California's orange dream: a unique collection of orange souvenirs, citriculture, and industry marketing material
This collection includes a wide variety brochures and souvenirs that visitors to California took home with them, from orange salt and pepper shakers and orange blossom perfumes to brochures about the health benefits of the fruit. There are also a variety of pamphlets aimed at making citrus a key staple in all cooking, brochures and magazines to assist California’s largest network of citrus farmers and a large collection of original orange crate labels which colorfully document the wide expanses of California’s orange industry.
purchase from Johnson Rare Books & Archives, 8/1/18
- 1905 - 1996
7.5 Linear Feet
1. The Citrus Manual for Car-Lot Dealers, published by H.K. Pratt & Sons of Redlands in 1905. 2. 22 x 18 inch heavy paper poster showing children playing beneath the headline “Oranges and their Important to Health.” 3. Orange-shaped die-cut souvenir for Orange County, California. “The name ‘Orange County’ typifies one of the county’s most important industries,” circa 1950. 4. California Orange Blossom Perfume. Santa Ana, California: The Wilson Co. 23/8 drams, full in the original wrap and shipping box. No date. 5. Orange-shaped, die-cut tag with a tie string. Double-sided, imprinted with words Orange County, California. Likely used to identify a crate of oranges. 6. Postcard-size advertisement for Orange Brand Patent Flour. The undated card measures 5.5 x 3.5 inches and is printed on orange card stock. Promotes purchase of Orange Brand Flour for bigger and whiter loaves and purchasing the flour at Nicholls Loomis Co., in Los Angeles. 7. Orange-shaped, die-cut card promoting California tourism. Inside the card is an accordion-fold strip of color pictures featuring flower and tree-lined streets, as well as an orange-picking scene. This card was sent by “Aunt Lotta” to relations in Long Island in February 1933, according to the U.S. postal cancel stamp on the front. 8. Orange-shaped, die-cut brochure issued by the passenger department of the Salt Lake Route, 700 thousand Edition. Inside are 20 leaves with information and black and white photos about cities along the route from San Bernardino to Catalina Island, circa 1910. 9. Die-cut card in the shape of a bunch of oranges. The contents inside promote the Northern California Citrus Fair in 1911, attracting 1,200 delegates from all over the United States. 10. Small wooden box measuring 2.5 x 3.5 inches square with a pictorial label and rows of small orange balls, meant to mimic an orange crate. The mailing label is stained and partially unreadable, but it’s evident this promotional mailer was sent to Oregon in 1938. One side is stamped “Old Mission San Juan Capistrano;” along the other side is stamped “This is the crate of oranges I promised to send you from California.” 11. Orange Blossoms by Duvinne Perfume Dispenser. The circular, two-part glass globe is covered in orange paint with a stamp “Souvenir of California.” Once the top is lifted off, inside are three small bottles of orange blossom perfume, all empty. The orange paint on the container is rubbed and peeling away in places. 12. Small, painted orange-shape salt and pepper shakers. The ceramic souvenirs bear the name California across the side. Made in Japan, the cork is missing from the salt shaker. 13. Oblong four-panel folding brochure with photographic reproductions of oranges on one side and lemons on the other. Produced by the California Fruit Growers Exchange, Los Angeles, the brochure provides a size guide for packing orange and lemon boxes. A price chart is also provided, with the largest individual oranges selling for 3 cents. 14. Celluloid 3.5 inch diameter wheel Sunkist wheel, no copyright date but circa 1940s. This wheel would have been used by resellers to help them determine the markup price for oranges based on size and the box cost paid for the oranges. Lemon pricing was provided on the verso. Light rubbing. 