Labels are an important marketing device. They often go beyond merely identifying contents and are designed to help establish brand distinction and generate customer loyalty for a largely interchangeable product.
This Nuchief brand apple crate label was in use from 1900-1950. The lithographed label was produced by the Schmidt L. Company of Seattle, Washington. The label has an image of a young Native American boy wearing a headdress and carrying an apple and a hatchet. There is a Hi-Up brand label insert that depicts an eagle perched on its mountain nest with three eaglets inside. These apples were grown by the Peshastin Co-operative, and distributed by Nuchief Sales. Growers, packers, and distributors in the Northwest banded together in co-operatives to secure the best value for their produce and combat growers in other regions.
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