FYFFES THE WORLD’S OLDEST FRUIT BRAND. - Jim ... Fyffes - the world's oldest fruit brand. The...

FYFFES

THE WORLD’S OLDEST FRUIT BRAND.

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Foreword

The Fyffes banana brand is world famous for a number of very good reasons.Firstly, by being the first fruit brand in the world (1929), it was obviously uniqueand born into a marketplace devoid of competition.

The famous Fyffes Blue Label came into being at a time when many heavyweight legendary brands that survive today were around, if in other areas of thegeneral marketplace. To mention but a few: Cadbury Chocolate, Colman’sMustard, Bird’s Custard, Bovril, Kiwi Shoe Polish are still going strong and withus today.

As you can see it was in good company, but that would not have been enough.Constant innovative promotion, of which you will find just a small samplementioned in this feature, played a vital role in keeping the brand before thepublic. Virtually, all modern promotions in this food sector and others can beseen to have had their earlier counterparts applied to the Fyffes brand earlierthis century. It is little wonder recall is so high and likely to remain so given theconstant attention given to the brand even to this day.

Its endurance for over 70 years at the time of writing, having belonged to aparent company that has been in existence for over 111 years is trulyremarkable, and must substantially contribute to its high profile.

None of this would, of course, have been possible if the quality of the fruit towhich the label is attached had not been guarded, protected and improved overthe decades to ensure customer satisfaction. Many claims can be made, but aproduct has to be consistently good if a quality image is to endure as it has donein this case. This is a certain tribute to a remarkable company whose staff havesurely exhibited tenacity, good judgement and wisdom over an extended time sothat to this day the brand is so widely respected.

What is so interesting about this publication, and why we are very happy tosupport it, is that it allows us, the readers, to almost eavesdrop on the decisionprocess at that very birth of a world famous brand all those years ago. For thereader inextricably linked to advertising as we in DDFH&B are, the subject ofbrands is always one of constant fascination.

Jim DonnellyManaging DirectorDDFH&B (DDFH&B is a member of the J. Walter Thomspon Group)

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Introduction

As an employee for many years of what is now Fyffes plc, and as the personresponsible for this famous brand – its graphic evolution, depiction, applicationand control – I have often been asked about its origins. While being generallyaware, like many I imagine, of what these were from certain publications, it tooka specific request from the USA to spur me into action, and to stop talkingvaguely and to tie dates properly down. A one page note would cover it all, Ithought, but then I got reading the FYFFES BUDGETs of the time and the notebecame a booklet!

With the passing of time, the memory of this innovative endeavour (the brandingof Fyffes bananas) grows ever dimmer; and this was a further spur for me to geta move on lest this part of the company’s history became a fairy tale or fadealtogether from view.

The final straw was to discover another brand claiming the Fyffes brandheritage for their own. Never shall we let that happen. This feature is a step toset the record right!

My job has been relatively easy as I have chosen to let the reports of the day inthe FYFFES BUDGET tell this important story in the English and style of that day.My task has been but to draw the many pieces together in what I hope is acomprehensible manner. I have been fortunate to have access to the Company’scollection of this weekly publication from some 70 years ago, and also for theforesight of our forebears to produce it in the first place.

L SwanFyffes DundalkNovember 1999

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Fyffes - the world's oldest fruit brand.The Company, Fyffes plc, has undergone many name changes since its foundation in1888 as: E.W. Fyffe, Son and Co. Some of the more significant have been:

1897 Fyffe Hudson and Co Limited1901 Elders and Fyffes Limited1969 Fyffes Group Limited1987 FII Fyffes plc1990 Fyffes plc

The logotype however has wisely undergone evolutionary rather than revolutionarychange as graphically illustrated below:

1929-prototype 1929-1963 1964-1994 1994-onwards

Labels produced at actual size.

Please note that stocks of labels are run down at times of change, and accordinglychange-over dates are approximate. Labels sometimes carry country of origin. e.g.Jamaica as seen above.

