19th Century Advertising Featured People as Vegetables

19th Century advertising featured people as vegetables

Tower Hill, near Worcester, Massachusetts, ranks high on my list of favorite public gardens.

On a recent visit I saw their newest exhibit.

The exhibit featured several trade cards from the nineteenth century garden industry.

In their effort to market vegetable seeds, companies used trade cards that included people as the vegetable.  This trade card from Jerome B. Rice and Company promoted beet seeds. [below]

Jerome B. Rice and Company sold beet seeds with this colorful chromolithograph, copyrighted in 1885.

Notice the phrase beneath the beet-man. It says, “I AM FREQUENTLY MISTAKEN FOR A DEAD BEET.” The lettering appears all in uppercase for greater emphasis.

It was not uncommon for several seed companies to share the same image, changing only the name at the bottom of the card.

The Tower Hill exhibit used this same beet image with another seed company’s name. The name ‘John B. Varick Company of Manchester, New Hampshire,’ appears at the bottom of the card.

Trade Cards

In her book  The Adman in the Parlor: Magazines and the Gendering of Consumer Culture, 1880s to 1910s  cultural historian Ellen Gruber Garvey writes about the history of trade cards.

She says, “Beginning in the 1880s, trade cards dominated advertising for national distributed products, until they were largely supplanted by national magazine advertising during the 1890s.

“Manufacturers had put colorful advertising trade cards into the hands of thousands but nationally circulated magazines were a more efficient tool.”

By the 1890s national magazine advertising had outpaced the effectiveness of the trade card.

At one time these small cards, some with people as vegetables, proved popular both for businesses and customers around the country.

Some people even turned to collecting them as a form of amusement.

The Tower Hill seed trade card exhibit in the library will be up for only a few more days.

 

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Victorian Annuals Still Popular

Victorian annuals still popular –

I have visited the downtown Georgian Mansion called the Moffatt-Ladd House in Portsmouth, NH many times.

What I like about it is that the garden skeleton basically dates back to the Victorian period. Today the gardeners, mostly volunteers, have sought to use garden drawings and written material as a guide for how the garden should look.

Luckily in 1990 Joseph Copley, curator of the Portsmouth Historical Society, found the garden journal of the late nineteenth century owner Alexander H. Ladd (1815-1900).

Ladd took possesion of the mansion in 1862. Over the years he lived there he became passionate about his garden, located behind the house.

In his journal Ladd writes about several annuals he regularly planted that are still popular today.

He mentions these annuals that he grew in his garden: pansy, petunia, sweet pea, verbena, and zinnia.

To make room for his spring narcissus, Ladd planted narcissus bulbs in an area where he had earlier planted verbena.

He wrote on November 7, 1889, “I planted Verbena bed with my largest selected Poets Narcissus – of which 608 (illegible) put in this bed.”

Rochester, New York seed company owner James Vick (1818-1882) also wrote about the verbena in his seed catalog under the section called ‘Annuals.’

Vick wrote in 1873, “Well-known and universally popular bedding plants; may be treated as half-hardy annuals.”

Here is a colorful illustration from Vick’s Illustrated Monthly of 1880. [Below]

Verbenas, Vick’s Illustrated Monthly [Courtesy of the New York Public Library]

The tradition of planting Victorian annuals like verbena continues.

Little did Ladd suspect that his favorite annuals would remain popular with gardeners over a century later.

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Time to Plant Tulips

Time to plant tulips –

It is October 1 and a gardener’s thoughts turn to spring bulbs like tulips.

For generations gardeners dug up tulip bulbs only to replant them in the Fall.

Rochester, New York seedsman James Vick (1818-1882) recalled that practice in his garden magazine.

A suburban gardener wrote to Vick in 1878, “I don’t know of any flowers that afford me more pleasure than my Tulips, because they are so sure and so little trouble.

“I take up the bulbs, dry them a little, and store them away until October, when they are planted again.”

Then she laid out her method of planting the tulips.

