Fyffes Bananas final 4.

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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 unique
and born into a marketplace devoid of competition.
The famous Fyffes Blue Label came into being at a time when many heavy
weight legendary brands that survive today were around, if in other areas of the
general marketplace. To mention but a few: Cadbury Chocolate, Colman’s
Mustard, Bird’s Custard, Bovril, Kiwi Shoe Polish are still going strong and with
us 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 sample
mentioned in this feature, played a vital role in keeping the brand before the
public. Virtually, all modern promotions in this food sector and others can be
seen to have had their earlier counterparts applied to the Fyffes brand earlier
this century. It is little wonder recall is so high and likely to remain so given the
constant attention given to the brand even to this day.
Its endurance for over 70 years at the time of writing, having belonged to a
parent company that has been in existence for over 111 years is truly
remarkable, and must substantially contribute to its high profile.
None of this would, of course, have been possible if the quality of the fruit to
which the label is attached had not been guarded, protected and improved over
the decades to ensure customer satisfaction. Many claims can be made, but a
product has to be consistently good if a quality image is to endure as it has done
in this case. This is a certain tribute to a remarkable company whose staff have
surely exhibited tenacity, good judgement and wisdom over an extended time so
that to this day the brand is so widely respected.
What is so interesting about this publication, and why we are very happy to
support it, is that it allows us, the readers, to almost eavesdrop on the decision
process at that very birth of a world famous brand all those years ago. For the
reader inextricably linked to advertising as we in DDFH&B are, the subject of
brands is always one of constant fascination.

Jim Donnelly
Managing Director
DDFH&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 person
responsible for this famous brand – its graphic evolution, depiction, application
and control – I have often been asked about its origins. While being generally
aware, like many I imagine, of what these were from certain publications, it took
a specific request from the USA to spur me into action, and to stop talking
vaguely and to tie dates properly down. A one page note would cover it all, I
thought, but then I got reading the FYFFES BUDGETs of the time and the note
became a booklet!

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

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

My job has been relatively easy as I have chosen to let the reports of the day in
the 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 a
comprehensible manner. I have been fortunate to have access to the Company’s
collection of this weekly publication from some 70 years ago, and also for the
foresight of our forebears to produce it in the first place.

L Swan
Fyffes Dundalk
November 1999

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Fyffes - the world's oldest fruit brand.

The Company, Fyffes plc, has undergone many name changes since its foundation in
1888 as: E.W. Fyffe, Son and Co. Some of the more significant have been:
1897 Fyffe Hudson and Co Limited
1901 Elders and Fyffes Limited
1969 Fyffes Group Limited
1987 FII Fyffes plc
1990 Fyffes plc
The logotype however has wisely undergone evolutionary rather than revolutionary
change 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 accordingly
change-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 weekly
bulletin called "The Banana Budget" at that time. In it major company developments
are reported. This publication grew from the necessity of informing the trade, in the
then many wholesale markets in the UK, of stem volume landings, prices achieved and
expected, and volumes probable looking forward. With time reports on all aspects of
company life swelled its pages. We can trace label usage best by following articles in
the "Budget".
We must remember that at this time (late 1920s) bananas travelled on the bunch in
ships, and were only cut from the stem for delivery to retail shops as "hands" at their
destinations after ripening. It was not till the 1960s when the spread of the fungus wilt
disease, commonly called "Panama Disease", became so widespread that much softer
fruit from a disease-resistant variety caused the industry to box and label fruit in the
tropics. 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 conducted
throughout Britain (See May 1929 advertisement - Illustration No. 1). While explaining
to the public why they should buy Fyffes-supplied bananas because of all the care and
attention given the fruit by Fyffes staff and their agents, we can easily see that
recognition of the Fyffes product at retail would have been difficult since the only

