This advertisement, written in English, is promoting the citrus products of the Eshed-Gat-Rimon Canneries. Eshed-Gat-Rimon Canneries was a conglomeration of three kibbutzim that processed citrus products: Ashdot Yaakov, Givat Brenner, and Givat Haim. The advertisement explains that oranges have become the symbol of “industrial and agricultural development of Palestine” and notes that Eshed-Gat-Rimon produce not only oranges but also many varieties of lemons, grapefruits, and other citrus fruits. Along with the fruit itself, they also produced citrus marmalades, jellies, juices, squashes, pulps, peels, essential oils, and concentrated juices. The logo of the cannery comprises three circles, presumably in reference to the three kibbutz factories, and its slogan is: “From Garden to Consumer.” The references in the advertisement to Palestine, the name given to pre-State Israel, and the use of English connect the advertisement to the period of the British Mandate (1922–1948).
The advertisement begins with a reference to Simon the Maccabee. According to the cannery, Simon the Maccabi conquered Jaffa and annexed the city to the Maccabean Jewish State. In 136 BCE, Antiochus VI gave Simon the right to mint coins, some of which bore the image of citrus fruits. The reference to Simon the Maccabee points to the long history of citrus fruits in the Land of Israel. Three coins are prominently featured on the advertisement: one coin bears the picture of a citrus fruit, possibly a lemon or Etrog; the second depicts two lulavs and an etrog; and the third has a picture of a citrus tree. The three coins are reflected in the three-circle logo of the cannery.
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Simon the Maccabee - Simon, the second son of Mattathias and older brother of Judah the Maccabee, was a military and political leader, who later also became the High Priest. In 143–142 BCE, Judah and Jerusalem were no longer required to pay taxes to the Syrians and thus began a new era of independence. Jewish coins were minted, which were dated according to the years of Simon’s rule. Simon reigned for seven years, before he and his sons were killed at a banquet by his son-in-law, Ptolemeus.
Citrus Fruits in Israel - Citrus fruits are a major Israeli crop. In addition to being an excellent source of vitamin C and potassium, citrus fruits are high in fibre, low in calories, and have relatively low glycaemic index scores. Jaffa oranges are known around the world as one of Israel’s prime exports. Jaffa oranges are a specific type of orange, Shamouti, which were first discovered in an Arab farmer’s grove in Jaffa in the mid-nineteenth century. They are almost seedless, quite sweet, and have a thick peel which make them particularly suitable for export. Although called “Jaffa” oranges, the oranges grow in many regions in Israel including the Jezreel Valley, the Galilee, and the Golan Heights. In the early years of the State of Israel, the Jaffa orange became the national icon. Israeli individuals and companies traditionally shipped gifts of oranges to Diaspora communities as a patriotic symbol of connection with Israel. In more recent years, international competition, a decline in the importance of agriculture in Israel, and limits on water allocation to the farmers have led to a large reduction in the production of Jaffa oranges.
