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1917 JOHNSTON FRUIT COMPANY - [The price is for the lot of five]. Advertising map with a lemon in the center.
Description
Five-fruit crate label for Pacific Brand, showing a lemon and a map of the Pacific Ocean, centered on Hawaii and including parts of California and Asia, as well as Australia and parts of Southeast Asia, with China, Hong Kong, Philippines, Australia.
Printed by Schmidt Litho. of Los Angeles. Johnston Fruit Co. of Santa Barbara, California.
The Schmidt Lithography Company was based in San Francisco. Max Schmidt, a German immigrant, founded his first printing business in 1873 and was among the first printers on the West Coast to use lithography. After his plant burned twice, in 1884 and 1886, he was running a factory in San Francisco by the 1890s, with branches in Portland and Seattle.
During the 1906 earthquake and fire, the company’s premises were destroyed again. Schmidt quickly acquired a nearby paper factory, so production continued practically uninterrupted. Within two years of the fire, Schmidt had rebuilt on the site of his former factory at the corner of Second and Bryant Streets.
Schmidt’s company was best known for its printed labels, but it also produced other items, such as separately issued prints. It was once the largest printing company on the West Coast, and today it is remembered for the clock tower that still stands at Second and Bryant Streets.
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