Centre slice of the pineapple

Just in time for the Christmas festivities in 1925, the sales vans of the young Migros AG offer tinned produce for the first time: Libby’s Pineapple. According to the advertisement, for these “large tins with 12 slices” Libby’s uses only the middle part – “just the centre slice” – of fruits from its plantations in Hawaii. The American company is one of the largest tinned goods manufacturers in the world and owns huge slaughterhouses in Chicago, where it has produced corned beef since 1875. At the beginning of the 20th century, Libby's expands its activities to fruit and vegetables. In 1928, Migros adds further products from Libby's to its range: “medium size” asparagus and “Ia Californian peaches”. They each cost the princely sum of CHF2. For the same price, customers can also buy a kilo of Eterna floor polish, half a kilo of honey from Siebenbürgen or four kilos of cornmeal.