15. Lithographically-printed, unused envelope for the Redlands Golden Orange Assn., Redlands, Cal. This orange-packing cooperative operated from the early 1900s into the 1920s. Printed in color by Denver Litho Co. 16. Stiff cardboard, lithographically-printed advertisement for Orange Cove Fruits. Measuring 3.75 x 9 inches, the advertising card promotes the growth of Sunkist-brand oranges grown in the “Orange Cove district, located in Central California, bordering the foothills of the Sierra Nevada Mountains, almost in the shadow of those famous old Sequoia Redwood Trees.” 17. An envelope with a rendering of an orange reading “Welcome Lt. Hinton Santa Ana Chamber of Commerce Apr. 8, 1931.” The promotion refers to a visit to the city by Hinton, a world-famous aviator, explorer, and writer, and the pilot of the first airplane to cross the Atlantic in 1919. The postal cancel is dated the same month. 18. Sunkist Educational Exhibit prepared by California Fruit Growers Exchange, Los Angeles. No date. Six loose, cardboard panels measuring 13 x 20 inches with grommet holes along the top edge. Illustrated with black and white photos and captions, the display traces the history of the orange to Mrs. Elisa C. Tibbets, who introduced the navel orange to California. The verso of several panels have clipped pictures of oranges pasted to them. 19. Sunkist Premiums brochure from the California Fruit Growers Exchange. An eight-panel, folding brochure printed on coated newsprint advertising the premiums available to homemakers in exchange for Sunkist and Red Ball orange and lemon wrappers. No date. 20. 12 Premium Wrappers, California Fruit Growers Exchange (CFGE). Printed on tissue paper, these coupon receipts were clipped from the larger wrapper and measure roughly 3 x ½ inches. Wrappers were exchanged for a variety of promotional items. No date, but circa 1910. In an effort to distinguish Sunkist oranges from others, the CFGE wrapped its oranges in paper stamped with the Sunkist brand. But in 1909, after Sunkist learned that merchants were selling non-Sunkist oranges as Sunkist, it began to offer consumers a free Sunkist-branded spoon in exchange for mailing in twelve Sunkist wrappers. One million spoons were claimed in the first year of the promotion. 21. Five unused wrappers for California oranges including Red Ball, Indian Hill Brand Sunkist, Marvel Brand Placentia Sunkist, Sunkist Boydston Porterville and Golden Sceptre Sunkist. Printed on delicate tissue paper, these scarce wrappers were used to help protect the fruit during transport from bruising and freezing. 22. Sunkist Fish ’n Seafood recipe box. No date. The 5 x 3 inch box contains numerous printed recipe cards showcasing Sunkist lemons in everything from filet of red snapper to deviled eggs. Box rubbed. 23. A blue envelope printed Kellogg’s Recipes, serial No. 3307. In the envelope are 34 3 x 5 inch recipe cards from a variety of items made with Sunkist brand ingredients from Sunkist lemonade to orange cake. 24. A brown envelope from the California Fruit Growers Exchange, Sunkist, containing 24 recipe cards, circa 1910 25. Undated, black and white photograph of a storefront with a Suncrush Orange stand at the Suncrush Distributing Office. A sign reads: “Take a Jug Home Send a Just East.” Developed in 1915 by a Los Angeles chemist, Suncrush Orange, which later became Orange Crush, was a concentrate made from orange juice with sugar added. Carbonated water had to be furnished by the consumer or soda jerk to produce a soda pop. The photo measures 7 x 5 inches and is mounted on card stock. 26. 52 different issues of the Sunkist Bulletin, a semi-gloss newsprint, four-page newsletter providing information on everything from unique recipes and the health benefits of citrus to holiday fruit recipes; along with a bound issue of the Sunkist Domestic Science Bulletins, circa 1910. The group of individual bulletins includes: Food Lesson (circa 1930s) 1-16, 20, 21, 23-26; Domestic Science Lesson (circa 1930s) 27, 30, 31, 32, 33, 34, 39, 44; Dietetic Lesson (circa 1930s) 26 – 30; Food Lesson (1933 Series) 1, 4; Food Lesson (1934 Series) 1-5; Food Lesson (1935 Series) 1-6; Food Lesson (1937 Series) 1; Food Lesson (Circa 1938) 1-4. 