The poster, published by the Citrus Marketing Board of Israel is advocating citrus fruits for the promotion of strength and good health. The purple poster has an outline of a young man making a muscle with one arm and putting his hand over his heart with the other. Oranges, lemons, and grapefruits are pictured on the poster; an orange is situated where the man’s bicep would be, a lemon is in the area of his heart, and a grapefruit substitutes for his head. The slogan on the poster reads “Health and Strength in Citrus Fruit,” and the name the Citrus Marketing Board of Israel is written across the bottom.
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The Citrus Marketing Board - The Citrus Marketing Board is the oldest agricultural marketing council in Israel. Established in 1927, its role was to regulate the production and marketing of citrus fruit in order to ensure proper compensation for the country and its economic interests. In the early 1940s, due to the large impact of citrus production on the entire economy, the British government decided to organize the growers and formed the Citrus Marketing Board of Palestine. With the creation of the State of Israel in 1948, the name was changed to the Citrus Marketing Board of Israel and, ever since then it has been the body responsible for all the production and marketing of citrus fruit produced in Israel and marketed in Israel and abroad under the brand of Jaffa oranges and others. In 1991 the responsibility for the marketing of citrus fruit was privatized, although the Citrus Marketing Board still exists. In the past, citrus fruit, marketed as Jaffa oranges, was an icon of Israeli produce. However, in the last few decades exports of citrus fruit have declined due to global competition and high production prices.
