Crate Label, "Bocce Brand Zinfandel Grapes," circa 1940

Summary

As produce companies shipped crates of fruits and vegetables across the country, they needed a way to distinguish their goods from their competitors'. Colorful, eye-catching labels were created to attract the attention of grocers purchasing goods from wholesale markets. C. Mondavi & Sons played up their Italian roots by featuring men playing bocce on their label -- a popular recreation sport in Italy.

As produce companies shipped crates of fruits and vegetables across the country, they needed a way to distinguish their goods from their competitors'. Colorful, eye-catching labels were created to attract the attention of grocers purchasing goods from wholesale markets. C. Mondavi & Sons played up their Italian roots by featuring men playing bocce on their label -- a popular recreation sport in Italy.

Artifact

Crate label

Date Made

circa 1940

Collection Title

Label Collection 

 On Exhibit

By Request in the Benson Ford Research Center

Object ID

89.311.106

Credit

From the Collections of The Henry Ford. Gift of Out of the West Publishing.

Material

Paper (Fiber product)

Technique

Printing (Process)
Lithography

Color

Brown
Multicolored
Red

Dimensions

Height: 4.5 in

Width: 13 in

Inscriptions

written on front: Bocce / California / Zinfandel / Quality Grapes / Packed & Shipped by / C. Mondavi & Sons / Main Office Lodi, California

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