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VAN HOUTEN: A WORLD TRADE-MARK IN COCOA AND CHOCOLATE

Aspects from a company history 1815-1971

The cocoa and chocolate industry in our country assumed high proportions during  the last quarter of the nineteenth century. In  its  original form this branch of industry has now completely disappeared. Up till now a thorough history has been missing. The production process of cocoa-powder has been a sole Dutch discovery.  In 1827 Casparus van Houten discovered in Amsterdam a solution for the age-old problem that chocolate-powder(cocoa- powder) was lying heavily on the stomach because of a too high percentage of fat. By means of squeezing roasted cocoa–beans, part of this cocoa-fat could be removed in this process, as a result of which cocoa- powder was gained on the one hand and on the other hand cocoa -butter. Cocoa-butter, however, is necessary again during the preparation of chocolate. Moreover, Coenraad Johannes van Houten developed the secret process for alkalising cocoa-mass, as a result of which aroma, smell and taste strongly improved.  In April 1828, a patent  was  given  by  King William I  for  a   period  of   ten  years.  A  development that brought about a great revolution within the growth potential of a national cocoa and chocolate  industry. A cocoa and chocolate industry that ultimately would greatly contribute to the export of products and goods. It gave a world reputation to our country. The following companies : Droste, Driessen, Bensdorp, Blooker, Pette, Grootes, de Jong  and  Korff  could  also  amply  profit from the further growth for each company separately. During a time that many products were sold loose, Van Houten presents the product of chocolate-powder (cocoa-powder) in labelled bottles. After that there was a quick switch over to tins. Thus, in 1829, one of the first registered trade-marks came into being in our country. Then Van Houten put into practice a sales organisation and advertising design by making millions of guilders  available  for                      this  purpose. The objective  was  to  make  clear  to the world   that  only Van Houten  produced  the  best  cocoa-powder (from 1897 onwards   also  chocolate  products).  All  means were  used  to  propogate  this reputation  further in  the world : Farces, comedies,  advertising films,  musical scores, posters, chromos, advertisements, colouring-books and picture postcards  besides the numerous artistically executed  packages and a sponsored publication of ”Ons Eigen Tijdschrift”.(=Our Own Magazine). Van Houten cocoa  and  chocolate :” De beste en voordelig in gebruik”(=The best and cheap) would be a world-embracing household word. In the course of years an elite of graphic designers, at home and abroad, has plunged into the package design and the artistic design for advertising. To mention some names : Theo van Hoytema, Privat Livemont, Johan Georg van Caspel, Johan Briede, Bernhardina Midderigh-Bokhorst, Freddie Langeler, and Stefan Schlesinger, After World War II : Frans Mettes, Karel Suyling, Gerard Wernars, Thomas Posthuma, Erik Thorn Leeson  and Kees van Roemburg. “Van Houten Anders dan Anderen”(=Van Houten in every  way different from the others) The outcome of all these advertising efforts and the strict maintenance of the level of quality resulted into the export to more than 80 countries. Van Houten subsidiary companies were active  in England,Germany and France besides their own established sales offices in New York, Singapore and Malaysia. The scene of the big sales success is mainly laid after 1880 until the sixties of the previous century. In 1971, the Van Houten company, since 1850 established in Weesp, would close down to the bewilderment of everybody.For employment and welfare services Van Houten offered a welcome progress in the fortress town of Weesp, under the smoke of Amsterdam. Provisions in welfare work and in the cultural field could be achieved through the initiatives  introduced  by Van Houten. The population  growth  increased thanks  to  the coming  of  the Van Houten “poedermeiden” (=powder girls). Many aspects from the history of the company, up till the seventies one of the biggest export companies in our country, are brought together in this richly illustrated book and it got its final form through an extensive survey of sources  and  archives  during  a  period  of   8  years.