Del Monte Brand Label, California Fruit Canners Association, c. 1915.

Del Monte was the premium brand marketed by the California Fruit Canners Association, which became part of the California Packing Corporation in 1916.  Consumers gradually associated Del Monte’s distinctive shield design with a high-quality product.  The shield was one of the very first nationally marketed trademarks (or logos).  This label from the early 20th century includes absolutely no information about the product in the can, other than that it is “Solid Pack Tomatoes”.  Consumers did not know how much they were buying or if anything besides tomatoes had been added to the can.

Label
Gift of Ralph Rambo, History San José Collection