Crate Label, "Pioneer Orchard Brand Rogue River Valley Pears," circa 1920

In 1869, the transcontinental railroad opened eastern markets to the West Coast produce industry for the first time. 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, like this one for Pioneer Orchard Brand Rogue River Valley Pears, were created to attract grocers purchasing goods from wholesale markets.