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Illustration No. 1
May 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 in
these "flats" that the fruit was delivered from the ripener. The fruit was however not
generally put on display in them.
There can be little doubt that the whole matter of how to identify Fyffes-supplied
bananas at retail was given an immense sense of urgency on 12th April 1929 when the
Jamaica Producer’s Association began operations. This Company, through its
subsidiary: Jamaica Banana Producers Association Limited, had set up in competition
with Fyffes, and with its own shipping in place, started to land significant volumes on
the British market. This was the first serious competition that Fyffes had faced, but
even in May 1929 Fyffes advertising had not decided how to defend their position, as
can 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 to
enable recognition! There is a logic to this step which, derived from the
aforementioned press campaign, seems so obvious in hindsight; but at the time it took
courage and tenacity to introduce, since it required agents (not subsidiaries) to put up
with added inconvenience, and to be convinced to spend money on extra labour to
place the logos on the fingers. Also glue technology was not what it is today, and
asking water-soluble gummed labels to stick to a banana skin involved ingenuity and
faith!
To support a national branding announcement, in July 1929 another press advertising
campaign was launched (Illustration No 2). It is truly wonderful in its simplicity; but as
you might imagine not all ripeners were enthusiastic when faced with labelling the
fruit, a new and extra operation and cost, the benefits of which they were in need of
being convinced. As can be seen in the opening text of "The Banana Budget" of June
26th 1929, signed by no less a personage than Henry Stockley the Chief Executive of
the 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, the
public have been asking for Fyffes’ bananas in the retail shops. This is according
to 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 Blue
Label 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 some
cases, been used with enthusiasm, but in other cases the wholesalers have merely
tried to please our representative in the matter, with no great enthusiasm for the
idea.
There is not the shadow of a doubt that when every hand of bananas delivered to
retailers bears the blue Fyffes’ label, we shall have contributed to one of the most
important and far-reaching events in the banana trade in recent years. In fact, one
enthusiastic handler tells us that he thinks it is as important as the flatting system!
continued…
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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 no
means a general showing of the labelled fruit. At one shop in a suburb of London
all the fruit was so labelled for the reason that the particular clientele of that shop
demanded Blue Label bananas, and the retailer, in his turn, insisted - if that is not
too 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 received
his supply of labels, did not deem it necessary to repack some 50 boxes that he
had ready for sale and went on using the labels for the fruit that yet remained to be
packed. He, however, could not sell his unlabelled fruit to retailers, and
consequently he had to do in the last instance what he did not wish to do in the
first.
We mention this to show that from the retailer’s point of view the innovation is
wanted, and although the wholesaler can thwart the wishes of the retailer in this
particular, it is manifestly a most unwise thing to do.
We recognise that there is a certain amount of time lost in affixing the label to
each hand of bananas, but the amount of time lost - if there is an enthusiasm
behind the application of the idea - is negligible. At one warehouse 1,000 boxes
were packed in an ordinary working day, and all the labels affixed by the
employment of two youths of 15 years of age.
In the actual mechanical operation of affixing the label there is a good deal of
spade work to be done.
We, on our part, have been trying to find some simple apparatus to aid in the
affixing of the label; but up to the present without success, and the employment of
a well-damped piece of an ordinary felt hat seems to be the most practicable
medium 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 scheme
can 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 call
it “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 is
called it still does single out “Fyffes”.
We shall appreciate any opinions addressed to this office on the subject, but
frankly 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 and
acceptance. The following text from 10th July 1929 illustrates the findings and
philosophy of the time, and touches upon the practicalities of wetting the labels prior
to application to the fruit. A topic about which much thought and ink was to be
expended over the coming months.

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

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“ Fyffes’ Blue Label
We have had an opportunity during the
last few days of ascertaining the extent
to which the Fyffes’ label has been
supported by the trade. On the whole it is
satisfactory, but there are still some
wholesalers who, probably through
failing to see the importance of this
labelling, are not supporting it with the
enthusiasm that we had hoped for and
expected.
The value of the label is very largely
cumulative. By this we mean that in a
neighbourhood showing 20 per cent. of
Fyffes’ labels the increase of that display
to 30 per cent . represents far more than
a 10 per cent. increase in the value of
such display, and so on.
We have visited towns and districts
where it has seemed to us that 100 per
cent. of the shops are showing the label,
but actually it has been only some 70 per
cent. It is the constant repetition of the
label in shop after shop that makes the
display so impressive.
As we have said before, this innovation
is one of the most important ever been
made in the banana trade, and it is with
every confidence that we ask for co-
operation.
The native wit of our customers has been
evidenced in many and various devices
which have been made in order to
simplify the process of labelling. Owing
to the delicate nature of the fruit,
ordinary presses and gumming machines
are ruled out of court, and the only way
seems to be to stick them on, using some
damper or pad.
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Page 6
In one large centre, handlers packing as
many as 1,000 flats a day, have adopted a
pad of felt pulled tightly over a
framework of battens from crates of
Canary bananas and tacked down.
Along-side is a receptacle containing
water which is used to keep the large
pad damp, and on this dampened surface
the packer places 50 to 100 of the labels,
gummed side down, and these are taken
from the pad and affixed to the fruit.
This is not a mere theory, but represents
a method which has been in use for
several weeks past and is very
satisfactory. Indeed, the handler in
question tells us that it has very
appreciably speeded up the process.
At some other centres a couple of baking
tins, one containing the labels and the
other a dampened Sorbo sponge, are
used.
Practically all the users of this device tell
us that they are astonished at the ease
and rapidity with which the labels can be
affixed, and they confess that their fears
concerning loss of time have not been
realised. Furthermore, the men who are
entrusted with this job do it now as part
of their regular routine, and - unless
there is a very large quantity - extra staff
is not required. Even, however, if it does
mean a little additional cost and labour, it
will be amply justified.
In our concluding remarks on this
subject in a recent issue we said:
“In all our future advertising the Fyffes’
Blue Label will receive prominence.” We
repeat this now.
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Continuing our quest for the ultimate system for applying the Fyffes blue labels, we can
imagine the substantial attention being given to the problem from the following articles
from 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 the
Blue 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. We
have spent a good deal of time in trying to find a labour-saving mechanical device
which 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. Our
readers will find that the difficulties which seemed so formidable at the inception
of the scheme were not so serious after all.