27. Ainsworth, Ed. JOURNEY WITH THE SUN: The Story of Citrus in Its Western Pilgrimage. Illustrated with photographs. Los Angeles: Sunkist Growers Inc., . 54 pp. with green paper wrappers. History of the introduction of the orange to California. 28. Robison, Barbara (Director) and the Sunkist Consumer Service Staff. SUNKIST COOKBOOK. Los Angeles: Sunkist Growers, 1968. 98 pp. Comb-bound collection of recipes featuring Sunkist products. 29. Sunkist Orange Recipes as Used by Sherman Indian School Riverside (circa 1910) 30. Grapefruit First – of Course (circa 1910) 31. California Sunkist Oranges (1915) 32. Sunkist Recipes Oranges-Lemons (1916) 33. Marmalade Thirty One Ways to Serve It (1919) 34. Everyday Recipes for Oranges & Lemons distributed through the newspaper represented by Frederic J. Haskin (Circa 1920) 35. Busy-Day Salads and Desserts (circa 1920) 36. Sunkist Grapefruit Recipes (circa 1920) 37. Sunkist New Day Drinks (1922 & 1923) 38. Sunkist Recipes for Every Day (1924, 1931, 1932 & 1934) 39. Telling Fortunes with Food (1928) 40. Sunkist Grapefruit Recipes (circa 1930s) 41. Sunkist Recipes Oranges-Lemons (missing page, color) (1930s) 42. Fruits that are Good and Good for You (1932) 43. Fruits that Help Keep Your Body Vigorous (1935) 44. The Story of California Oranges and Lemons (1936) 45. For Vigorous Health – Sunkist Recipes for Every Day (1936) 46. Lemons for Loveliness (1936) 47. Sunkist Lemons Bring out the Flavor (six copies: 1938, 1939, 1941, 1945, 1946, 1952 48. Sunkist Orange Recipes for Year-round Freshness (1940) 49. Real Gold Uses for Juices (circa 1950s) 50. Six Fundamental Sunkist Recipes, trifold brochure (circa 1950s) 51. Sunkist Navels: The Favorite Eating Orange (1993) 52. Sunkist Oroblancos and Melogolds – The Greener Grapefruit with a Sweeter Taste (1996) 53. Get Cookin with Sunkist Lemons – Cooking for Dummies (1990) 54. How to Better Fish…Sunkist Lemons Make a Good Catch Even Better (1982 & 1995) 55. Sunkist Fit for Life with Fresh Citrus (1995) 56. Sunkist Mock Cocktails & Munchies (1995) 57. The Sunkist Moro Orange (Blood Orange) (1994 & 1995) 58. Sunkist Tangerine Treasures (1993 & 1995) 59. Stay in Shape with the Champions – A Guide to Feelong Fit from Sunkist, the Citrus Supplier to the 1984 Olympics (1983) 60. Taste of Summer (1988) 61. Novel Ideas from Sunkist Tangerine Tales (1982) 62. Sunkist (Circa 1973) 63. Novel Ideas from Sunkist from Lemons with Love (1988) 64. Fresh-Squeezed Tips for Diabetics (1990) 65. Sunkist Seasonal Specialties (1990) 66. Sunkist Mock Cocktails On the Road…to Safe, Sane Partying with Winning Recipes and Party Ideas from Sunkist (1989) 67. Shake Up Your Diet with Sunkist Lemons (1993) 68. Sunkist 150 Ways to Use Fresh Lemons (1995) 69. 100 Sunkist Years (1993) 70. The Sunkist Pummelo (1995) 71. New Directions Healthier Eating with Sunkist Fresh Citrus (1996) 72. Luscious Fresh Lemon Desserts (1994) 73. Grab Your Slice of Life (1989) 74. Put the Squeeze on Salt, Fat and Cholesterol with Sunkist Lemons (1989) 75. Sunkist Summer Oranges (1993) 76. The Grapefruit Lover’s Guide (1993) 77. Just One – A Whole Day’s Vitamin C (1996) 78. United States Department of Agriculture bulletin “The Relation of Handling to Decay in California Navel Oranges” issued July 13, 1911 79. The Red or Orange Scale by H.Q. Quayle published by College of Agriculture, Berkeley, July 1911 80. Red Spiders and Mites of Citrus Trees by H.Q. Quayle published by College of Agriculture, Berkeley, November 1912 81. Citrus Protective League Circular No. 12 “The Decay in Oranges” published in Los Angeles, April 21, 1914 82. Citrus-Fruit Improvement How to Secure and Use Tree-Peformance Records published by the U.S. Department of Agriculture, 1928 83. Handbook of Citrus Insect Control for 1929 by R.S. Woglum, published by