?Final Price Realized includes Buyer’s Premium added to Hammer Price
Estimate: $ 800 - $ 1,200
(ADVERTISING & STORE WINDOWS--FRUIT) A collection of 27 advertising and display photographs related to the Florida orange and citrus industry. The photographs documenting advertising window and point-of-sale display and merchandising options for Seald Sweet Florida Citrus Growers Co-operative, all photographed in the Detroit, Michigan area. Showing oranges enticingly piled in Seald Sweet boxes in grocery stores and windows, some with the employees nearby. With four color lithographs of fruit used for display boxes, several copies of instructions for assembling vendor boxes (the second page an image), and a large poster showing various advertising mock ups for Florida oranges and trumpeting the return of the product. Silver prints, the images measuring approximately 7 1/2x9 1/2 inches (19.1x24.1 cm.), some sheets slightly larger, and the reverse, 16 unmounted or linen-backed and 11 photographs cornered onto black album paper, these with a caption and date in white ink below the image, many of the the rest with a Detroit studio stamp on verso. Circa 1939
Seald Sweet was founded in 1909 as the Florida Citrus Exchange, and became one of the most important agricultural marketing cooperatives, buliding packing houses, introducing standardized grading and packing methods to ensure quality, and creating the Sealed-Sweet and Mor-Juice trademark brands. They were also one of the earliest to adopt using refrigerated fruit cars and cooling the fruit before shipping.