Blue Labelling in Ireland

By N. S. Davison (of Belfast)

Now that the familiar “Fyffes’ Blue Label” has become an established fact and
that all keen handlers of “Fyffes” bananas must have long since realised its
inestimable value from every viewpoint, it occurs to us that a brief description of
our 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 thought
and thought, and thought again.
Our first attempt was made by damping the labels individually on a sponge
protruding from a cup with a little water in it. This method was found to be so slow
and 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, “The
hat my father wore”, was immediately cut into convenient sizes. As to making use
of the hat we heard more the same afternoon from a certain Welshman at this
Branch.
We make a point of clearing our tables (or practically so) after each ten bunches
have been cut. We use two full-sized tables. At each table, one man is responsible
for selecting, running the bunches (ten at a time) forward, and cutting, and two
men pack. Under this working arrangement a short interval usually occurs
between the time the table has been cleared and enough fruit of the next ten
bunches has been cut to give the packers a selection sufficient to allow them to
continue packing. One piece of felt was placed beside each packer and he was
made responsible for keeping it damp and for spreading labels on it at each of the
intervals mentioned above. The packer then picked up a moistened label from the
continued…
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pad and affixed it to each “hand” after he had counted it ready for the flat. But for
the fact that picking the labels off the pad was rather a slow job, this method was
found 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 it
resilience, labels could be picked off it more easily than off a solid surface. After
further experiment we constructed a frame for each packer thirteen inches long,
seven inches wide, and two inches deep. A frame this size holds approximately
100 labels. These frames, by the way, were made from battens from Canary banana
crates. A Dutch tomato box with the bottom knocked out would serve the purpose
well, but is rather large for our requirements. A piece of felt was then stretched
across each frame (not too tightly) and tacked down. Later we experimented with
baize and found it a great improvement as it holds the dampness equally as well as
felt and has the property of causing the labels to curl at the edges when they have
been on it for a very short time.
This, of course, expedites and simplifies the job of picking the labels off. It is
important that the pads should not be made too damp and also that labels should
not be left on them for more than fifteen minutes.
On rush days during the summer, a youth aged 14 to 15 years (supple fingers the
primary 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 youths
affixing lables, in an eight-and-a-half hour day 1,150 flats have been packed with
a label properly affixed to each “hand”.
We have, on several occasions, timed one of these boys (not under test) filling a
pad with labels, and found that approximately 100 labels were properly spread on
a pad in 11⁄2 minutes. The youths, though not regularly employed, became very
expert, in fact ambidextrous, and, as any one who has seen them can testify, could
deal 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 an
integral part of the job and can now deal with it, under ordinary circumstances
without any appreciable slowing of work. Additional help is only required at rush
periods.
The suppliers are producing a label which can be relied upon to stay put if the
edges are properly fastened down. If the latter point is not watched carefully labels
are 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 it
has filled the bill satisfactorily for us, and we can recommend it with all
confidence to those who may be suing other methods.
”
In both the account above and below the detail and language reveal an almost
fanatical approach to solving the labelling problem with always an highly
commendable eye to cost control. From Durham on the same date comes news of how
they tackled the problem.

