The Origins of Binghamton Seed Companies and How they Stayed in Business
Flower and Vegetable Seed Annual for 1908 cover
by Macey Graves
In the early years of the 20th century, Binghamton was home to anywhere from three to six companies specializing in the sale of seeds. These businesses, which appear to have been small and locally run rather than the large corporations and manufacturers that dominate seed sale today, would then have had competition to deal with while running their businesses. As Binghamton was not primarily considered an agricultural area, the existence of these companies creates a few questions: why did they have a presence in the factory-heavy area of Binghamton? Who did they sell to? How did they advertise? In particular, how did seed companies in Binghamton function and what role did they play in the city?
By using what we know of one of the city’s larger seed companies, the Binghamton Seed Co., potential answers are presented for these questions. In the case of this company, it appears that there was a local focus with out-of-state advertising, springing up due to local demand and selling other types of products besides seeds to increase appeal. By expanding their options to those outside of the area and those who were not farmers, the Seed Co. stayed afloat long enough to settle into being a local staple for decades, in one form or another. This tells us that seed sale on its own may not have been popular in Binghamton, but the sale of agricultural products could thrive with some support.
Some of the greatest resources for discovering the history of the seed companies in Binghamton are booklets created by the Binghamton Seed Co., preserved by the USDA National Agricultural Library. From two of these booklets, for 1908 and 1920, we can find a wealth of information on the Binghamton Seed Co., including what items they sold, how much they cost, and what other items they provided beyond seeds; for example, the 1920 catalog advertises paints and furniture polish. In particular, these booklets make it clear that the company accepted large orders from farmers as well as smaller orders that could have appealed to gardeners. This would broaden their audience, increasing appeal for local city-dwellers along with farmers making large orders.
Pages 16 and 17 of Binghamton Seed Co.'s 1920 Catalog ("Seeds 1920")
For example, this advertisement for corn in the catalog shows that the company was appealing to farmers who wanted to grow plentiful, good-quality corn stock. This is also one of the few times the booklets refer to where the Binghamton Seed Co.’s seeds may have been from- in this case, they appear to have gotten corn seed from Long Island. Information on where they acquire other seeds is sparse. On other pages in the booklet, the Seed Co. advertises flowers instead, which were presumably more appealing to gardeners or those just wanting to fill their front yards or window-boxes. This diversity of products would have contributed to a diversity in consumers.
The Binghamton Seed Co.'s other attempt to widen their audience appears to come from attempts to appeal to those far outside of the Binghamton area. Other sources from the time period show how wide-reaching the seed company’s impact may have been. In 1907, the Grain Dealer’s Journal reported on the incorporation of the Binghamton Seed Co.; said journal was based in Chicago. Another Chicago-based publication, the Successful Poultry Journal, reported recieving the 1909 catalog and gave it an approving review. This would imply that the Seed Co. meant to expand their sale of seeds across a substantial portion of the country. While it is unknown how successful these attempts were, the fact that the attempts existed in the first place shows that this was one way the company attempted to popularize its wares.
"CANARY BIRDS" advertisement
That said, the Seed Co.'s main appeal seems to have been to locals, as they did not rely entirely on the sale of seeds. 1911 advertisements in the Binghamton Press advertise the sale of goldfish and canaries as pets. 1917 advertisements also mention that they sold gloves and mittens. None of these products were advertised in the company catalogs, meaning that they were likely for local residents only. These other products constitute one more way that the Binghamton Seed Co. became more than a company about seeds in Binghamton- in fact, evidence shows they may have stayed in business partially because they did not just sell seeds.
Binghamton Seed Co. Advertisement in the Farm Journal Illustrated Rural Directory of Broome County, 1917
Lilla C. Boyce, the wife of one of the company’s incorporators (N. Leroy Boyce), ran a store called Triple Cities Pets & Seeds for “30 years”, according to her 1972 obituary. As the Binghamton Seed Co. is removed from directories after 1937 and is replaced by “Boyce Lilla C. Mrs” in listings, it is likely that the Seed Co. eventually became a business catering to more than simply agricultural interests, and because it sold pets and pet products, may have had a stronger focus on local consumers. This shift could imply multiple changes in the Binghamton Seed Co.’s fortunes, such as an acknowledgement of the viability of a local business over a national one or a lack of popularity outside of the Binghamton area in the first place. Supporting this may be changes in the local area during the early 20th century, particularly growing connections between the nearby Nanticoke valley partially caused by a 1911 initiative by the Binghamton Chamber of Commerce to analyze the valley and help connect it with the city. Not only would this initiative and increased roadwork between the areas potentially inspire people to create agricultural companies in Binghamton in the first place, but they may have also improved local business in the agricultural sector in general. That said, the fact that the company shifted to focus on both seeds and pets implies that this new form of the store continued to exist because, even as a successful local business, agriculture alone could not support a store in Binghamton. The Binghamton Seed Co.'s success relied on its ability to adapt- initially to adapt to different types of consumers, and then to different types of products.
While little information about Binghamton’s seed companies is easily available to historians, one can still come to intriguing conclusions about the role they may have served for the city and the area via what we know of the Binghamton Seed Co. These seed companies appear to have had the potential for mass popularity at one point, epitomized by the wide range of the company’s catalogs (as well as the detail and care put into them). However, at least in this case, the Seed Co. survived and perhaps even thrived when it focused on residents of the Triple Cities rather than trying to branch out. Further, it seems that the existence of an agricultural company on its own was inspired by recent events in the area, though the owners decided to expand their output to stay in business- meaning they appealed not just to farmers and gardeners but likely to local residents simply needing products like pet food or paints as well. The Binghamton Seed Co.'s story shows that agricultural companies could find success in early 20th century Binghamton, but that it was essential that these companies adapt to changing local needs to thrive.