Sun Maid: San Joaquin Valley (jan 1, 1938 – dec 31, 1950)

Description:

The beautiful fruit-box labels were not packing but packaging. To pack something meant to put it inside a receptacle in order to transport or store it. Packaging was different. Packaging was designed not as a way to identify a product or protect it but to sell it. The word, “packaging,” entered the English language as a verb around the turn of the century. It entered the culture unheralded, an anonymous source of change and innovation. It fuzzied the edges of things making it hard to know where the desired object ended and its environment began. Packaging went beyond advertising. It did not seek to couple demand and supply. Rather, packaging sought to create demand where none existed. The function of packaging was to exert influence rather than to provide information”.

STREET, RICHARD S. “Marketing California Crops At the Turn of the Century.” Southern California Quarterly 61, no. 3 (1979): 239–53. https://doi.org/10.2307/41170829.

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