But how did it all begin? We are lucky that Elders & Fyffes Ltd., published a weeklybulletin called "The Banana Budget" at that time. In it major company developmentsare reported. This publication grew from the necessity of informing the trade, in thethen many wholesale markets in the UK, of stem volume landings, prices achieved andexpected, and volumes probable looking forward. With time reports on all aspects ofcompany life swelled its pages. We can trace label usage best by following articles inthe "Budget".

We must remember that at this time (late 1920s) bananas travelled on the bunch inships, and were only cut from the stem for delivery to retail shops as "hands" at theirdestinations after ripening. It was not till the 1960s when the spread of the fungus wiltdisease, commonly called "Panama Disease", became so widespread that much softerfruit from a disease-resistant variety caused the industry to box and label fruit in thetropics. This to ensure its safe travel to the US and European markets.

It is clear that in May 1929 a Fyffes press advertising campaign was conductedthroughout Britain (See May 1929 advertisement - Illustration No. 1). While explainingto the public why they should buy Fyffes-supplied bananas because of all the care andattention given the fruit by Fyffes staff and their agents, we can easily see thatrecognition of the Fyffes product at retail would have been difficult since the only

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Illustration No. 1May 1929. Almost there, but the vital brand label on the fruit is missing.


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means of doing so was via the wooden 'flat' boxes marked: Elders and Fyffes. It was inthese "flats" that the fruit was delivered from the ripener. The fruit was however notgenerally put on display in them.

There can be little doubt that the whole matter of how to identify Fyffes-suppliedbananas at retail was given an immense sense of urgency on 12th April 1929 when theJamaica Producer’s Association began operations. This Company, through itssubsidiary: Jamaica Banana Producers Association Limited, had set up in competitionwith Fyffes, and with its own shipping in place, started to land significant volumes onthe British market. This was the first serious competition that Fyffes had faced, buteven in May 1929 Fyffes advertising had not decided how to defend their position, ascan be seen from the circular sent to retail fruit merchants by the Company.(Illustration No. 1) .

Like so many of the best inventions the eventual solution was simple - brand the fruit toenable recognition! There is a logic to this step which, derived from theaforementioned press campaign, seems so obvious in hindsight; but at the time it tookcourage and tenacity to introduce, since it required agents (not subsidiaries) to put upwith added inconvenience, and to be convinced to spend money on extra labour toplace the logos on the fingers. Also glue technology was not what it is today, andasking water-soluble gummed labels to stick to a banana skin involved ingenuity andfaith!

To support a national branding announcement, in July 1929 another press advertisingcampaign was launched (Illustration No 2). It is truly wonderful in its simplicity; but asyou might imagine not all ripeners were enthusiastic when faced with labelling thefruit, a new and extra operation and cost, the benefits of which they were in need ofbeing convinced. As can be seen in the opening text of "The Banana Budget" of June26th 1929, signed by no less a personage than Henry Stockley the Chief Executive ofthe day, a tough line had to be taken to establish this practice.

“ Fyffes’ Blue Label.As a result of our advertising and the co-operation of the wholesale trade, thepublic have been asking for Fyffes’ bananas in the retail shops. This is accordingto plan and is a fulfilment of one of the objects which we set out to achieve, but to-day people are asking for “Blue Label” bananas.

To ask for Fyffes’ is a direct result of advertising, whilst the demand for the BlueLabel is the direct result of one of the first elementary laws of advertising, that is,to advertise at the source of supply.

The little blue labels that we have asked our wholesalers to use have, in somecases, been used with enthusiasm, but in other cases the wholesalers have merelytried to please our representative in the matter, with no great enthusiasm for theidea.

There is not the shadow of a doubt that when every hand of bananas delivered toretailers bears the blue Fyffes’ label, we shall have contributed to one of the mostimportant and far-reaching events in the banana trade in recent years. In fact, oneenthusiastic handler tells us that he thinks it is as important as the flatting system!