“To occupy the Tulip ground, secure a few Petunia plants, or Portulacas, and sometimes Verbena.

“In October these have done flowering, or nearly so, and the Tulip bed is made again.

“In this way I get two seasons of flowers on the same bed in one season.”

Thus in the late nineteenth century she demonstrated the common practice of planting the same bed with both spring tulips and summer annuals.

Boston Seed Company

Like many other late nineteenth century seed companies and nurseries, the Rawson Company, with its main office in Boston’s Fanuel Hall, offered tulips to its customers.

Rawson included this black and white tulip illustration in its seed catalog of 1904. [below]

An illustration that appeared in the W. W. Rawson Seed Catalog of 1904

In the 1880s Alexander H. Ladd in Portsmouth, NH planted hundreds of  tulips each year in his downtown garden.

He too would dig them up and store them for the summer only to plant them later in October.

Unfortunately, one year his baskets were so heavy on the storage shelves he had created that the whole structure collapsed. Hundreds of bulbs fell to the floor. As you can imagine, the next spring saw a mixture of colors and sizes in Ladd’s fields of tulips.

In 1889 he wrote, “I estimate by loss of Bulbs, to have been at least 60,000 – by the rain and want of attention last summer.”

 Year of the Tulip

This is the Year of the Tulip according to the National Garden Bureau which provided this stunning show of modern tulip color. [Below]

The Parade of Pink collection. It is a mix of fragrant doubles that includes white, pink, peach and purple. [Courtesy of the National Garden Bureau]

Today it is more common to leave tulips in the ground so they can continue to grow in the same spot year after year.

Breck’s Bulbs says on its website, “Most bulbs prefer not to be disturbed and can be left in the ground for many years.”

Whether you dig them up after they bloom, or leave them in the ground, October begins the time to plant tulips for spring color.

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Vick’s Nineteenth Century Dahlia Field

Last weekend  I drove to North Kingston, Rhode Island for a dahlia show, sponsored by the Rhode Island Dahlia Society. This is an annual late summer event that I thoroughly enjoy.

Here is one of the flowers I saw that afternoon. This dahlia’s called ‘Merluza’. [below]

Dahlia ‘Merluza’ at Rhode Island Dahlia Society’s Dahlia Show, held last weekend

The beautiful show of dahlia blooms there reminded me of nineteenth century seed company owner James Vick’s love for dahlias.

In providing seeds for his customers, spread around the country, Vick cultivated acres of various flowers and vegetables, including dahlias.

You would have found his field of dahlias about five miles north of the Rochester city limits.  [below]

Vick’s Seed House and Mill at his trial farm, located north of Rochester, New York. History of Monroe County, New York, 1877

Once the editor of the Illustrated Christian Weekly visited Vick’s dahlia field and wrote an article about his visit.

The editor’s article appeared in Vick’s Illustrated Monthly  of September 1879.

He wrote, “Mr. James Vick, of Rochester, N. Y., was the pioneer in the systematic growing of flower seeds, and without doubt the most extensive grower in America.”

That was quite the praise for Mr. Vick at a time when the seed and nursery business was growing around the country.

Then the editor raved about the blooms of the many dahlias he saw in the rows devoted to this flower at Vick’s seed farm.

He said, “Perhaps the largest field devoted entirely to one kind of flowers, at the time of our visit, was one filled with Dahlias, and containing six or more acres. It was supposed to include every variety known of real merit, and the display was gorgeous.”

What a sight that must have been – to see six acres of nothing but dahlias.

The Rhode Island Dahlia Society’s Show expressed that variety in what growers had on display. I was especially impressed with the prize winners.

In a room off the central area you could see dahlia flower arrangements.

This is the where you could experience the creativity demanded in flower arranging. The top winner for the category called the ‘Dining Room’  deserved the prize. [below]

Notice the brilliance of the dahlias in this table design.

First place in the category ‘Dining Room’ arrangement.

Vick grew many dahlias. As the editor stated in his letter, Vick cultivated almost every variety known at that time.

