A wartime taste of peaches: Del Monte’s turn from Victory Gardens
This botanical history post was featured on The Daily Gardener podcast:
February 8, 1944
Dearest reader,
On this day, amidst the tumult of World War II, Del Monte launched a clever advertisement that pivoted from their earlier support of Victory Gardens to champion the convenience and quality of their canned and jarred fruit.
Picture this: a woman, confident and knowing, clutching a can of peaches, declaring with the wisdom of hard experience,
“I learned the hard way, all right! — and believe me, since I put up fruit of my own I appreciate Del Monte quality more than ever!”
In an era when every kitchen was a frontline and every extra moment was precious, this ad struck a chord with countless homemakers who had battled through the trials of home preservation—only to find that sometimes, a trusted brand’s reliable pantry was a true ally.
Del Monte, once a supporter of the triumphs of the backyard Victory Garden, now gently reminded buyers of the ease and dependable flavor found in their fruit during challenging times.
One might wonder, dear gardener, how the dance between homegrown pride and commercial convenience has evolved over the decades.
When do we hold fast to the fruits of our own labor, and when do we embrace the kindness of the store shelf?
Is there a secret alchemy in those sealed cans that preserves not only fruit but also the spirit of a nation at war?
And as you tend your own garden or pantry today, does this blend of struggle and reward from years gone by offer a quiet encouragement?
To take pride in what you grow, yet savor the simple joy when quality comes ready-made?
