Flo Brand Indian River Citrus Fruits - Fruit Crate Label

Oakhill, Florida. Label for citrus fruits.

The Flo Brand of Indian River citrus, originating in Vero Beach, Florida, was initially the premier label for the Indian River Citrus Sub-Exchange packinghouses. Its name, derived from the first three letters of “Florida” and “Florigold,” the parent marketing company, became a staple of the region’s shipping industry by the 1940s. Various local entities, such as the Vero Indian River Producers Association, the Oslo Citrus Growers Association, and the Indian River Exchange Packers, used the brand to identify high-quality oranges and grapefruit. Flo Brand gained significant recognition for its vibrant crate labels, which were crucial marketing tools to attract male auction buyers in northern markets.

A distinctive aspect of Flo Brand’s history is the evolution of its mascot, “Flo,” whose image graced thousands of wooden shipping crates. Over several decades, Flo’s attire reflected changing social norms; she initially wore a modest one-piece swimsuit but transitioned to a bikini as the brand aimed to maintain its appeal to predominantly male wholesalers. Today, the legacy of the Flo Brand is preserved through the Indian River County Citrus Crate Label Trail, where historic labels are displayed at sites like the Captain Forster Hammock Preserve. These labels serve as a testament to the 1920s-1940s era when Indian River citrus established its global reputation for exceptional flavor, driven by the region’s unique nutrient-rich coquina limestone soil.