California Fruit Growers Exchange, Los Angeles 84. A Career with Sunkist, trifold brochure circa 1930 85. Some Effects of Thinning Orange Fruits by E.R. Parker, published July 1934 by the University of California, Berkeley 86. The Orange Industry – An Economic Study by J.M. Thompson published 1937 the United States Department of Agriculture 87. The California Fruit Growers Exchange System by Kelsey B. Gardener and A.W. McKay, May 1950 88. Centuries of Sunshine Citrus Exhibit ( no date, circa 1990) 89. Your Opinion Can Carry a lot of Weight – But Only if the Government Hears You – Sunkist Political Action Committee (circa 1990) 90. San Joaquin Valley Operation Center Member Appreciation Day (1993) 91. Citrus Variety Collection, University of California Riverside (1996) 92. National Orange Show, San Bernardino California (1928). Accordion-fold images, black and white. 93. Black and white stereograph card of a cluster of grapefruit on trees in Los Angeles, photographed by Philip Brigandi (1923) 94. Three California orange-related postcards, one advertising the 1916 Orange Day, a second (copyright 1909) showing a child on a railcar with larger than life oranges, and a third (circa 1920) showing a box of oranges with the slogan “the box of oranges I promised you from California.” 95. THE CITROGRAPH magazine, 1922 – 1929 (9) November 1922; January, May, September 1924; August 1925, May, June, November 1927; February, April, May, July 1928; June – August, September - October 1929 1930s (55) 1930 – January, May, October, November 1931 – January, April, May, July, August, September, 1932 – April, September, December 1933 – January, February, July, October, November 1934 – January, February, March, April 1935 – February, April, September, December 1936 – January, March, July, October, December 1937 – January, February, March, April, May, June, August, September, October, November, December 1938 – January, March, April, May, July, August, October, November, December 1939 – January, February, March, April, May, June, September, October, November, December 1940s (61) 1940 – January, April, May, June, July, August, September, October, November, December 1941 – January, February, June, July, August, September, October, November, December 1942 – January, February, March, April, May, June, July, August, September, October, November, December 1943 – January, February, March, April, May, June, July, August, September, October, November, December 1944 – January, February, March, April, July, 1945 – March, April, May, June, July, August 1946 - None 1947 - None 1948 – June, December 1949 – January, September, October, November, December 1950 – 1953 (3) 1950 – May 1950, April 1952, March 1953 1960s (17) February 1960, March 1960, April 1960, July 1960, August 1960, September 1960, October 1960, May 1961, April 1962, May 1962, June 1962, December 1962, February 1964, March 1964, September 1965, November 1965, August 1968 1970s (26) 1970 – 1976 – No issues 1977 – March, April, July, August, October, November, 1978 – January, March, April, June, July, August, September, October, November, December 1979 – January, February, April, June, July, August, September, October, November, December 1980s (90) 1980 – January, February, March, April, July, August, October, December 1981 – January, February, March, April, May, June, August, September, October, November, December 1982 – January, February, March, April, May, June, July, August, September, October, November, December 1983 – January, February, March, April, May, June, July, September, October, November, December 1984 – January, February, March, April, May, June, July, September, October, November 1985 – January, February, March, May, July, August, September, October, November, December 1986 – January, February, March, April, June, July, September 1987 – February, April, May, June, July 1988 – February, April, May, June, August, September, November, December 1989 – January, March, April, June, August, September, October, November