Perelli-Minetti Boycott L.A. and San Francisco

César Chávez stands in front of the Music Center in Los Angeles speaking into a megaphone to a group of picketers. Los Angeles, California, 1966. Photo by Emmon Clarke.

On October 7, after Perelli-Minetti refused to negotiate with the United Farm Workers Organizing Committee (UFWOC), El Malcriado announced “Boycott Number Three” against Perelli-Minetti products. Fred Ross organized it in San Francisco while Gene Boutilier, a migrant minister, organized it in Los Angeles. The boycott, launched as the holiday season began, received support from several large drug store chains who vowed to suspend the sale of Perelli-Minetti products until a contract was negotiated. Eventually, Perelli-Minetti backed away from the Teamsters and accepted the UFWOC as the bargaining agent for its employees and a new contract was signed in 1967.

Joan Temple and Ed Frankel performing during a picket at the Music Center, Los Angeles, 1966

Artist Joan Temple performs a Mexican dance during a picket in front of the Los Angeles Music Center. Picketers are walking by holding signs that read “Fair wages for Delano farmworkers,” “Don’t drink Tribuno Vermouth this New Years Eve,” “Help Delano, support the Perelli-Minetti boycott,” and “Help us get decent wages.” Tribuno Vermouth was a company making vermouth using wine supplied by Perelli-Minetti. Los Angeles, California, 1966. Photo by Emmon Clarke.

Picketers walking in front of Jay Vee liquors’ store, Berkeley, ca. 1966

A group of picketers protests in front of a liquor store at night. They are holding signs that read, “Support the Delano Grape Strike. Don’t Buy Perelli-Minetti Wines.” Berkeley, California, 1966. Photo by Emmon Clarke.

Picketers protesting in front of a liquor store, Berkeley, 1966

A group of picketers walks in front of Eddie’s Liquor in Berkeley holding signs that read: “Strike. Don’t Buy Perelli-Minetti Wines.” Berkeley, California, 1966. Photo by Emmon Clarke.

Picketers walking in front of Jay Vee liquors’ store, Berkeley, ca. 1966

A picketer rides a bike at night protests in front of the Jay Vee Liquor Store parking lot. He is holding a sign that reads: “Support the Delano Grape Strike. Don’t Buy Perelli-Minetti Wines.” Berkeley, California, 1966. Photo by Emmon Clarke.

Gene Boutilier picketing the Music Center, Los Angeles, 1966

Gene Boutilier stands in front of the Music Center and talks to picketers using a megaphone. The protesters are holding signs that read, “UFWOC AFL-CIO Picket,” “Perelli Minetti: We Demand a Living Wage,” “Viva César Chávez,” and “Viva la Huelga in Delano, Don’t Buy Aristocrat Brandy.” Los Angeles, California, 1966. Photo by Emmon Clarke.

Picketers walking in front of the Music Center, Los Angeles, 1966

A group of picketers walks in front of the Music Center carry signs that read “Delano Farm Workers,” “AFL-CIO Picket,” “Boycott Tribuno Vermouth, Support the Grape Strike,” “César is our leader,” and “Help us getting decent wages.” Los Angeles, California, 1966. Photo by Emmon Clarke.

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