Vintage De Gruyter Cacao Blauwmerk, Oranjemerk, Groenmerk

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Vintage De Gruyter Cacao Blauwmerk, Oranjemerk, Groenmerk

• Manufacturer: De Gruyter
• Date of manufacture: 1935 - 1960

Description
Set of three tins for De Gruyter's Cacao. Blue mark, Orange mark and Green mark. These vans are equipped with a loose lid with the slogan: "and better goods, and 10 percent, only De Gruyter".

The decoration of these tin cans consists of a blue, orange and green background with vertical brown surfaces and gold-colored lines. On the front and back in an oval medallion a drawing of a woman's head with cocoa stalks.

Condition
This set of three cans is in a vintage condition with traces of use and age-related traces of use. Photos are part of the description.

Dimensions

• Height: 14.5 cm
• Diameter: 7 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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