Why is Cleveland called the Plum?
“Cleveland’s a Plum” comes from a 1981 campaign by The Plain Dealer to promote the city. The slogan answered New York’s “Big Apple” nickname with a plum: something desirable, as in a plum job. Mayor George Voinovich helped introduce it by throwing a plum at a Cleveland baseball game.
In May 1981, Cleveland’s mayor threw out a plum at an Indians–Yankees game. As civic introductions go, it was difficult to mistake for anyone else’s.
The city had a new slogan to promote.
“New York’s the Big Apple, but Cleveland’s a Plum.” It was an earnest attempt to improve Cleveland’s image, delivered with enough oddness to make people remember it.
The Pitch (Literally)
The promotion came from The Plain Dealer at a time when Cleveland was looking for a better national story. Answering New York’s famous nickname gave it a recognizable starting point. Choosing a plum gave it a personality.
Mayor George Voinovich’s appearance at the ballgame helped introduce the idea. A ceremonial pitch normally passes without much explanation. This one required a little context from the produce department.
But... Why a Plum?
The word already had a flattering meaning: something desirable, as in a plum job or assignment. Applied to Cleveland, it made a pleasantly cheeky claim. New York could have its apple. We had something good here too.
Buttons, bumper stickers, and shirts spread the message. The promotion also inspired a limerick contest, an ice-skating show, and a concert called the Cleveland Plum Festival. The slogan had moved well beyond the newspaper.
A Nickname Worth Wearing
A nickname works differently once people can wear it. On a button or a shirt, the slogan becomes a small declaration of belonging, something another person can recognize across a room.
Matthew McConaughey has given the nickname another outing. Coverage of his appearance on Last Meals describes him urging Cleveland to reclaim “The Plum.” The old slogan had apparently made a more lasting impression on him than on some of the locals he asked about it.
That is the attraction of bringing it back into a clothing collection. “Cleveland is a Plum” makes a local reference and leaves room for a conversation. You can explain the 1981 campaign, or simply enjoy being from a city with an unusual opinion about fruit.
A little civic pride. A very specific piece of produce.
Wear the slogan: The same hometown reference appears on a heavyweight tee, women’s crop top, and vintage hoodie. Choose the shape you like; the conversation starter comes with it.
A very specific piece of hometown pride.
Wear the slogan on a garment-dyed heavyweight tee, or find your fit in the full collection.
Shop the Cleveland is a Plum T-shirt · Explore the Plum collection
Down the Rabbit Hole
Trace the campaign in the Encyclopedia of Cleveland History’s guide to city nicknames. The Akron Beacon Journal’s McConaughey report, republished by AOL, follows its recent reappearance. For a nickname with deeper roots, try the Forest City.
