Charles Clarke Chapman (1853–1944) was the first mayor of

Fullerton, California Fullerton ( ) is a city located in northern Orange County, California, United States. As of the 2020 census, the city had a total population of 143,617. Fullerton was founded in 1887. It secured the land on behalf of the Atchison, Topeka and Sa ...

and a relative of John Chapman, the legendary " Johnny Appleseed". He was a native of

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who had been a

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before settling in

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. Chapman was a supporter of the Disciples of Christ, who was a primary donor and fundraiser for California Christian College, which in 1934 changed its name to Chapman College, and is now

Chapman University Chapman University is a private research university in Orange, California. It encompasses ten schools and colleges, including Fowler School of Engineering, Dodge College of Film and Media Arts, Fowler School of Law, and Schmid College of Sci ...

, in his honor. Chapman Avenue, a major Orange County thoroughfare, is also named in his honor.

Chapman's citrus empire

Early involvement in the California citrus industry

Charles Chapman was born in Macomb, Illinois on July 2, 1853. In 1894, Chapman moved from the Midwest to Los Angeles. There, he bought an orange grove in Placentia as a hobby; this was his first foray into the citrus business. Chapman's innovation in regards to oranges contributed to his success in the industry. He had his workers wear gloves and use rounded-tipped clippers to prevent damage to the fruits' rinds, thus reducing the likelihood of spoilage. His innovations mad him successful within the citrus industry, and he was nicknamed the "Orange King". Concerned as to how his product would compete with European oranges from Spain and Italy, in 1906 he and other citrus growers successfully lobbied the House Ways and Means Committee for a one-cent-per-pound

tariff A tariff is a tax imposed by the government of a country or by a supranational union on imports or exports of goods. Besides being a source of revenue for the government, import duties can also be a form of regulation of foreign trade and p ...

on European oranges.

Valencia oranges

Chapman found that Valencia oranges could be left on the trees for an extra six months after ripening. This allowed him to ship oranges to customers in months that were previously thought to be out of season for oranges. This was in contrast to the more famous Washington navel oranges that dominated the citrus business at the time. Valencia oranges grown in Orange County, at one time, made more profit than the oranges of any other location.

Use of fertilizers

While growing his business, Chapman experimented with different types of fertilizers to see which ones would yield the best orange crops. While Chapman was unsure about a fertilizer's ability to create better oranges than the more traditional method of growing oranges (i.e., plowing, irrigation, cultivation), he vowed to experiment with giving his oranges "plant food." He tested several different fertilizers: sheep manure, lime cake, bone meal, commercial fertilizers, and a combination of each. He found that there were no discernible quality differences between oranges in fertilized orchards versus traditional methods. He attributed these results to sufficient nutrients already being present in the soil, paired with proper farming techniques.

Marketing

Chapman firmly believed that the

marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...

of oranges should begin as soon as they were taken off the tree. In the packing houses, the oranges would be clean and handled properly, as too much fruit had been arriving in the markets in poor condition. According to Chapman, shipments sent to the markets should include only the very best oranges. Chapman also thought that orange

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s should build up their reputations and establish trade in specific markets. instead of pandering to many different markets, as brand loyalty mattered significantly. He also believed in creating demand for oranges by advertising them as delicious, healthful items of luxury. In addition to this, Chapman built his brand's popularity through his impressive crate label design. His "Old Mission" brand oranges' crate labels borrowed their name and imagery of Catholic monks and outdoor scenery from a famous novel at the time, '' Ramona'' by Helen Hunt Jackson.

Politics

A Republican, Chapman was the first mayor of

, serving from 1904 to 1906.

Personal life

Chapman married Lizzie Pearson in Texas on October 23, 1884, and they had two children. She died in Los Angeles on September 19, 1894. He remarried, to Clara Irvin, on September 3, 1898. He died at his ranch in Fullerton on April 5, 1944.

References

Sources

History page from the college

External links

* 1853 births 1944 deaths American Disciples of Christ Chapman University Burials at Forest Lawn Memorial Park (Glendale) {{US-business-bio-1850s-stub 19th-century American businesspeople