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-tip clippers to prevent the creation of small holes in the orange, as these holes could increase the likelihood of the presence of mold. Due to Chapman’s innovative spirit, he soon became incredibly successful within the citrus industry and was given the nickname of the “Orange King.” However, he was concerned about how his oranges would compete with European oranges from Spain and Italy. Because of this, in 1906, he and a few other citrus growers successfully lobbied the House Ways and Means Committee for a one-cent-per-pound tariff on European 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, 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 the crops yielded with fertilizers use. He eventually concluded that none of the tested fertilizers’ crops resulted in a better orange than the crops grown without fertilizer aid. He attributed these results to sufficient nutrients already present in the soil paired with proper farming techniques.
Marketing
Chapman firmly believed that the marketing of oranges should begin as soon as it is taken off the tree. In the packinghouses, the oranges must be clean and handled properly since too much fruit arrives in the markets in poor conditions. According to Chapman, shipments sent to the markets should include only the very best oranges. Chapman also thought that orange brands should build up their reputations and establish trade in specific markets instead of pandering to many different markets, as a brand of any item that is met with favor in a particular market will sell better in that market. 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.
