Hawaii Digital Newspaper Program UH Manoa Library
Hawaiian Pineapple Crushed
“Hawaiian Crushed or Grated pineapple; serve it like apple sauce. For serving just as it comes from the container, or for making pies and puddings, for salads and desserts, Hawaiian crushed or grated pineapple is the most convenient pineapple to use.
“Hawaiian Crushed or Grated pineapple is genuine, sun-ripened fruit, packed before sundown on the day that it is picked; thus is all its native flavor and lusciousness preserved.
“Buy it at your grocer’s in half dozen or dozen lots. It will keep perfectly until you are ready for its use, and it will always come in handy for the emergency.”
Hawaiian Pineapple Crushed
The evening world., June 21, 1921, Baseball Final, Page 8, Image 8
chroniclingamerica.loc.gov/lccn/sn83030193/1921-06-21/ed-...
In 1908, Hawaii's pineapple industry started an aggressive national advertising campaign, making pineapples synonymous with Hawaii.
After the 1907 Bankers' Panic reduced the demand for canned pineapples, pineapple companies in Hawaii invested $50,000, or three percent of their products' value. Previously, many Americans have never tried pineapple, and those who did ate it only on special occasions. For the first campaign in 1908, the industry worked with New York advertising company Joseph A. Richards & Staff to advertise in thirteen most widely circulated magazines in the United States, reaching 25 million readers. The ads emphasized quality and the cans’ cleanliness. This campaign made the pineapple mainstream and a staple ingredient in many housewives' recipes (most famously, the upside-down cake).
In later campaigns in the 1910s and 1920s, the pineapple companies advertised their products individually. Some ads contained recipes using pineapples and offers for free recipe booklets.
The ads emphasized their product's uniformity, high quality, moderate price, freshness ("Picked and canned the day they ripen"), and growing conditions ("grown in the rich lava soil fields of Hawaii"). Companies included Del Monte, Hawaiian Pineapple Company (later known as "Dole's Pineapples"), Big Horn, Chef, Libby's, and First Pick.
Hawaii Digital Newspaper Project
Hawaiian Pineapple Crushed
“Hawaiian Crushed or Grated pineapple; serve it like apple sauce. For serving just as it comes from the container, or for making pies and puddings, for salads and desserts, Hawaiian crushed or grated pineapple is the most convenient pineapple to use.
“Hawaiian Crushed or Grated pineapple is genuine, sun-ripened fruit, packed before sundown on the day that it is picked; thus is all its native flavor and lusciousness preserved.
“Buy it at your grocer’s in half dozen or dozen lots. It will keep perfectly until you are ready for its use, and it will always come in handy for the emergency.”
Hawaiian Pineapple Crushed
The evening world., June 21, 1921, Baseball Final, Page 8, Image 8
chroniclingamerica.loc.gov/lccn/sn83030193/1921-06-21/ed-...
In 1908, Hawaii's pineapple industry started an aggressive national advertising campaign, making pineapples synonymous with Hawaii.
After the 1907 Bankers' Panic reduced the demand for canned pineapples, pineapple companies in Hawaii invested $50,000, or three percent of their products' value. Previously, many Americans have never tried pineapple, and those who did ate it only on special occasions. For the first campaign in 1908, the industry worked with New York advertising company Joseph A. Richards & Staff to advertise in thirteen most widely circulated magazines in the United States, reaching 25 million readers. The ads emphasized quality and the cans’ cleanliness. This campaign made the pineapple mainstream and a staple ingredient in many housewives' recipes (most famously, the upside-down cake).
In later campaigns in the 1910s and 1920s, the pineapple companies advertised their products individually. Some ads contained recipes using pineapples and offers for free recipe booklets.
The ads emphasized their product's uniformity, high quality, moderate price, freshness ("Picked and canned the day they ripen"), and growing conditions ("grown in the rich lava soil fields of Hawaii"). Companies included Del Monte, Hawaiian Pineapple Company (later known as "Dole's Pineapples"), Big Horn, Chef, Libby's, and First Pick.
Hawaii Digital Newspaper Project