An Enduring Name

By Herm Benedetti, VP of Research and Development, Clover Stornetta Farms

Here’s a quick political quiz for you:
Among the Secretaries of State of each state in the Union since the inception of theUnited States, who ranks first in length of continuous service?

That person would be Frank C. Jordan, Secretary of State of the State ofCalifornia. He served in that capacity from 1911 until he died in office on January 18, 1940, at 79 years of age.ofCalifornia. He served in that capacity from 1911 until he died in office on January 18, 1940, at 79 years of age.ofCalifornia. He served in that capacity from 1911 until he died in office on January 18, 1940, at 79 years of age.

Now what, you may ask, does this have to do with Clover Stornetta? Frank C. Jordan signed the first “Claim To Trade Mark” for Clover Brand Butter on June 23, 1916. Thus began the history of Clover Brand Dairy Products.

In the original document the trade mark was granted to the Petaluma Cooperative Creamery and described as: “ ‘Clover Brand Butter’ printed diagonally across a rectangle, with a cluster of clover, consisting of three leaves and three flowers, between the words ‘Clover’ and ‘Butter’ etc.”trade mark was granted to the Petaluma Cooperative Creamery and described as: “ ‘Clover Brand Butter’ printed diagonally across a rectangle, with a cluster of clover, consisting of three leaves and three flowers, between the words ‘Clover’ and ‘Butter’ etc.”

Butter was the only product being produced for retail sale by the Creamery at that time. Over the next 14 years many other products were developed and produced bearing the Clover Brand label and it became necessary to apply for years many other products were developed and produced bearing the Clover Brand label and it became necessary to apply for a more universal trademark.

Which brings us back to Frank C. Jordan. Almost 14 years later, on May 16, 1930, Mr. Jordan assigned another “Claim To Trade Mark” for Clover Brand Products. Over the years the Clover brand evolved and changed until 1977 when Clover Stornetta was born. It actually took a year or two after the company started before the Clover Stornetta Farms brand was produced. We have had two or three redesigns since the original, but the basic logo has remained the same. We added the Clover Organic mark in 2005.

We also had some marks that were not as steadfast and long-lasting, such as the La Pureza brand in the 90’s and the Clover Farmstead mark that was introduced in 2007.

While the Clover brand has endured the test of time, I don’t think anyone could have foreseen the strength and the reach of the brand that Frank C. Jordan certified 96 years ago.

What changes will be made to our existing logos, or what new enduring marks might be added in the future and what impact they might have will be fun to see. We’ll keep you posted.