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All our Branches have been supplied with blue labels, and these have, in turn,been passed on to the wholesalers. Notwithstanding this, however, there is by nomeans a general showing of the labelled fruit. At one shop in a suburb of Londonall the fruit was so labelled for the reason that the particular clientele of that shopdemanded Blue Label bananas, and the retailer, in his turn, insisted - if that is nottoo hard a term - that the wholesaler should supply blue labelled fruit.

The other day we heard of a wholesaler in South Wales, who when he receivedhis supply of labels, did not deem it necessary to repack some 50 boxes that hehad ready for sale and went on using the labels for the fruit that yet remained to bepacked. He, however, could not sell his unlabelled fruit to retailers, andconsequently he had to do in the last instance what he did not wish to do in thefirst.

We mention this to show that from the retailer’s point of view the innovation iswanted, and although the wholesaler can thwart the wishes of the retailer in thisparticular, it is manifestly a most unwise thing to do.

We recognise that there is a certain amount of time lost in affixing the label toeach hand of bananas, but the amount of time lost - if there is an enthusiasmbehind the application of the idea - is negligible. At one warehouse 1,000 boxeswere packed in an ordinary working day, and all the labels affixed by theemployment of two youths of 15 years of age.

In the actual mechanical operation of affixing the label there is a good deal ofspade work to be done.

We, on our part, have been trying to find some simple apparatus to aid in theaffixing of the label; but up to the present without success, and the employment ofa well-damped piece of an ordinary felt hat seems to be the most practicablemedium for retaining and imparting the right amount of moisture to the labels.

We regard this matter as of very great importance and realise that the schemecan only be carried to fruition with the active co-operation of every handler.

We have not ourselves christened this blue label. In our official records we callit “Fyffes” label, but it is the public who - probably through association with other“foods” - sold in bottle - have dubbed our label “Blue Label”. But whatever it iscalled it still does single out “Fyffes”.

We shall appreciate any opinions addressed to this office on the subject, butfrankly we are no longer considering any other device than the blue label.

In all our future advertising Fyffes’ Blue Label will receive prominence.

”Over the course of the next few months this audacious move grew in credence andacceptance. The following text from 10th July 1929 illustrates the findings andphilosophy of the time, and touches upon the practicalities of wetting the labels priorto application to the fruit. A topic about which much thought and ink was to beexpended over the coming months.


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Illustration No. 2July 1929. First advertising campaign for branded fruit at retail in world. The famous Fyffes blue labelis born.


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We have had an opportunity during thelast few days of ascertaining the extentto which the Fyffes’ label has beensupported by the trade. On the whole it issatisfactory, but there are still somewholesalers who, probably throughfailing to see the importance of thislabelling, are not supporting it with theenthusiasm that we had hoped for andexpected. The value of the label is very largelycumulative. By this we mean that in aneighbourhood showing 20 per cent. ofFyffes’ labels the increase of that displayto 30 per cent . represents far more thana 10 per cent. increase in the value ofsuch display, and so on. We have visited towns and districtswhere it has seemed to us that 100 percent. of the shops are showing the label,but actually it has been only some 70 percent. It is the constant repetition of thelabel in shop after shop that makes thedisplay so impressive. As we have said before, this innovationis one of the most important ever beenmade in the banana trade, and it is withevery confidence that we ask for co-operation.The native wit of our customers has beenevidenced in many and various deviceswhich have been made in order tosimplify the process of labelling. Owingto the delicate nature of the fruit,ordinary presses and gumming machinesare ruled out of court, and the only wayseems to be to stick them on, using somedamper or pad.

In one large centre, handlers packing asmany as 1,000 flats a day, have adopted apad of felt pulled tightly over aframework of battens from crates ofCanary bananas and tacked down.Along-side is a receptacle containingwater which is used to keep the largepad damp, and on this dampened surfacethe packer places 50 to 100 of the labels,gummed side down, and these are takenfrom the pad and affixed to the fruit. This is not a mere theory, but representsa method which has been in use forseveral weeks past and is verysatisfactory. Indeed, the handler inquestion tells us that it has veryappreciably speeded up the process.At some other centres a couple of bakingtins, one containing the labels and theother a dampened Sorbo sponge, areused.Practically all the users of this device tellus that they are astonished at the easeand rapidity with which the labels can beaffixed, and they confess that their fearsconcerning loss of time have not beenrealised. Furthermore, the men who areentrusted with this job do it now as partof their regular routine, and - unlessthere is a very large quantity - extra staffis not required. Even, however, if it doesmean a little additional cost and labour, itwill be amply justified.In our concluding remarks on thissubject in a recent issue we said: “In all our future advertising the Fyffes’Blue Label will receive prominence.” Werepeat this now.

