Seasoning Vermont: When Fall Became a Product

Originally published in the Times Argus/Rutland Herald Weekend Magazine on 10.16.21 in the “Remember When” column with the title “Falling for Vermont

Frank O. Duffy, a postal worker from Mattapan, Massachusetts, had been visiting Wallingford for more than 40 years. His friend, Patrick J. Muiry, of Boston, had “discovered” the town back in 1895. And now, the retired Mr. Duffy was staying at Maple Grove Farm for his annual October vacation. The foliage was, he told the Rutland Daily Herald, “as gorgeous as ever this year,” especially along the “back roads where October’s colors are gayest.”

It was 1937, and Vermont hadn’t long been a fall vacation destination. That is, until marketers decided it should be.

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