An Enduring Name

By Herm Benedetti, VP of Research and Development, Clover Stornetta Farms

Here’s a quick political quiz for you:
Among the Secretaries of State of each state in the Union since the inception of theUnited States, who ranks first in length of continuous service?

That person would be Frank C. Jordan, Secretary of State of the State ofCalifornia. He served in that capacity from 1911 until he died in office on January 18, 1940, at 79 years of age.

Now what, you may ask, does this have to do with Clover Stornetta? Frank C. Jordan signed the first “Claim To Trade Mark” for Clover Brand Butter on June 23, 1916. Thus began the history of Clover Brand Dairy Products.

The first Clover Brand trade mark certificate issued for Clover Brand Butter only – June 23, 1916.

In the original document the trade mark was granted to the Petaluma Cooperative Creamery and described as: “ ‘Clover Brand Butter’ printed diagonally across a rectangle, with a cluster of clover, consisting of three leaves and three flowers, between the words ‘Clover’ and ‘Butter’ etc.”

Butter was the only product being produced for retail sale by the Creamery at that time. Over the next 14 years many other products were developed and produced bearing the Clover Brand label and it became necessary to apply for a more universal trademark.

The Clover Brand Products trade mark certificate – May 16, 1930

The old sign in the Lakeville office showing the old Clover Brand Products logo as described in the 1930 trade mark claim.

Which brings us back to Frank C. Jordan. Almost 14 years later, on May 16, 1930, Mr. Jordan assigned another “Claim To Trade Mark” for Clover Brand Products. Over the years the Clover brand evolved and changed until 1977 when Clover Stornetta was born. It actually took a year or two after the company started before the Clover Stornetta Farms brand was produced. We have had two or three redesigns since the original, but the basic logo has remained the same. We added the Clover Organic mark in 2005.

We also had some marks that were not as steadfast and long-lasting, such as the La Pureza brand in the 90’s and the Clover Farmstead mark that was introduced in 2007.

While the Clover brand has endured the test of time, I don’t think anyone could have foreseen the strength and the reach of the brand that Frank C. Jordan certified 96 years ago.

What changes will be made to our existing logos, or what new enduring marks might be added in the future and what impact they might have will be fun to see. We’ll keep you posted.

 

 

This entry was posted in Blog. Bookmark the permalink.

3 Responses to An Enduring Name

  1. Courtney says:

    Really interesting! I love the history :)

  2. Sammi Esquivel says:

    This is just a comment I had to mention since it has impacted our family for many years. I am not what you would call computor savy, but I thought I would attempt to tell you what impact a small seemingly insignifigant television commercial had on our lives. My husband and I moved from the bay area in the early 1960s to raise our family in beautiful Sonoma County. Sometime in the 1970s, Im not sure when, a short commercial on the television had a jingle that stuck in my head.this jingle has carried on thru my children, grandchildren, and now to the great grandchildren. It has always reminded us of the wholesome freshness of Clover Milk. Milk from Sonoma County. Never heard that commercial again but there are at least two generations that sing to our children and grandchildren. “You gotta get up in the morning. When the sun’s sneaking up on the stars. Be ready to rise and look the cow in the eyes to milk any fresher than our’s.” Sincerely, Sam (Mimi to my grandchildren)

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>