”

“ Fyffes’ Blue Label


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Continuing our quest for the ultimate system for applying the Fyffes blue labels, we canimagine the substantial attention being given to the problem from the following articlesfrom the text of 6th November 1929.

“ Blue Label Bananas.IT needs only a very little more enterprise on the part of our customers to make theBlue Label Bananas absolutely 100%. In many districts it is already at that point,and instances of failure to adopt this practice are becoming the exception. Wehave spent a good deal of time in trying to find a labour-saving mechanical devicewhich will enable the labels to be affixed more easily, but so far without success,although we are continuing our experiments in this direction. We reproduce (following here) the experience of our Branch at Belfast, which can

be regarded as typical of a large handler, and the experience of Mr. C. M. S.Missing as typical of the handler dealing with 500-600 bunches weekly. Ourreaders will find that the difficulties which seemed so formidable at the inceptionof the scheme were not so serious after all.

Blue Labelling in IrelandBy N. S. Davison (of Belfast)

Now that the familiar “Fyffes’ Blue Label” has become an established fact andthat all keen handlers of “Fyffes” bananas must have long since realised itsinestimable value from every viewpoint, it occurs to us that a brief description ofour methods of affixing labels may be of interest to readers of the Budget.In common with everybody, when our first lot of labels was received we thoughtand thought, and thought again.Our first attempt was made by damping the labels individually on a spongeprotruding from a cup with a little water in it. This method was found to be so slowand troublesome that we were compelled to give up, but not in despair.In searching round for some more convenient means, our eye alighted on a felt hat.In our ecstasy, this hat, which, by the way, reminded us of the popular song, “Thehat my father wore”, was immediately cut into convenient sizes. As to making useof the hat we heard more the same afternoon from a certain Welshman at thisBranch.We make a point of clearing our tables (or practically so) after each ten buncheshave been cut. We use two full-sized tables. At each table, one man is responsiblefor selecting, running the bunches (ten at a time) forward, and cutting, and twomen pack. Under this working arrangement a short interval usually occursbetween the time the table has been cleared and enough fruit of the next tenbunches has been cut to give the packers a selection sufficient to allow them tocontinue packing. One piece of felt was placed beside each packer and he wasmade responsible for keeping it damp and for spreading labels on it at each of theintervals mentioned above. The packer then picked up a moistened label from the

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pad and affixed it to each “hand” after he had counted it ready for the flat. But forthe fact that picking the labels off the pad was rather a slow job, this method wasfound to be quicker than the sponge method and fairly satisfactory.Eventually we thought that if the felt could be stretched in some way to give itresilience, labels could be picked off it more easily than off a solid surface. Afterfurther experiment we constructed a frame for each packer thirteen inches long,seven inches wide, and two inches deep. A frame this size holds approximately100 labels. These frames, by the way, were made from battens from Canary bananacrates. A Dutch tomato box with the bottom knocked out would serve the purposewell, but is rather large for our requirements. A piece of felt was then stretchedacross each frame (not too tightly) and tacked down. Later we experimented withbaize and found it a great improvement as it holds the dampness equally as well asfelt and has the property of causing the labels to curl at the edges when they havebeen on it for a very short time. This, of course, expedites and simplifies the job of picking the labels off. It isimportant that the pads should not be made too damp and also that labels shouldnot be left on them for more than fifteen minutes.On rush days during the summer, a youth aged 14 to 15 years (supple fingers theprimary qualification) was employed at each table at a wage of 2s. 6d. per day.With two men cutting and selecting fruit, four men packing and the two youthsaffixing lables, in an eight-and-a-half hour day 1,150 flats have been packed witha label properly affixed to each “hand”.We have, on several occasions, timed one of these boys (not under test) filling apad with labels, and found that approximately 100 labels were properly spread ona pad in 11⁄2 minutes. The youths, though not regularly employed, became veryexpert, in fact ambidextrous, and, as any one who has seen them can testify, coulddeal with more bananas than one cutter and two packers can handle.Our warehouse staff have long since come to regard the affixing of labels as anintegral part of the job and can now deal with it, under ordinary circumstanceswithout any appreciable slowing of work. Additional help is only required at rushperiods.The suppliers are producing a label which can be relied upon to stay put if theedges are properly fastened down. If the latter point is not watched carefully labelsare liable to become detached in the flats during transit.The method outlined above may not seem efficient to the mechanically inclined,but having tried several so-called time and labour-saving gadgets, we consider ithas filled the bill satisfactorily for us, and we can recommend it with allconfidence to those who may be suing other methods. ”