Today there are thousands of dahlia varieties available on the market. The Rhode Island Dahlia Society’s show last week offered just a few of them.  Many however were new to me.

I am sure that Mr. Vick himself would have been proud to attend the Rhode Island event.

 

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Victorians Reignited Tulip Interest

Victorians reignited tulip interest.

Tulips have been popular flowers for the gardens of Europe and America since the seventeenth century.

After tulip mania, when the cost of a single tulip might equal the price of a house, tulips became common and soon gardeners lost interest.

In the late Victorian period once again tulips took off as important garden plants.

Garden historian Ruthanne C. Rogers’ article “The Man who loved Tulips ” appeared in the Journal of the New England Garden History Society. She wrote, “Although interest in tulips waned in the early nineteenth century, the Victorian period brought about a revival in this country.”

The seed companies and nurseries of the late nineteenth century fed that new interest though articles and illustrations in their catalogs. Of course such garden businesses also provided the latest tulip bulbs.

Nineteenth century Rochester, New York seed company owner James Vick (1818-1882) wrote in 1879, “Nothing in the floral world can equal the dazzling brilliance and gorgeousness of a bed of good Tulips.”

Vick often included illustrations in his catalog. Tulips surround the metal bird bath in this garden scene from one of his catalogs. [below]

Bulbs in the Garden, Vick’s Floral Guide,1880

 

An illustration from another Vick catalog showed a whole bed of tulips.

The Bulb Garden. Vick’s Floral Guide, 1874

 

Vick often invited visitors to see the flowers, including tulips, that he had planted at his own home in Rochester. [below]

Vick’s Rochester home on the south side of East Avenue. History of Monroe County, New York. 1877

In his magazine Vick’s Illustrated Monthly Vick included this colorful chromolithograph of several popular tulips.

 

Tulips, Vick’s Illustrated Monthly 1879

 

Merchant Alexander Hamilton Ladd (1815-1900), a passionate gardener in Portsmouth, New Hampshire, planted sixty thousand tulips every year.  In his garden journal he recorded both the work and the enjoyment from such a massive planting.

He certainly embodied the Victorian love of tulips.

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Plant Language Shapes Reality

Plant language shapes reality – 

I just can’t say enough about Andrea Wulf’s book on Alexander Von Humboldt (1769-1859) called  The Invention of Nature: Alexander Von Humboldt’s New World.

As a retired professor of Communication Studies, I was happy to read her comments on Humboldt’s brother Wilhelm and the latter’s theory about language.

Wilhelm was an educator, interested in ideas and the pursuit of knowledge.

He identified the purpose for language as much more than simply a vehicle for the writer or speaker to formulate an idea.

Language, he said, shapes the way we look at the world.

Wulf writes, “According to Wilhelm’s radical new theory, different languages reflected different views of the world. Language was not just a tool to express thoughts but it shaped thoughts…It was not a mechanical construct of individual elements but an organism, a web that wove together action, thought and speaking.”

The way we talk about plants is the way we relate to them.

For example, as soon as you hear the word ‘succulent’ you probably have a general idea of the kind of plant it is and perhaps its growing habit as well as water and light needs.

I heard recently from a young gardener that succulents are in today. Just the mention of the word can make people who are into plants come up with their ideas of the best and worse ways to deal with this group of plants.

I remember seeing Sansevieria ‘Black Star’ in the landscape at the wonderful estate in Miami called Vizcaya. [below]

There were several beds and borders that included this Sansevieria.  It has a beautiful green color with cream edging. Thus it can add color and structure to the landscape.

Then I realized that I grow it as a house plant as you can see from this table in our living room. [below]

Sansevieria ‘Black Star’

The word ‘succulent’ applied to the genus ‘Sansevieria’  told me what kind of plant it was.

Thanks to the website for Stokes Tropicals you can learn more about this plant:

“Sansevieria ‘Black Star’ is an easy-to-grow, double-duty (indoors or outdoors), exotic-looking plant that thrives on neglect.  Tolerates low humidity. Tolerates low water and low feeding. Tolerates being root bound. Few if any plants are as foolproof to grow.

