The Daily Heller: Orange You Glad When Orange is Just Orange?

Posted inThe Daily Heller

You might assume that a story about the color orange (and Florida) can only mean one thing. Although I admit I am tempted to skew sarcastically partisan, forget the new orange. I’ll stick to the old.

While researching the roots of fruits and vegetables as commercial trademarks, I found this delightful, little-known mascot for the Florida Citrus Exchange (founded in 1909), known as Seald Sweet. Around 1910 the little guy with the head of an orange and torso of a grapefruit stood for good taste, freshness and sweet juice. Unlike many in the mascot genre, he was a rather discreet fellow whose sole mission was to promote natural goodness, at least for the white middle class (e.g., the symbolism of his top hat and pince-nez).

I wish I knew who designed it. The orange-grapefruit guy whet this reporter’s whistle, and I’d like to give credit where its due, for he’s just one of the many orphans of commercial trade culture.

Posted inHistory The Daily Heller