In both the account above and below the detail and language reveal an almostfanatical approach to solving the labelling problem with always an highlycommendable eye to cost control. From Durham on the same date comes news of howthey tackled the problem.


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“ Blue Labelling in the North EastBy C. M. S. Missing (of Durham)

When first the practice of attaching the Blue Label was started, I, no doubt, incommon with may others thought this would entail a good deal of extra time andlabour, but very shortly found this was not so. Once a system had been evolved, itquickly became merely a matter of routine, and now every hand leaving mywarehouse bears the Blue Label, and it is found this means very little time ortrouble and no addition to the staff.It may be of some use, therefore, and perhaps produce useful hints from otherhandlers, if you will allow me to describe my method of attaching the labels, whichwas arrived at after one or two experiments.Dishes or trays about a foot square are used, covered at the bottom with a piece ofwet felt--an ordinary tin pie dish, price 6d. at Woolworths, was first tried, but thesehave been replaced by enamel trays, as it was found the tin rusted after a time andsoiled the labels.The labels are spread over the felt, gummed side down, and the trays are put oneat each end of the packing table so that the packers may have them readily tohand.The packer picks up a hand of bananas, counts it and, as he turns to place it in thebox, takes a label from the tray and sticks it on. With a little practice this becomesautomatic, and one of my packers, who at first was rather dubious about it,remarked recently, “I now do it without thinking, and should find it awkward to goback to the old way of packing without the labels”!The placing of the labels in the tray takes very little time and is done at oddmoments by the boy who is engaged in strawing and papering the boxes. Sparetrays are prepared, so that when one is emptied on the packing table it can be atonce replaced by a full one. It is well, however, not to make too large a stock, as , ifleft for any length of time the gum soaks into the felt and the labels will not stick.I may add that three men, cutting and packing, can pack at the rate of seventyboxes an hour and attach a Blue Label to every hand. ”

The definitive paper on label application by J.D.K. Turner had to wait until the end of1930 when, perhaps, a lot of experimental trial and error work had been done. Here it is:

“ What about Labelling?

Since the introduction of the now universally known “Fyffes” Blue Label, muchtime has been spent and much thought exercised as to the simplest and mostefficient method of damping and attaching the three labels per hand which arenecessary to signify to the consumer that he or she is purchasing the finestbananas obtainable; in other words, “Fyffes’ Blue Label Brand” bananas.After trials of many types of devices, some of which embodied a more or less

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Illustration No. 3December 1930.

