While I do write a lot about the Fruit Growers Supply Company, many may not be aware of its association with the citrus industry. Fruit Growers, established in 1907, is a purchasing co-operative initially for the members of the California Fruit Growers Exchange. The Exchange was a marketing co-operative of citrus growers in Southern California.
Also, in 1907, the Exchange hired the advertising agency of Lord & Thomas to develop a trademark or brand name to distinguish its fruit from that of its competitors. The agency came up with “Sunkissed.” However, an Exchange agent in Chicago, taking a bit of poetic license changed the name to Sunkist. In April 1908, the Exchange adopted Sunkist as its trademark, mandating that only the highest-grade oranges would bear the Sunkist name.
The Exchange embarked on a very successful and very expensive advertising campaign. From 1908 to 1951 the California Fruit Growers Exchange spent $61 million to advertise the Sunkist brand. So successful were the campaigns that the name Sunkist became synonymous with citrus. On February 8, 1951 the California Fruit Growers Exchange officially changed its name to Sunkist Growers, to reflect the famous trademark.