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“ Blue Labelling in the North East

By C. M. S. Missing (of Durham)
When first the practice of attaching the Blue Label was started, I, no doubt, in
common with may others thought this would entail a good deal of extra time and
labour, but very shortly found this was not so. Once a system had been evolved, it
quickly became merely a matter of routine, and now every hand leaving my
warehouse bears the Blue Label, and it is found this means very little time or
trouble and no addition to the staff.
It may be of some use, therefore, and perhaps produce useful hints from other
handlers, if you will allow me to describe my method of attaching the labels, which
was arrived at after one or two experiments.
Dishes or trays about a foot square are used, covered at the bottom with a piece of
wet felt--an ordinary tin pie dish, price 6d. at Woolworths, was first tried, but these
have been replaced by enamel trays, as it was found the tin rusted after a time and
soiled the labels.
The labels are spread over the felt, gummed side down, and the trays are put one
at each end of the packing table so that the packers may have them readily to
hand.
The packer picks up a hand of bananas, counts it and, as he turns to place it in the
box, takes a label from the tray and sticks it on. With a little practice this becomes
automatic, 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 go
back 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 odd
moments by the boy who is engaged in strawing and papering the boxes. Spare
trays are prepared, so that when one is emptied on the packing table it can be at
once replaced by a full one. It is well, however, not to make too large a stock, as , if
left 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 seventy
boxes 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 of
1930 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, much
time has been spent and much thought exercised as to the simplest and most
efficient method of damping and attaching the three labels per hand which are
necessary to signify to the consumer that he or she is purchasing the finest
bananas obtainable; in other words, “Fyffes’ Blue Label Brand” bananas.
After trials of many types of devices, some of which embodied a more or less
continued…
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The Banana Budget

Tray Labelling Device — Type B

Illustration No. 3
December 1930.
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automatic feed form a charged magazine, whilst others were ambitious enough to
involve direct attachment of automatically damped labels to the banana fingers, it
was found in practice that the simpler and more primitive idea of spreading the
labels with their gummed surfaces on a dampened felt pad, from which they were
picked off and attached to the banana fingers by hand, proved the most acceptable
method to the majority of handlers.
We therefore designed and arranged to stock and supply a neat non-corrodible
copper tray, ten inches long by eight inches wide by half-an-inch deep, containing
a half-inch thick felt pad, which device has apparently filled all reasonable
requirements.
Latterly, have in mind the time occupied primarily in spreading the labels on the
pad-in view of which many handlers have requested much larger pads, even up to
three feet long by two feet wide or more-as well as the possibility that the labels
may either not be sufficiently dampened, or otherwise may be too wet to adhere
satisfactorily to the fruit, we have developed a new device of the tray type which
has had comprehensive tests in our own Branches and which is considered to be a
distinct improvement on the first tray device issued.

Construction
The new pattern, know as
TRAY LABELLING DEVICE-TYPE B,
as will be seen from the accompanying reproductions, (Illustration No. 3), consists
of a copper tray, as before, eight inches long by five inches wide by half-an-inch
deep, this tray, however, carrying a copper upper tray, the latter having a sloping
flange 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 by
three-eighths of an inch thick, one resting on top of the other.

Operation
The 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 drawn
forwards 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 or
too 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 cleaned
through becoming saturated with gum, as the pads can be turned end for end
and both top and bottom surfaces of each pad put into use.
continued…
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The following can be supplied from our Stores, if orders are placed at our various
Branches through out the country:-

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

Note
Handlers already in possession of the tray labelling device originally issued can
convert this to the modern type “B” by purchasing an upper tray only, in addition
to a pair of 8” x 5” felts, this upper tray being designed to fit exactly into existing
10” x 8” trays.

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Illustration No. 4
Fyffes 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 the
public relations campaign fostered throughout first Britain and Ireland, and then
Continental Europe as this idea caught on like a bush fire. However, back at
headquarters in Bow Street, London it is perhaps surprising that although on July 3rd
1929 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 for
the first time (Illustration No. 5).

Throughout Britain in the Summer and Autumn of 1929 the campaign spread with
reports coming from the regions as: “News from the Branches”. Here are some
examples taken from the Budget of July 24th 1929. You will note that the importance of
strict adherence to the logotype was not yet in vogue, and the Fyffes name and the
logo 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 it
is a pleasure to see the admirable and original methods he has adopted in bringing
Fyffes’ Blue Label bananas before the public. The accompanying photographs (see
immediately below) show how this ‘live’ young man, immediately any new idea
arises in his Banana Department, sends back into the shops his lorries for a new
coat 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 - the
boy seated on the box. He is very proud of the fact that he is one of the pioneers of
a new industry - Fyffes’ Blue Label affixers. Indeed, he is a “specialist”, having
been engaged for that particular job. The cat he is nursing is there for catching
rats, not licking the labels!
continued…

