Rooted Wisdom, Season 2 Episode 8

Welcome back to Rooted Wisdom! In this episode, we dive deep into a fascinating and often overlooked intersection of art, agriculture, and cultural representation. Our guest, Dr. Browning Neddeau, is an enrolled member of the Citizen Potawatomi Nation and a professor at California State University, Chico. His research focuses on Native American imagery on agricultural crate labels—a niche but powerful lens into how Indigenous peoples have been portrayed in commercial art over time.

🌾 What Are Agricultural Crate Labels?

Crate labels are the colorful, artistic stickers or prints found on boxes used to ship fruits, vegetables, and other agricultural goods. These labels often feature branding, imagery, and regional pride—but they also reflect societal values and stereotypes. Dr. Neddeau’s work examines how Native imagery has been used on these labels, often in ways that misrepresent or oversimplify Indigenous identities.

🧑‍🎨 A Personal and Academic Journey

Dr. Neddeau’s interest in agricultural art began in childhood, sparked by a vintage sardine can label. Over time, his passion evolved into a scholarly pursuit. In 2017, he curated an installation titled The Cross-section of Art and Agriculture: A Historical Perspective 1885 to Present, which led him to notice recurring Native imagery across many labels. This discovery launched a deeper investigation into how these visuals shape public understanding of Native peoples.

📆 The Four Eras of Crate Label Art

According to McClelland and colleagues, crate label art can be divided into four eras:

Naturalistic Era (1885–1920)
Advertising Era (1920–1935)
Commercial Era (1935–1955)
Modern Era (1955–Present)

Dr. Neddeau suggests that the long span of the “Modern Era” may warrant a fifth category, especially as visual culture continues to evolve.

🧠 Why It Matters

Native imagery on crate labels often perpetuates stereotypes—feathers, headdresses, gender roles—that do not reflect the diversity of tribal nations. These images can reinforce outdated ideas, suggesting that Native peoples are relics of the past rather than vibrant, contemporary communities.

Even well-known brands like Land O’Lakes used an “Indian maiden” image for nearly a century, only removing it in 2020. While the company consulted a Native artist for revisions in the 1950s, the imagery still contributed to a generalized and inaccurate portrayal of Indigenous identity.

🧺 Labels as Cultural Artifacts

Dr. Neddeau’s research is part of a broader field called material culture, which studies objects to understand societal values. He argues that crate labels are more than marketing tools—they’re historical documents that reveal how Native peoples have been commodified and misrepresented.

🧭 Looking Ahead

As Dr. Neddeau continues to collect and analyze crate labels, he hopes his work will inspire others to examine their own collections and question the stories behind everyday objects. His research encourages greater awareness of cultural misappropriation and promotes more accurate, respectful representations of Indigenous communities.

🛒 Your Challenge

Next time you’re at the grocery store or farmer’s market, take a closer look at the labels. What stories are they telling? What histories are they preserving—or erasing?

📚 Learn More

Explore Dr. Neddeau’s research and collection.
Visit the Intertribal Agricultural Council to support Native-owned agricultural businesses.
Support IFAI and its mission to promote Indigenous food sovereignty.