Page 3 - AARF 2019-2020

As the United att ention of
States participa- w ar ehouse
tion in World War II wor ker s when
grew, the need for picking crates for
metal and wood, transport to large
by the military clients. A few of
increased. With Sebring, Florida
a wood shortage g r ower Gr egg
for making crates, Maxcy, Inc.’s Red-
citrus packers Glo brand citrus
turned to card- labels featured
board boxes for n u d e w o m e n
shipping. Citrus with their hands
label ar twor k s tr at egically
showed the citrus growers’ situated across their bodies. A
preferences, beliefs or affiliations. citrus packer label often lead
Florida sunsets, palm trees, better buyers to the fruit’s quality with
health, tropical birds, Native names like “Morning Fresh”,
Americans and Florida citrus itself “Crown Jewel”, “Topic Gold” and
often appeared on the labels. “Flor’da Sweet”. Clever fruit names
Without political correctness were an outstanding marketing
in the early 20th century, Florida ploy versus names like “Midnight
citrus packers used African Bargain” or “Bulldog”.
Americans to promote their citrus After 1937, the Florida Citrus
crops. They also showcased sexy Commission required registration
women, sometimes in swimsuits of all Florida citrus labels. The
and in pin-up poses during the labels had to note the crates
1940s. Gone was the wholesome content, quality, and grade.
“Southern Belle” and in its place They permitted citrus growers to
scantily clad young women. trademark their citrus label image.
Florida Citrus packers used Blue background labels showed
attractive women not to lure the rates fruit was Grade A.
consumers, but to gain the Continued on Page 7

Article Photos courtesy of the P.K. Yonge Library of Florida History, University of Florida