You may not think of a citrus crate label as an effective marketing concept.  After all, many people have citrus crate label art decorating their homes.  And why not? The labels are bright, colorful, and each one tells a story in its own way. But unless you are a collector, the real story behind the label may escape you. 

In the late 1800’s, citrus crate labels caused a significant migration of people to the State of California.  No, really!

An orange grower from California had the notion of shipping crates of oranges cross country to Eastern States, and he quickly became quite successful.  The idea gained traction with other California citrus growers, and as the marketplace grew, citrus growers found they needed to differentiate their products.  As a result, each citrus grower created a unique label which they affixed to their fruit crates as a means of distinction.  Sunny images of the ocean, mountains, flowers, and fruit trees were among some of the common artistic elements used in the labels. 

Once the fruit reached the eastern destinations, grocers displayed the fruit directly from the packing crates in which they were transported.  While consumers shopped for produce, it was hard to miss the colorful crate labels, but it was during the long, cold winter months that the art had its greatest impact.  The beautiful visions of distant places where the weather was warm and the sun was shining inspired the relocation of thousands to California.

This story fascinates us as marketers.  Although completely unintentional, the art on the citrus crate labels proved to be an extraordinarily “fruitful” marketing campaign for California. 

Strong visions can lead to powerful influences.