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T h e A r t of the F r u i t C r a t e L a b e l An example of a Landscape label.The deliberate misrepresentation of imposing mountains in the backdrop of a picturesque fruit orchards seems to have been an effort to duplicate images of the great Canadian West used in marketing by the Canadian Pacific Railway. PACKED AND SHIPPED BY ART FOUNDATION COURSES FEDERATION CANADIAN OF ARTISTS Beginning: October 2.1995 and running 20 weeks at FCA Visual Art Studio 1664 West 4 Avenue, Vancouver Instructors: Alessandra Bitelli Tom Huntley Rick McDiarmid Mike Svob Kitt Holland Joyce Kamlkura Sue Northcott Alan Wylie SUMMERLAND COOPERATIVE GROWERS' ASSOCIATION) SUMMERLAND, B.C., CANADA w , r hat is whimsical, charming and colourful (as w e l l as practical) and was found in grocery warehouses and stores all over the continent? The fruit crate label. Paper labels decorated crates of apples from the Okanagan, pears from Washington and Oregon, and lemons and oranges from California. Fruit growers needed eye-catching images to attract potential buyers and crate labels were first used by California citrus fruit growers in the 1880s; growers in the Okanagan followed suit after the turn of the century. Until the 1950s in the United states and the 1960s in British Columbia, an army of lithographers was employed to churn out images of fierce lions, delicate flowers and sloeeyed maidens - to name a few of the thousands of images - so growers could remain competitive in an everexpanding market. Today, the once-ubiquitous crate and labels have been replaced by cardboard cartons with pre-inked designs. Wayne Logus of Edmonton believes that the fruit crate label deserves to be remembered. He has collected more than 600 paper labels spanning a range of styles that were popular between the 1920s and the 1950s, the Provincial Museum of Alberta have included approximately 50 of these labels in their exhibit, Marketing the Crop: The Art of the Fruit Crate label. The exhibit w i l l be on display at the North Vancouver Museum September 15 - December 31. For more information call 9 8 7 - 5 6 1 8 . C © Courses: Drawing; Painting Mediums and Techniques; Painting Theory and Application; Theory and Creativity BEGINNER - INTERMEDIATE ADVANCED For Registration Information: Contact Alan Wylie (888-2230) S DELBROOK POTTERY STUDIO An example of the Pioneer Label. Images of the pioneer experience appealed to overseas m a r k e t s w h i l e o t h e r relied on making cultural connections. In 1921 the population of the Okanagan Valley was made up of 79 percent British origin. In 1935, 90 percent of the Valley's export apple crop went to Great Britain, there is little wonder growers and shippers relied heavily on the symbols of a common cultural heritage to make their sales pitch. ··^^ FROM BRITISH COLUMBIA. The most spacious and well-equipped pottery facilities on the North Shore. Excellent instructional opportunities as well as studio membership options. 6 Shimpo Wheels, 3 kilns, slab roller, extruder, and glazes!! 600 West Queens Road North Vancouver British Columbia 987-PLAY (7529) $v SHIPPED BT Um© VB^aaCAHADA n U T H E I &C uN IC