“Sansevieria is a succulent plant, and needs a well-drained soil. Sansevieria are great and hardy house plants in the United States. You do not have to have a green thumb to grow a Sansevieria. “

The word ‘ succulent’ can mean, as it does for me, Sansevieria.

Wilhelm’s theory about language helps gardeners to see and deal with the world of plants.

Of course, we can’t forget two plant words that stir up all sorts of ideas and subsequent action. They are  ‘native’ and ‘exotic.’

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Reading Plants Like Late Nineteenth Century Climbing Rose

Reading plants like late nineteenth century climbing rose.

I am still filled with awe at the life and career of the nineteenth century plant hunter Alexander Von Humboldt (1769-1859).

He brought both science and imagination to his understanding of nature.

Andrea Wulf in her  book The Invention of Nature: Alexander Von Humboldt’s New World points out that Humboldt read plants.

She writes, “Humboldt ‘read’ plants as others did books — and to him they revealed a global force behind nature, the movement of civilizations as well as of landmass. No one had ever approached botany in this way.”

Humboldt’s view of nature as one, and not divisions by various sciences, took the world of understanding plants in a new direction.

Now that I think of it, his idea of reading plants makes perfect sense.

A plant you have in your garden right now had a journey to that spot, a journey that may have been decades or centuries. It is not simply a sunflower or a lily of the valley.

They both express a time and a culture from which they originate.

I know they are beautiful in their own right, but they also reflect the history of gardening.

Take the rose as an example and one rose in particular.

The ‘Crimson Rambler’ became a popular rose with gardeners in the late nineteenth century.

Tradecard for the ‘Crimson Rambler’ Rose

It was introduced to the garden market in England in the early 1890s.

It had come from Japan to a nursery, first in Scotland, then in England.

Queen Victoria traveled to the nursery to see this special rose.

The ‘Crimson Rambler’ became a popular climbing rose for the next thirty years both in Europe and America.

Eventually it was replaced by other climbing roses, less inclined to problems of disease and insects.

Thus I see more than simply a rose. It represents to me the nineteenth cenutry nursery industry. Its origin tells us it was an exotic in gardens at that time.

The Peter Henderson Seed Company from New York used this rose in its catalog of 1896 [below].

The new ‘Crimson Rambler’ rose appeared here in this 1896 Henderson seed catalog.

‘Crimson Rambler’ was not just a rose. It represented as well the influence of the Victorian garden industry on homeowners everywhere.

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Tulip Mania Provides Garden Marketing Lesson

Tulip mania provides garden marketing lesson.

The tulip has long been a popular spring flower.

Here is an illustration from Boston’s W. W. Rawson seed catalog of 1904. [below]

An illustration of tulips that appeared in the W. W. Rawson Seed Catalog of 1904

A new tulip farm of several acres opened in Rhode Island a couple of years ago.

Now for two or three weeks in April hundreds of people flock to see the fields of thousands of tulips in bloom.  You need a reservation just to visit.

Though today they are precious to every gardener, tulips once were out of reach of most people when they commanded high prices and were sold to the highest bidder.

That happened during the seventeenth century in Holland when the first tulips were arriving from Turkey and Iran. We called the frenzy tulip mania.

Tulip mania provides a lesson in the power of garden marketing.

Stephen Harris says in his book Planting Paradise: Cultivating the Garden, 1501-1900 “During tulip mania, staggeringly high prices were paid for individual bulbs. A single bulb of one of the rarest and most prized, ‘Semper August’, was sold for up to twice the price of an Amsterdam house.”

The market for the tulip had grown to such an extent that only the rich could afford them.

Tulip mania, with its limited market, ended in the winter of 1636-37.

In his book The Reason for Flowers: Their History, Culture, Biology, and How they Change Our Lives Stephen Buchman writes “Fortunately tulip bulbs no longer command astronomical prices as they are easily mass produced.”

