Victory Brand.  This ultra rare vintage 1900-1910 stone lithograph orange crate label depicts a colorful crowing rooster atop a Maltese Cross floating on a layer of clouds in a twilight sky.

Before the organization of successful growers' cooperatives in the early 1900s, such as the California Fruit Growers Exchange, many oranges were sold by commercial shippers in the Riverside and Los Angeles areas.  These independent dealers recognized the importance of firm name and brand name recognition.  They commissioned some of the best labels ever produced, often incorporating unifying themes in their designs.  The Fay Fruit Company used a Maltese Cross trademark, emphasizing the theme of being a winner.  Frank Paige Fay (1855-1929) was President of the F.P. Fay Fruit Company.  His company, a wholesale fruit shipper and distributor, had an office at 309 West 2nd Street, Los Angeles, CA in 1899.

This label is vintage - not a copy and is in attractive condition with edges substantially, professionally repaired.

Featured on page 30 of the definitive collectors guidebook "California Orange Box Labels", by Gordon T. McClelland & Jay T. Last.

The image shown in this eBay listing is a high-quality accurate-color scan of the actual label that is for sale.

Victory Brand label version 2 of 2 printed by Los Angeles Lithographic Company, Los Angeles, CA
Used by the Fay Fruit Company, Los Angeles, Los Angeles County, CA
Year: 1900-1910
Scarcity Rating: Ultra rare
Condition: Edges substantially, professionally repaired
Dimensions: 10" x 11"