Document Type

Article

Publication Date

2019

Publication Title

Journal of Latino/Latin American Studies

Volume

10

Issue

1

First Page

48

Last Page

67

Abstract

The United Farm Workers (UFW) began as a labor movement centered on California-based Mexican, Chicano, Filipino, and Black workers during the 1960s.1 The UFW’s branding significantly aided the organization’s notoriety and prevalence during the U.S. civil rights movements of the 1960s and 70s.

Visually spare and easy to replicate, the UFW’s black eagle became an unofficial logo for the entirety of the 1960s and 1970s Chicano rights movement (Figure 1). This changed at the beginning of the 1980s as the UFW experienced a diversified constituency, a shift to a more conservative U.S. government, and a reduced number of supporters of the organization. This period would result in Chavez’s third and last major strike known as the “Wrath of Grapes” boycott (United Farm Workers, 1986b). Using new methods of distribution and increased commercial products, the UFW organizers focused on food quality and consumer education regarding poison and its detrimental consequences.

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