While researching Southern California’s Wooden Crate Art: Or the Romance of Fruits and Veggies, I set aside a few labels that feature growers from the San Fernando Valley.
Hard to believe now, but once upon a time the Valley was an agricultural paradise, dotted with farms, ranches, wheat fields, and seas of citrus groves. The artistic fruit and vegetable crate labels of the 1920’s and 1930’s did an outstanding job of depicting various Valley neighborhoods with colorful and idyllic scenes.
For example, this Northridge label features acres of bounteous orange groves, with the San Fernando Mission in the distance.
The Monte Vista (“mountain view”) Brand label, above, depicts a San Valley olive tree farm and cannery. This 1930’s label is similar to that featured in wooden crate art. And here, the San Gabriel mountains tower above the olive ranch in Sunland. produce labels like these added to California’s nearly mythological image as a place of bounty and beauty.
Generally these beautiful bits of artwork were created by uncredited artists. Their stylized commercial images would later be incorporated into postcards that would continue to promote California, and especially the San Fernando Valley, as lands of plenty.
