This subseries contains correspondence, reports, studies, newspaper and periodical clippings, and advertising and promotional materials relating to the avocado industry, in particular in Southern California. Scientific studies, reports by explorer F. Wilson Popenoe, and the catalogs of avocado nurseries such as E. E. Knight and the famously irascible Albert R. Rideout , document in particular the efforts of the industry to perfect cultivation methods, standardize varieties, and improve the quality of the avocados produced. In addition, newspaper and periodical clippings, pamphlets of avocado recipes both for consumption and for beauty uses, and advertising ephemera--some in the shape of an avocado--indicate the efforts the industry took to publicize and market what was still considered an “exotic” fruit to the public. Real estate company brochures advertising land suitable for avocado groves also indicate the role the avocado industry played in the development of Orange County.