How to Trademark a Fruit
To protect the fruits of their labor and thwart "plant thieves," early American growers enlisted artists
- By Daniel J. Kevles
- Smithsonian magazine, July-August 2011, Subscribe
(Page 3 of 3)
The smaller firms, which were legion, relied on peddler’s handbooks such as The Colored Fruit Book for the Use of Nurserymen, published in 1859 by Dellon Marcus Dewey, of Rochester, New York. It included 70 colored prints, which Dewey advertised had been meticulously drawn and colored from nature, saying their purpose was to “place before the purchaser of Fruit Trees, as faithful a representation of the Fruit as is possible to make, by the process adopted.” Deluxe editions of Dewey’s plate books, edged in gilt and bound in morocco leather, served as prizes at horticultural fairs and as parlor table books. Dewey produced the books in quantity by employing some 30 people, including several capable German, English and American artists. He also published the Tree Agents’ Private Guide, which advised salesmen to impress customers that they were God-fearing, upright and moral.
Still, colored illustrations could not by themselves protect an innovator’s intellectual property. Luther Burbank, the famed creator of fruits in Santa Rosa, California, fulminated that he had “been robbed and swindled out of my best work by name thieves, plant thieves and in various ways too well known to the originator.”
What to do? In 1891 some fruit men called for the creation of a national register of plants under the Department of Agriculture. The originator would send the department a sample, a description and perhaps an illustration of his innovation, and the department would issue a certificate, a type of trademark ensuring him inviolable rights in his creation. No such formal registration system was established, but a de facto version had been created in 1886, when the agency organized a division of pomology. It established a catalog of fruits and attempted to deal with the problem of nomenclature by hiring artists to paint watercolor illustrations of novel fruits received from around the country. The first such artist was William H. Prestele, one of Joseph Prestele’s sons. He produced paintings marked by naturalness and grace as well as by painstaking attention to botanical detail, usually including the interior of the fruit and its twigs and leaves.
By the late 1930s, when the illustration program ended, the division had employed or used some 65 artists, at least 22 of whom were women. They produced some 7,700 watercolors of diverse fruits, including apples, blackberries and raspberries, currants and gooseberries, pears, quince, citrus, peaches, plums and strawberries.
Yet neither the registration scheme nor any other method protected the fruit men’s rights as originators. Then, in 1930, after years of their lobbying, Congress passed the Plant Patent Act. The act authorized a patent to anyone who “has invented or discovered and asexually reproduced any distinct and new variety of plant.” It covered most fruit trees and vines as well as clonable flowers such as roses. It excluded tuber-propagated plants such as potatoes, probably to satisfy objections to patenting a staple of the American diet.
The act, the first statute anywhere that extended patent coverage to living organisms, laid the foundation for the extension, a half century later, of intellectual property protection to all organisms other than ourselves. But if it anticipated the future, the act also paid homage to the past by requiring would-be plant patentees, like other applicants, to submit drawings of their products. Law thus became a stimulus to art, closing the circle between colored illustrations of fruits and the intellectual property they embodied.
Daniel J. Kevles, a historian at Yale University, is writing a book about intellectual property and living things.
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Related topics: Painting Plants Early 19th Century
Additional Sources
Pomona Londinensis: Containing Colored Engravings of the Most Esteemed Fruits Cultivated in the British Gardens by William Hooker, The Horticultural Society of London, 1818









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