For nearly 70 years, the Washington Apple Commission’s main focus was publicity and marketing for the state’s apple industry.
These days, the Commission is exclusively dedicated to foreign trade programs, industry organizations, and logo protections. But our archive of magazine ads, TV spots, and promotional displays dates back to the early 1930s — and showcases our long history of celebrating everyone’s favorite fruit.
The newly formed Washington Apple Commission used assessments from apple growers to expand their advertising program to include full pages in Life, Woman’s Home Companion, Good Housekeeping, and other magazines. Radio ads, subway posters, and billboards started popping up around the country as a strong interest in the powerful “health” story for apples started to develop.
During World War II, advertising paused — price controls made it unnecessary — and the Commission instead invested in industry research around fruit maturity, storage, retail handling, and packing. Professor Earl Carlson from Washington State College was hired to organize a full-time research department, which led to bruise reduction practices in the orchard and packing house, as well as in transit. He also explored early tests of packing apples in plastic bags, automatic box filling, and mechanical packing equipment.
After the war, the Commission and apple shippers united to restore demand for apples and increase sales in a competitive market. Their biggest-in-history sales push in 1948 cost nearly $500,000 — and was a huge success.
In the early part of the decade, the National Apple Institute, an association organized by the Washington Apple Commission, directed its campaign at the dental and medical profession, dietitians, and schools. By 1953, more than 500 copies of dental health films were circulated throughout the country, promoting the apple as “Nature’s Toothbrush” – with the blessing of the American Dental Association.
The Commission celebrated its 20th Anniversary in 1957, along with its position as a leader in the nation’s marketplace. Grocery chains on both coasts believed in the power of Washington apple growers. According to the Produce Manager for Von’s Grocery stores: “We sincerely believe that the enterprising policies of Washington apple growers have, to a great degree, set the promotional pace for many other segments of the fresh produce industry.
Wooden apple crates were replaced with cardboard boxes by the late 1950s. Their colorful labels are now popular collector’s items.
By the spring of 1961, the first official trademarked logo was unveiled to the Washington state apple growers to help drive continuity across the industry.
At the time, the advertising and merchandising program was spending around $1 million per year to help drive the sale of Washington apples.
By the mid-60s, the Commission had started coordinating large regional sales and display contests amongst retailers. Retailers would submit a photo of their display, then be entered into a drawing for radios, watches, boats — even a Thunderbird.
Large promotions and aggressive advertising campaigns dominated TV, newspapers, magazines, and radio during the 70s.
Starting in the 60s, the Washington Apple Commission had a food page publicist to create new and interesting uses for apples, then distributed those ideas through newspapers and other media. By the 70s, apple recipes were increasingly popular, and drove promotions.
In 1981, the biggest investment out of a $2.4 million advertising budget was in television, with some ads showcasing Will Rogers, Jr., who had worked with the Washington Apple Commission for six years. The influential Paul Harvey News radio show also included a spot each week.
The new Washington Apple logo was unveiled in December 1982, which amped up the Washington name through the middle of the apple.
By 1985, TV advertising was reaching more than 300 million people. There were over 2,000 radio spots running on nearly 50 stations, and thousands of pieces of direct mail were hitting the desks of produce executives across the nation. Full-scale activities were happening throughout the year, and the Commission proposed a 5-year plan to increase assessments from 15 cents per box up to 25 cents. The increase would help meet the challenges of moving larger crops into the future, and more than double the Commission’s budget, from $7.4 million to $16.1 million. More than $5 million of that increase would be dedicated to advertising.
One of the last major promotions before the Washington Apple Commission pivoted away from advertising in the US was the World’s Greatest Granny contest. Each year, the Commission sponsored the search across the US and Canada for the perfect granny to be the “spokesgranny” for Washington apple growers.
The 20 finalists would come to the Commission’s headquarters in Wenatchee during the Apple Blossom Festival to participate in the Granny Finale — the winner would be featured on posters and at events throughout the year.
