North by Southwest

This older label is an example of apple box labels up until the 1970. These were artistic renderings of everything from fruit growers kids, to particular apple orchards and are a genre in themselves as to classification. In this case the Associated Growers of B.C. in Vernon have chosen a realistic landscape image of the Okanagan valley in central British Columbia. Although for marketing purposes the words "Canadian Apples" did not have to legally appear on the label, this textual reference to the sovereign dominion of Canada, point the buyers mind to the politically geographic origin of these apples. It is interesting to note that the same growing region of Canada, is also home to the Penticton Valley which is a peach (stone fruit) growing region. This is "southwestern" Canada. In contrast just south of the boundary, it becomes the northwestern USA, a stone fruit growing region, but not colloquially known for it, like the southeast of the USA, Georgia or even the southwest, where peaches grow under irrigation in the deserts of California and Arizona.

That Bread's From Where?

French bread, is really not French in origin anymore than ravioli are Italian, however certain styles of products have become identified with regions and in some cases their history. In this Colombo label, San Francisco style bread....is considered to Sour...French Bread. I have also seen this bread marketed as 49er style bread in a sour dough recipe, also associated with the "Bay Area's Finest" brands. The sour dough style of bread, along with the 49ers (the gold miners), are associated with San Francisco historically. So this bread might be classified as a combination C2,C3.

Deep in the Toast of Texas

French toast, Texas toast. This bread is not made in Texas, but it makes good French toast, and its called Texas toast. The subliminal message here is BIG. Not many places can boast of portraying an identity to largeness, even when it is not the largest...state....But one rarely finds references to Alaskan Sized Bread. It is interesting to note that Coke, the soft drink also uses a reference to "Texas sized" soft drink bottles and superimposes the outline of the state of Texas on the label.

A Text-Based Example.

Fisher Flour Mills has been a Harbor Island (Seattle) landmark since 1911. The mill made the news in 1946 and ironically again in 1965 when its facilities suffered earthquake damage on this "island" of seismically intensifying fill near the Duwamish River. But these set backs have not stopped the milling magnet that, up until 2001 was owned by Fisher Communications owner of over twenty radio stations including KOMO in Seattle. Fisher's well embedded history in the Pacific Northwest provides the theme for its point of purchase presentation on its Fair Scone box. A little culinary geography / history lesson on the side of its original Fair Scone box reads as follows: "These tender, triangular-shaped biscuits are served piping hot from the oven, smeared with whipped butter and tart raspberry jam. Many a faithful fairgoer has stood in line, sometimes for hours, to sample a bite of these delicious attractions. Fisher Fair Scones were served at the San Francisco World's Fair in 1915. Following their debut, Fisher Scones gained popularity and a loyal following throughout the Northwest."

If only to fill up the side of a box with words and advertising, there is no other reason the consumer needs to know the history about these scones. Or is there? The evidence of regional identity is prevalent with products in the Pacific Northwest,( Carnation (Washington) Milk, for example) and elsewhere (Land 'O Lakes Butter).......below are just a few "sweet ones" from Washington and Idaho.

The Candy Bar That Made Idaho Famous
The Owyhee (Oh -why- Hee) River rises up in Nevada and ends up as a tributary of the Snake River, running additionally through Oregon and ultimately into Idaho. It's name is derived from the early pronunciations of what was, even earlier, referred to as the Sandwich Islands. These islands named by Captain Cook ultimately became known as Hawaii. Owyhee natives, peoples from the Sandwich Islands, were brought into the Snake River region in the early 1800s to assist in trapping operations conducted by British economic interests. In one instance some of these people were killed by a local band of natives near this river. The name of the river was derived as a consequence of this incident. Conversely, that historical / geography lesson is necessary in understanding the derivation of the Idaho Candy Company's association with its brand name "Owyhee". Indeed, this brand name in itself is about a landscape and since 1901 the Idaho Candy Company of Boise, Idaho has been producing confectionery metaphors for the Owyhee, Snake river country that surrounds it. Beginning in 1928 the State of Idaho promoted its potato crop on its license plates. Ten years earlier the Idaho Candy Company did the same with their now famous Idaho Spud candy bar. Idaho, as well as Montana is a gateway into Yellowstone National Park, home to the Old Faithful geyser. The "Old Faithful" candy bar label under the Owyhee brand embraces this connection with an image printed in red white and blue, presenting a foreground of conifer trees, a backdrop of mountains and a steam plume issuing up from the geyser itself. However, the "magma" under this caldera of chocolate is viscous marshmallow and cream, with "laccoliths" of peanuts. What a nice way to learn magmatic processes!