The Banana Budget

Tray Labelling Device — Type B


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automatic feed form a charged magazine, whilst others were ambitious enough toinvolve direct attachment of automatically damped labels to the banana fingers, itwas found in practice that the simpler and more primitive idea of spreading thelabels with their gummed surfaces on a dampened felt pad, from which they werepicked off and attached to the banana fingers by hand, proved the most acceptablemethod to the majority of handlers.We therefore designed and arranged to stock and supply a neat non-corrodiblecopper tray, ten inches long by eight inches wide by half-an-inch deep, containinga half-inch thick felt pad, which device has apparently filled all reasonablerequirements.Latterly, have in mind the time occupied primarily in spreading the labels on thepad-in view of which many handlers have requested much larger pads, even up tothree feet long by two feet wide or more-as well as the possibility that the labelsmay either not be sufficiently dampened, or otherwise may be too wet to adheresatisfactorily to the fruit, we have developed a new device of the tray type whichhas had comprehensive tests in our own Branches and which is considered to be adistinct improvement on the first tray device issued.

ConstructionThe new pattern, know as

TRAY LABELLING DEVICE-TYPE B,

as will be seen from the accompanying reproductions, (Illustration No. 3), consistsof a copper tray, as before, eight inches long by five inches wide by half-an-inchdeep, this tray, however, carrying a copper upper tray, the latter having a slopingflange resting on the felt pads fitted in the lower tray.In this type there are two felt pads, each eight inches wide by five inches long bythree-eighths of an inch thick, one resting on top of the other.

OperationThe labels are simply placed in piles in dry condition, gummed side downwards,on the upper tray (as shown in the reproduction) from whence they are drawnforwards by the fingers over the surface of the dampened felt pad.

Advantages

1. Labels are not moistened until they are required for use.

2. Labels unused are still in mint condition, instead of being stuck to the pad ortoo moist for use.

3. Time and labour are saved by the elimination of the spreading out of labels.

4. Eight separate surfaces of felt can be used before the pads need be cleanedthrough becoming saturated with gum, as the pads can be turned end for endand both top and bottom surfaces of each pad put into use.

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The following can be supplied from our Stores, if orders are placed at our variousBranches through out the country:-

Prices.Tray Labelling Device, Type B, com-plete, consisting of upper and lowertrays and two 8” x 5” felts ... 5s. Od.Lower tray alone .. ... ... 2s 0dUpper tray alone 2s OdSpare felts, each 8” x 5” 1s 0d. per pair

NoteHandlers already in possession of the tray labelling device originally issued canconvert this to the modern type “B” by purchasing an upper tray only, in additionto a pair of 8” x 5” felts, this upper tray being designed to fit exactly into existing10” x 8” trays.

”


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Illustration No. 4Fyffes Banana Budget for 3rd July, 1929.Note the masthead is still the original – cf. next illustration No. 5.


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Apart from the mechanics of getting the labels applied it is interesting to follow thepublic relations campaign fostered throughout first Britain and Ireland, and thenContinental Europe as this idea caught on like a bush fire. However, back atheadquarters in Bow Street, London it is perhaps surprising that although on July 3rd1929 the Budget itself featured the new logotype in a rudimentary form, (Illustration No.4), it was not until 1st January 1930 when it became incorporated in the masthead forthe first time (Illustration No. 5).

Throughout Britain in the Summer and Autumn of 1929 the campaign spread withreports coming from the regions as: “News from the Branches”. Here are someexamples taken from the Budget of July 24th 1929. You will note that the importance ofstrict adherence to the logotype was not yet in vogue, and the Fyffes name and thelogo were given different treatments.

“ News from the Branches.Our official Correspondent at Sheffield sends us the following:-

We have again to congratulate our old friend, Mr. J. H.Mc Manus, of Leeds and itis a pleasure to see the admirable and original methods he has adopted in bringingFyffes’ Blue Label bananas before the public. The accompanying photographs (seeimmediately below) show how this ‘live’ young man, immediately any new ideaarises in his Banana Department, sends back into the shops his lorries for a newcoat of paint that shall announce the fact that he has “the goods”.Included in the happy group of banana men is the newest addition to the staff - theboy seated on the box. He is very proud of the fact that he is one of the pioneers ofa new industry - Fyffes’ Blue Label affixers. Indeed, he is a “specialist”, havingbeen engaged for that particular job. The cat he is nursing is there for catchingrats, not licking the labels!

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Illustration No. 5Fyffess Budget incorporates a totally revised masthead featuring the famous Blue Label for the first time– January 1st, 1930.


