Sweetmex Orange Crate Label

SKU: CRL1046 $2.95 USD

Historic Overview

This beautiful vintage lithograph is of the Sweetmex Brand of Oranges from Empacadora Buena Vista Company of Mexico. The crate label is from the 1940s and shows a pretty woman in a Sombrero holding a small sign saying Pride of Mexico. Measuring 9” Wide x 9” High, the label identifies the shipper as Chas. A. Rogers & Sons of Weslaco, Texas. The label was lithographed by Stecher-Traung Litho Co, of San Francisco, California.

It was in 1924 that Charles A. Rogers bought his first carload of Texas citrus as it rolled into the Chicago train yards. From this humble beginning Charles became a produce broker, buying and selling produce as a commodity in the Chicago produce market. In 1940 he decided to move his family from the cold, windy city of Chicago, to the balmy tropical breezes of south Texas and setup his company shipping Texas and Mexican fruit back East. Shortly after World War II, he opened Rogers & Sons, a catalog business that he had always dreamed of opening and it still operates today.


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This great crate label is the Pursuit Brand of Grapes and features a super image of a fighter pilot in his World War II era combat plane. The fruit was grown and packed by the Exeter Fruit Association of Exeter, California. This label measures 12.75” Wide x 4” High and the presence of a zip code after the city/state indicates that the label is circa 1960s. It features the blue anchor of the California Fruit Exchange. Organized in 1901, the California Fruit Exchange, a marketing cooperative of independent fruit growers and shippers, sold its products under the brand name Blue Anchor. Headquartered in Sacramento, California, the company quickly grew into the largest marketer of consistently high quality fresh deciduous fruits in the American West. At its peak it represented approximately 1,000 growers of tree fruits and table grapes. To help realize its objectives, the California Fruit Exchange developed and promoted its Blue Anchor brand with the largest, strongest, and best marketing organization in the deciduous fresh fruit industry. However, in 2000, the Blue Anchor Company announced "…one of the last mighty fruit marketing cooperatives is packing it in after nearly 100 years in business." Officials noted that during the previous ten years, the cooperative had been steadily losing members who had started their own packinghouses and/or had joined with others to launch their own marketing efforts. The Blue Anchor trademark now exists only on the pages of highly collectible labels. WE GUARANTEE ALL LABELS TO BE AUTHENTIC AND AS DESCRIBED!

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