Vintage round coffee tin with a loose lid, "De Gruyter's decaffeinated coffee", brown and cream coloured

Vintage round coffee tin with a loose lid, "De Gruyter's decaffeinated coffee", brown and cream coloured

• Manufacturer: De Gruyter N.V.
• Date of manufacture: 1930 - 1940

Description
Round coffee tin with the company name "De Gruyter" and product name "Decaffeinated coffee" on a brown background. On the front and back a cream-coloured cross in which an orange coffee pot. Two coffee beans on the sides between text.

Text in old Dutch: De Gruyter's Caffeine-free coffee beans according to the prescription of the Commodities Act. Does not cause insomnia. A solution for HEART and NERVES.

Executed with a loose lid on which the well-known slogan: "And better value and 10% only De Gruyter". The number 18 is embossed at the bottom of the tin.

Condition
This tin is in good vintage condition with normal traces of use and age-related traces of wear. Photos are part of the description.

Size

• Height: 11.5 cm.
• Diameter: 8.5 cm.

De Gruyter was a retail chain in the Netherlands, in the 19th century and 20th century (until 1976). At its peak, there were more than 550 stores and nearly 7,500 employees.

An important element in the sales policy was the giving of a 10% discount when handing in the receipts. The slogan of De Gruyter was, therefore: And better true and ten per cent, only De Gruyter. This rewarded loyal customers and provided an additional means of checking the branch managers. Because De Gruyter only sold products of its own brand, the gross prices could not be compared with those of others.

As a customer binder, De Gruyter gave away a small gift for children every week from 1948: the legendary Candy of the week. It was introduced when sugar went off the receipt after World War II and there was too much sugar on offer. With a few guilders worth of groceries, unsolicited candy was given to the children. Later the "candy" became a plastic toy, a game, a doll or a book. Something different every week. A long-lasting campaign was that of cardboard building boards for houses and buildings.

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