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There is apparently no limit to the enthusiasm in the Sheffield area forFYFFES and their Blue Label bananas.

The very striking and wonderfully effective poster, of which the accompanyingphotograph (Illustration No. 6) will give some idea, has been adopted by Mr. R.Francis in conjunction with Mr C. Mason in a very enthusiastic manner on behalfof A. W. Mason, Chesterfield.

These are exhibited at their respective Branches, Sutton-in-Ashfield andChesterfield, in prominent positions on the main thoroughfare in front of thewholesale store.

The huge poster is 11 ft. by 7ft., Fyffes Bananas being in red 12 and 15-inchletters respectively. The remainder is in blue, on a white background, the wordsBlue Label being in 12-inch letters.

We congratulate these go-ahead young men on their enterprise, and hope tosee it “bear fruit” in returns.

”

In these months the Budget busily reports innovative creations by Fyffes agents fromall over the country. There are too many to mention all except but a few to give theflavour of the campaign as it rolled out across Britain, Ireland and the Continent. Beloware extracts from the Budgets for 23rd October 1929, and 4th December 1929 whichcontinued to illustrate an inconsistency in the writing of the name, but no shortage ofpromotional ideas!


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Illustration No. 6July 1929. 11ft x 7ft poster at Sutton-in-Ashfield and Chesterfield.


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“ Recent AdvertisingThe Liverpool Publicity Committee are absolutely right intheir firm belief in the gospel of reiteration. They have astory to tell, and of course that story is that the Blue Labelis the sign of the best bananas. In our issue of the 2ndinst. we reproduced two very attractive littleadvertisements, and are now pleased to reproduce anotherwhich has recently been featured in the Liverpool Press.It is a very excellent speciment of direct, “straight - from -the - shoulder” advertising, and links up admirably withthe National Campaign.

”23rd October 1929. This advertisement says it all, makinguse of the Blue Label. However standardisation as to howthe name “Fyffes” is written has not been established.

“The accompanying carrier bag has just been produced by the Leeds PropogandaFund Committee, who have had 50,000 of these printed, and are in a position tooffer them to the Retail Trade at the remarkably low price of 6d. per dozen. Theyare very strong and measure about 16 inches in length, have ample carryingcapacity, and, as will be seen, are very neatly printed with the ever popular slogan- “Fyffes’- Blue Label.’’

”4th December 1929


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Today it is often not realised how widespread Fyffes banana operation was 70 yearsago. Publicity reports poured in from all over Britain but also from Denmark, France,Holland, Norway, Romania and Switzerland.

From Denmark . . .“ A Danish Idea

The above is one of 50 motors belonging to our customer. Mr. A W. Kirkebye, ofCopenhagen, and illustrates his latest stunt to bring the magic word “Fyffes”before the Danish public.

January 1st 1930.

A Novel Effect in Lorry Advertising

The above is a reproduction of the latest lorry belonging to Mr. A. W. Kirkebye, ofCopenhagen. We think our readers will agree that the effect of the Fyffes’advertisement is really unique and distinctive. We are told that as the lorry speedsthrough the streets of Copenhagen the name: “Fyffes” appears literally to leap atthe passer-by.

January 14th 1931. ”


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From France . . .

“ The Latest from Paris

We reproduce below photographs of a one-ton Citroen lorry now in use by Elders& Fyffes (France) S. A. It is interesting to note the introduction of the “BlueLabel” on the side curtains and the effective Giant Hand painted on the back, allcontributing to a very smart ensemble.

November 6th 1929’’


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From Holland . . .

“ The above is a reproduction of a monster Fyffes’ advertisement that has beenattracting much attention in Rotterdam. The words “De lekkerste” mean- “Themost delicious.’’ Altogether an excellent and arresting poster. ”

December 31st 1930


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From Norway . . .

