Boycott of DiGiorgio Products

Asunción Zapata, Rudy Reyes, Carolina Franco, and protesters at DiGiorgio Corporation boycott, ca. 1966. Photo by John Kouns.

In the spring and summer of 1966, the DiGiorgio Corporation became the focus of a boycott by farm workers. This was after Schenley Industries, which owned the Cresta Blanca winery in Delano and was a major liquor store distributor, signed an agreement with the National Farm Workers Association (NFWA) to raise wages, eliminate labor contractors, and recognize the union. DiGiorgio, a major landowner and producer of grapes in California, had long opposed any attempt at unionizing its labor force and in an attempt to appease the farm workers, Robert DiGiorgio, the lawyer president and CEO of the company, agreed to set up elections on his ranches to determine if his workers wanted to be represented by a union, and if so, which union they preferred. However, the rules governing the elections were vague, and the NFWA leaders decided to intensify the boycott instead of suspending it while negotiating these rules.

The boycott was successful, with many retailers in major cities removing S&W Fine Foods and TreeSweet products from their shelves. NFWA members also launched boycotts in New York, Boston, Philadelphia, Cleveland, and Detroit. The boycott lasted for 14 weeks, ending on July 16 after improvised elections on June 24 were invalidated. An agreement was eventually reached between NFWA leaders and DiGiorgio on the terms of a new election, which was held on August 30.

AWOC and NFWA protesters march on the streets in San Francisco

Agricultural Workers Organizing Committee and National Farm Workers Association protesters march on the street during the DiGiorgio boycott in San Francisco. Signs call for the boycott of DiGiorgio products, including Tree-Sweet Juices. San Francisco, California. July 1966. Photo by John Kouns.

NFWA volunteers talk to a customer outside a Safeway supermarket

Two NFWA volunteers talk to a customer during a picket outside a Safeway supermarket in support of the boycott against Di Giorgio’s TreeSweet Fruit Juices and S&W Fine Foods products. One of the picketers is holding a sign with the message, “Don’t Buy S&W or TreeSweet.” San Francisco, California, 1966. Photo by John Kouns

NFWA volunteers picket outside a Safeway supermarket

NFWA volunteers picket outside a Safeway supermarket urging shoppers not to purchase Di Giorgio’s TreeSweet Fruit Juices and S&W Fine Foods products. A picketer is holding a sign with the message, “S&W is a Scab Product,” while two other signs say, “Please don’t buy S&W Goods” and “Support the Delano Strike. Don’t Buy S & W Foods TreeSweet Juices.” San Francisco, California, 1966. Photo by John Kouns

Tom & Ethel Bradley Center
California State University, Northridge
18111 Nordhoff Street, Northridge, CA 91330
Phone: (818) 677-1200 / Contact Us

Emergency Information

University Policies & Procedures

Title IX

Terms and Conditions for Use

Privacy Policy

Document Reader