Eventually growers in Holland figured out how to grow tulip bulbs in large numbers.

The marketing that resulted from the mass production of tulips meant persauding every homeowner to grow them, no matter the size of the garden.

No surprise that scenes like the illustration in Rawson’s catalog appeared often.

As Harris says, “By the late eighteenth century, as more cultivars were developed and effectively propagated, prices had dropped dramatically; 730 named tulips in one catalogue ranged in price from a few pence to several shillings per bulb.”

Today most plants you buy at that big box store or garden center are there because they have been mass produced and mass marketed to gardeners like you and me to emphasize their appeal.

Thus we probably won’t see another tulip mania.

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Love of Flowers Promotes Health and Well-Being

Love of flowers promotes health and well-being.

It is spring and the time of year that gardening takes off in full force.

One thing we need to do is to make sure we plant flowers so that we have color in the garden. Who wants to look at just a sea of green all summer? Not me.

We need flowers to survive.

At least that is what Stephen Buchmann writes in his book The Reason for Flowers: Their History, Culture, Biology, and How They Change Our Lives.

He says, “The belief that plants are beneficial for medical patients is at least one thousand years old. In Europe, during the Middle Ages, monks in monasteries built beautiful gardens to see and comfort the ill.”

Though I think that we have known of the medicinal value of plants much longer than one thousand years, he makes a point about how important plants are for our health and well-being.

Buchmann writes, “Plants are often the primary gifts given to hospital patients, and for good reasons.

“Flowers, whether in pots or flower beds, have taken on a new cultural and evolutionary role as our companion plants.

“Perhaps it is the flowers who have led us along garden paths, using their seductive petaled beauty, since they were first intentionally grown, tended, and admired in ancient gardens.”

Something about a flower, like this dahlia, brings a smile and a bit of joy to the human heart. [below]

‘Ketsup and Mustard’ Dahlia

We cultivate flowers because we need them. They are not just pretty. In some way they provide us with hope, health, and happiness.

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Strawflower Became Victorian Favorite

Strawflower became Victorian favorite

Lately I have devoted some time to consider what annuals I want to plant whether in containers or beds.

For that research I visited a local big box store.

In the large greenhouse area there I found the Licorice plant or Helichrysum petiolare, a low silvery green trailing plant with heart-shaped leaves. It is a native of South Africa.  You grow it more for its leaves than its flower.

Helichrysum is a genus that contains five hundred species of annuals, perennials, and shrubs.

What surprised me was that in the genus you once found the old-fashioned annual called strawflower, Helichrysum bracteatum. Today the strawflower however is listed as Xerochrysum bracteatum, formerly Bracteantha bracteata. [below]

Strawflowers [Courtesy of Selkie Island]

The strawflower was a favorite in Victorian times.

Ippolito Pizzetti and Henry Cocker write in their wonderfully helpful two-volume garden book Flowers: A Guide for Your Garden, “They are the classic Victorian everlasting flowers, used frequently during that period to make wreaths for cemeteries – an arrangement of the dried flowers often protected under glass. They were also used for decoration inside during the winter.”

A comment from the authors about the flower itself caught my eye. They write that the strawflower was an annual “whose flowers have the dubious distinction of being equally attractive dead or alive.”

James Vick (1818-1882) who owned a sizable seed company in Rochester, New York in the late nineteenth century included in his catalog of 1880 a section called “Everlastings.”

He said “The Everlastings, or Eternal Flowers, as they are sometimes called, have of late attracted a good deal of attention in all parts of the world.

“They  retain both form and color for years, and make excellent bouquets, wreaths, and every other desirable winter ornaments, and there is no prettier work.”

In the section he offered Helichrysum in colors of white, yellow, and red “of very many brownish shades.” Then he concluded it was “one of the best Everlastings.”

Vick was both echoing the importance of this flower and at the same creating it as a necessary part of every truly Victorian garden.

 

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