“ More Air Service

In our issue of December 4th last we reproduced a couple of photogrphas of anaeroplane used in the transport of bananas between Helsingfors and Reval inEsthonia. We cannot claim that the aeroplane seen in the photograph reproducedin our present issue (see below) is actually engaged in transporting bananas, but ithas been disseminating banana literature and drawing attention to the Fyffes’ BlueLabel brand for Chr. Matthiessen A/S, our customers in Norway. The followingletter, received from Mr. Sverre Nergaard, of that Company, will give someinteresing details:-This autumn I rented a small aeroplane as a flying advertisement in East Norwayfor Fyffes.The machine was painted like a banana with the Blue Label on both sides andFyffes in large letters underneath. The result was splendid and the machine hascaused a great deal of comment.

”January 15th 1930


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From Romania . . .

“ News from the Continent

TRAMWAY ADVERTISING IN BUCHAREST

We are pleased to reproduce above a photograph of the advertisement-placardwhich our friends, The “West-Indiana” Banana Import S/A of Bucharest, havebeen using in their tramway advertising. We think our readers will agree that it isquite effective.

”February 25th 1931


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And from Switzerland . . .

“ Effective Lorry Advertising in Switzerland

We reproduce below two photographs of lorries belonging to Messrs. StephenTaylor and Odoardo Fries, both of whom are customers of ours in Zurich. Thecombined fleets of the two firms make most effective advertising and cause muchcomment in the various districts which they visit.Readers will notice that one of the lorries in the upper photograph bears a“Bananas and Milk” design. Switzerland has an attractive cut-out depicting thesame subject and the lorry in question makes an effective combination with this.

”March 4th 1931


And another from Switzerland . . . “ An Item from Switzerland

We have received the accompanying two photographs (from our customer, Mr. J.Sutter, of St. Gallen, Switzerland).The first shows the scene of an accident. Mr Sutter’s lorry skidded on an icy roadand fell over the bridge on to the river bank 65 feet below, taking with it 30 feet ofhigh tension overhead electric cable. The driver was practically unhurt, but onstepping out of the remains of the lorry came in contact with the broken electriccable. The shot threw him 25 feet and he landed in the river. His total injury was abadly strained bone in his leg!The second photograph shows the very fine lorry Mr. Sutter has bought to replacethe shattered lorry. Readers will notice it bears a “bananas and Milk” designsimilar to that on other Swiss lorries, a photograph of which appeared recently inthe BUDGET.

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March 18th 1931


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Finally by 15th January 1930 we find a reminder from the Chief Executive again toensure nobody slips back to the old ways!

‘‘31, Bow Street,London, W.C.”.

15th January, 1930.

We are preparing an Advertising Campaign to commence early in February, and Ifeel that the Campaign will give just that fillip to the banana trade which isrequired.

Our arrivals at the moment are not heavier than at this period last year, but fromMarch we are expecting increased importations, and the advertising will be soarranged as to take care of this - 1929 was a satisfactory year for our BananaHandlers - in spite of the abnormal weather and consequent bad trade during theearly months - and I believe that with any luck as regards the weather we can lookforward to 1930 with optimism.

Banana markets will be carefully watched during the year, and our prices will bein accordance with conditions.

Don’t forget the Blue Labels, and please don’t let any bananas leave yourwarehouse without at least one - preferably three - Fyffes’ Blue Labels on eachhand.

With all good wishes for 1930.

’’

So, the first and revolutionary introduction of branded fruit took place rapidly fromconception in May 1929 to January 1930. As we might expect, once the decision wasmade to proceed, the introduction across all Fyffes marketing territory was rapid andfollowed closely by head office.

The famous Fyffes Blue Label lives on today.

From the Budget of April 30th comes this final advertisement. It says it all. Nothing haschanged except that Fyffes has now been distributing bananas for over 100 years!(Illustration No. 7).


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Illustration No. 7April 30th 1930


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FYFFES THE WORLD’S OLDEST FRUIT BRAND. - Jim ... Fyffes - the world's oldest fruit brand. The...

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Transcript of FYFFES THE WORLD’S OLDEST FRUIT BRAND. - Jim ... Fyffes - the world's oldest fruit brand. The...