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Illustration No. 5
Fyffess 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 for

FYFFES and their Blue Label bananas.
The very striking and wonderfully effective poster, of which the accompanying
photograph (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 behalf
of A. W. Mason, Chesterfield.
These are exhibited at their respective Branches, Sutton-in-Ashfield and
Chesterfield, in prominent positions on the main thoroughfare in front of the
wholesale store.
The huge poster is 11 ft. by 7ft., Fyffes Bananas being in red 12 and 15-inch
letters respectively. The remainder is in blue, on a white background, the words
Blue Label being in 12-inch letters.
We congratulate these go-ahead young men on their enterprise, and hope to
see it “bear fruit” in returns.

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

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

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“ Recent Advertising
The Liverpool Publicity Committee are absolutely right in
their firm belief in the gospel of reiteration. They have a
story to tell, and of course that story is that the Blue Label
is the sign of the best bananas. In our issue of the 2nd
inst. we reproduced two very attractive little
advertisements, and are now pleased to reproduce another
which 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 with
the National Campaign.

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

“
The accompanying carrier bag has just been produced by the Leeds Propoganda
Fund Committee, who have had 50,000 of these printed, and are in a position to
offer them to the Retail Trade at the remarkably low price of 6d. per dozen. They
are very strong and measure about 16 inches in length, have ample carrying
capacity, 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 years
ago. 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, of

Copenhagen, 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, of
Copenhagen. 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 speeds
through the streets of Copenhagen the name: “Fyffes” appears literally to leap at
the passer-by.
January 14th 1931.
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Fyffes Bananas final 4.1 12/6/00 15:57 Page 20

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 “Blue
Label” on the side curtains and the effective Giant Hand painted on the back, all
contributing 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 been

attracting much attention in Rotterdam. The words “De lekkerste” mean- “The
most 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 an
aeroplane used in the transport of bananas between Helsingfors and Reval in
Esthonia. We cannot claim that the aeroplane seen in the photograph reproduced
in our present issue (see below) is actually engaged in transporting bananas, but it
has been disseminating banana literature and drawing attention to the Fyffes’ Blue
Label brand for Chr. Matthiessen A/S, our customers in Norway. The following
letter, received from Mr. Sverre Nergaard, of that Company, will give some
interesing details:-
This autumn I rented a small aeroplane as a flying advertisement in East Norway
for Fyffes.
The machine was painted like a banana with the Blue Label on both sides and
Fyffes in large letters underneath. The result was splendid and the machine has
caused 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-placard

which our friends, The “West-Indiana” Banana Import S/A of Bucharest, have
been using in their tramway advertising. We think our readers will agree that it is
quite 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. Stephen

Taylor and Odoardo Fries, both of whom are customers of ours in Zurich. The
combined fleets of the two firms make most effective advertising and cause much
comment 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 the
same subject and the lorry in question makes an effective combination with this.

”
March 4th 1931

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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 road
and fell over the bridge on to the river bank 65 feet below, taking with it 30 feet of
high tension overhead electric cable. The driver was practically unhurt, but on
stepping out of the remains of the lorry came in contact with the broken electric
cable. The shot threw him 25 feet and he landed in the river. His total injury was a
badly strained bone in his leg!
The second photograph shows the very fine lorry Mr. Sutter has bought to replace
the shattered lorry. Readers will notice it bears a “bananas and Milk” design
similar to that on other Swiss lorries, a photograph of which appeared recently in
the BUDGET.

March 18th 1931

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Fyffes Bananas final 4.1 12/6/00 15:57 Page 26

Finally by 15th January 1930 we find a reminder from the Chief Executive again to
ensure 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 I

feel that the Campaign will give just that fillip to the banana trade which is
required.

Our arrivals at the moment are not heavier than at this period last year, but from
March we are expecting increased importations, and the advertising will be so
arranged as to take care of this - 1929 was a satisfactory year for our Banana
Handlers - in spite of the abnormal weather and consequent bad trade during the
early months - and I believe that with any luck as regards the weather we can look
forward to 1930 with optimism.

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

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

With all good wishes for 1930.

’’

So, the first and revolutionary introduction of branded fruit took place rapidly from
conception in May 1929 to January 1930. As we might expect, once the decision was
made to proceed, the introduction across all Fyffes marketing territory was rapid and
followed 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 has
changed except that Fyffes has now been distributing bananas for over 100 years!
(Illustration No. 7).

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Illustration No. 7
April 30th 1930

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