Swastika in american Food industry
Before world war ll, Swastika was commonly used as trademark, company logo and names of companies and organizations in Mexico. Swastika was once a state symbol and appeared on all highway signs and state flags, replaced by sunrays after World War II. Before II WORLD WAR, Americans and Canadians used the symbol and name in trade very extensively. Below are some of the American food based companies selling their product under the brand name swastika or using swastika symbol in their products.
Use of Swastika by coca cola
Founded in 1910, Coca cola is the worldwide leader in carbonated fruits drinks. In 1925, “Coca-Cola” the world famous company made a lucky watch fob made of brass 4cm x 4cm in size in the shape of the good luck symbol swastika with the slogan “Drink Coca Cola five cents in bottles". This lucky watch fob increased the popularity of coca cola and today, it is the leading manufacturer of carbonated soft drinks and one of the most prominent sponsors of Indian sports including Indian cricket team.
Swastika-shaped Coca Cola watch fob.
Swastika was used not only in watch fob with swastika but also in advertisement and postcards, a significant part of their sales campaign. Of course, these innovative tricks worked at that time since swastika was considered as a global symbol of good luck, health and prosperity not only in India but all across the world. Their campaign went on smoothly and greatly contributed to their world-wide success in more than 200 countries.
Use of Swastika by Federal milling company
Founded in the early nineteenth century, Federal milling company was located at West Avenue Street of Michigan, New York. This company used the swastika symbol as its trademark logo. This federal mill is of historical and archeological significance to the state of New York for its innovative machinery and technologies originally used in ancient times. This old federal mill still contains sawmill, concrete machinery, sawdust heaps and skyline carriage. Federal milling company sold flour under the brand “Swastika Brand flour” or “Lucky Flour”. An advertisement of this flour by a distributor A.G.Puff ran for four years. This advertisement claimed its products as “Pure, sweet and best suited for making high quality rolls, bread, biscuits”.
Left shows the use of swastika in flour of federal milling company while right shows the advertisement by distributor A.G Puff
Use of Swastika by Pacific Coast biscuit company
Pacific coast biscuit company was located at Los Angeles, California. Built in the early nineteenth century, the building of this company can still be seen at the same place. This building has been added in the national register of historic places. Part of this building has been restructured and replaced by a glowing new building also utilizing the surrounding garage area.
Above are the two containers of pacific coast biscuit containers. These containers were used for mass scale movement of biscuits to shops, distributors, hotels etc.
Pacific coast biscuit company used swastika as its brand logo in its containers, advertisements, banners etc. Some of these advertisements can still be seen in torn shapes and filthy condition in the old building of this company. This company sold their biscuit under the name snowflake crackers which sounds very delicious, fresh and crisp. In the below advertisement, you can find sayings like “Away back home you cannot buy tasty crackers. They’re such crisp, dainty little wafers. You will like snowflakes. Try them” and “Delicate enough for the invalid and strengthening enough for the athlete”.
Snowflake Crackers
Use of Swastika by Pasadena Biscuit Company
Based in Pasadena, California, Blue stem Biscuit Company sold biscuit in tin measuring 10 ½* 6 ½ and 10 ½ deep during the early nineteenth century. Like Pacific coast biscuit company, this company also used swastika as it brand logo.
Use of Swastika by A.A Vantine’s and company
A.A Vantine’s and company was a gift store specialized in importing wares from China, india, japan, europe and the middle east. Founded in 1869, This Company in New York flourished for over 65 years, thereby recognized as one of the most influential stores in imported oriental goods. Vantine usually imported incense tins, fans, postcards, gifts, dolls, powder boxes, perfumes, vases etc. Vantine also imported soaps, lamps, rugs, quilts, carpets, sweater, lanterns, teas, coffees. Toys, games, cushions, clothes, jewelry, silk fabrics, furniture, ornaments etc. This Store was illegally used by gangster Arnold Rothstein in 1926 for drug trafficking and smuggling since Vantine’s was an ethical business with excellent reputation to be easily ignored by custom officials. This company used swastika in some of his imported goods, catalogues, advertisement, articles, magazines, journals etc.
Swastika in goods produced by AA Vantine
Use of Swastika by Kaweah Lemon Company
Founded in 1910, Kaweah Lemon Company is a privately owned company situated near the Kaweah River in lemon cove, dwelling place of earlier Potwisha and wutchumna Indians. Situated in the foothills of Woodlake and three rivers, Lemon cave is well known for its lime deposits and lemon cultivation. This company sells fruits and vegetables cultivated by local American Indians and profusely use Native American swastikas in its products.
Use of Swastika by Sandouski Butter Company
Sandouski butter was manufactured by Till’s country store situated in sandouski, Ohio. Founded in the early nineteenth century, this store used decorative right facing swastika in its product container.
Sandouski brand butter
Use of Swastika by Ashaway Line and Twine Company
Ashaway Line and Twine Company was founded in the 1930’s by Lester Crandall who devised and improved various reel-making machines. Ashaway initially manufactured only fishing lines before collaborating with Ohio Tool Company of cleveland in 1948 to manufacture cast reels. Ashaway manufactured his fishing line under the brand name “Swastika”. Ashaway was the first company to produce commercial nylon products. Their cast reel and fishing lines was so strong that the employees of the company even joked “the bulldozers can’t break these reels”. Ashaway line and twine company is still in business and manufactures tennis and badminton racquets strings. More details of this company can be found at
Left is the image of swastika branded Fishing reel while right shows the 1939 image of ashaway company along with its employees
Use of Swastika by W.J Grube
In 1907, W.J Grube, a mechanical engineer based in Delaware launched his first motorcycle named “Delaware” just few years after the first produced bike of Harley-Davidson. Before launching his first motorcycle, W.J grube manufactured cycles, bicycles, automobiles etc and perfected cars, motorcycles and automobiles engines. His Motorcycle was not successful but was recognized for innovative unusual features. Then, he switched to the spinning and fishing lures where he designed rubber shaped mouse, grasshopper, frog, crawfish and several other animal shaped fishing lures as a bait to trap big fishes. He sold his fishing lures under the brand name “Swastika”. His rubber shaped fishing lures were quite successful in trapping fishes. After the associations of swastika with germans post World War II, “Swastika” Brand name was dropped which interestingly led to its decline. He is still remembered for his innovative designs and skills.
1920’s fishing lure
Use of Swastika by Gaede Company
Swastika is still used as a company logo in the companies owned by Gaede family. Their two companies “Gaede” Cattle and “Gaede” Ranch mark their cattle with swastika symbol. These companies manufactured many food products like honey, pepper, lemon juice, mint, cinnamon etc in the Sierra Mountain foothills of California. They are still active and sell their items on eBay and other selling sites. The honey jars costs $9.99 each and is shipped to countries like UK, Mexico, Canada and some European countries.
Conclusion
This article is intended to reclaim the lost significance and importance of humanity earliest symbol ‘Swastika’. Swastika is derived from the Sanskrit word “svastika”- "su" meaning "good," "asti" meaning "to be," and "ka" as a suffix. Swastika signifies the symbol of good luck, prosperity, peace and fortune. After its association with German nazi’s, this ancient symbol has faced a sad transition from a good luck symbol to symbol of evil and adversity. Swastika is still widely used as a good luck symbol in Asian countries like India, China, Japan, Korea, Thailand, Vietnam, Indonesia etc. This symbol has a great spiritual meaning and significance in Hinduism and its derived religions like Buddhism and Jainism.
I will end up with a picture of a garden landscaped in the form of a beautiful swastika