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