Coffee Hag
Kaffee HAG is a decaffeinated coffee brand from Jacobs Douwe Egbert (JDE). It goes back to a company founded by Ludwig Roselius in Bremen in 1906 .
history
Together with other Bremen wholesalers, Ludwig Roselius founded the Kaffee-Handels-Aktiengesellschaft (Kaffee HAG) on June 21, 1906 with a capital of 1.5 million marks , which was the first company in the world to produce decaffeinated coffee. Production began in 1907 in the newly built factory in the wood and factory harbor in Bremen. Even in the early days, 13,000 pounds of coffee could be processed daily.
In 1908, unmistakable advertising motifs for coffee and advertising slogans such as “Nerves as hard as steel through sport and coffee HAG” or “Always harmless! Always digestible! ". Kaffee HAG was the first coffee to be advertised in cinemas during the silent film era. Roselius used an assembly line for production . Production had to be stopped during the First World War .
In 1921, the company founded Angelsachsen-Verlag , based in Bremen, which produced the company's advertising material, but also books and periodicals, primarily in the fields of architecture , visual and performing arts .
From 1922 onwards, Kaffee HAG was produced again, but it was not until 1926 that the pre-war production output could be achieved. In 1929, Kaba cocoa powder was added as a second product and Kaffee HAG was given the “red heart” on the packaging as a distinguishing mark.
During the Second World War , the soldiers were served hot HAG-Cola . From 1950 the coffee brand Onko added to the range.
In 1979, Roselius' son sold Kaffee HAG to the US company General Foods Corporation (now Mondelēz International ). At the beginning of 1981 , Kaffee HAG AG merged with General Foods GmbH in Elmshorn to form HAG GF AG . Before that, both companies had cut jobs; the new company initially had 2,379 employees (1,570 from Kaffee HAG and 809 from General Foods).
In 2015, 51% of Mondelez International's coffee division was sold to Douwe Egberts and Jacobs Douwe Egberts (JDE).
In 2016, JDE announced that it would close decaffeination on March 31, 2017. 50 employees lost their jobs.
Corporate Design
As one of the first companies, it relied on a uniform and graphically sophisticated advertising appearance. This made Kaffee HAG (alongside AEG with Peter Behrens ) one of the pioneers of modern corporate design. Everything that the coffee drinker saw was uniformly designed, from the business papers to the product packaging to the advertising materials such as tin signs, cups and pots.
The colors black and red on a white background were defined as corporate colors. A heart on posters and a red lifebuoy as a logo, designed by Wilhelm Christoph Eduard Scotland in collaboration with Otto Haupt , should symbolize the rescue from damage to health. A specially designed font was used for advertising.
The company's image-enhancing appearance was very broad. The expansion of Böttcherstraße in Bremen was seen as advertising and was largely financed by Kaffee HAG.
advertising
As part of the extensive public relations work for his company, from 1913 onwards, Roselius also issued drawings of coats of arms as collector's stamps, which were called advertising brands . There were corresponding scrapbooks for the stamps of the heraldist Otto Hupp . Later albums were also issued in other European countries.
Factory building
In Hagstrasse and on the Fabrikenufer in Bremen- Walle in the Überseestadt district , an ensemble of factory buildings was constructed in various phases from 1899 to 1915 according to plans by Hugo Wagner (1906–1907) and the Bremen industrial architecture firm Hildebrand & Günthel (1899, 1914–1915) . The factory is an architectural-historical building for the reform efforts in the new factory building. The ensemble and the individual buildings are a high-ranking Bremen monument .
The listed ensemble includes:
- the Kaffee-HAG-Werk I , which was built from 1906–1907 according to plans by Hugo Wagner and expanded from 1914–1915 by the Bremen industrial architecture firm Hildebrand & Günthel,
- the coffee HAG-Werk II , Cuxhaven road 28 / factory shore / Hagstrasse, consists of the two five-storey storage buildings memory I and II of the former Kaba production, the 1906 and 1912 by Hildebrand & Günthel for the oil mill large-Gerau-Bremen in Concrete skeleton construction, but with masonry outer walls, as well as the former machine house of the oil mill Groß-Gerau-Bremen in 1899 by Hildebrand & Günthel and
- also as a single monument the marble hall in the warehouse extension building of Kaffee HAG, built in 1914 according to plans by Hildebrand & Günthel.
Marble hall
Plant I, Hagstrasse 3
Plant I, Fabrikenufer 115
Plant II, Fabrikenufer 111/113
literature
- Jörn Christiansen (Ed.): From a single source. Coffee factory in reinforced concrete. Hugo Wagner, Bremen 1907 (= publications of the Bremen State Museum for Art and Cultural History, Focke Museum. 89). Bremen / Fischerhude 1991.
- Herbert Black Forest : The Great Bremen Lexicon . 2nd, updated, revised and expanded edition. Edition Temmen , Bremen 2003, ISBN 3-86108-693-X .
- Kraft Foods Germany, Bärbel Kern, Katrin Laskows, Silke Puls: 100 years of Kaffee HAG. Edition Temmen, Bremen 2006, ISBN 978-3-86108-082-4 .
Web links
- Early documents and newspaper articles on Kaffee Hag in the 20th century press kit of the ZBW - Leibniz Information Center for Economics .
References and comments
- ^ Stefan Knödler: Rudolf Borchardt's anthologies . Walter de Gruyter, Berlin 2010. ISBN 978-3110228304 , p. 199.
- ↑ Ulrich Wittig: Mergers & acquisitions: Requirements, process and consequences of mergers and acquisitions at Kraft Foods in Germany from 1978 to 1998 , LIT Verlag , 2008, ISBN 9783825807603 , p. 146 [1]
- ↑ Coffee fusion: Jacobs will soon be part of Senseo. In: FAZ.NET . May 7, 2014, accessed April 3, 2017 .
- ↑ Philipp Jaklin: Off after 109 years: JDE includes Kaffee Hag factory. In: weser-kurier.de. September 15, 2016, accessed April 3, 2017 .
- ↑ see also article Coffee Hag albums , nl: Koffie Hag-albums and pl: Albumy Coffee Hag
- ↑ Monument database of the LfD Bremen (Ensemble)
- ↑ Monument database of the LfD Bremen (Plant I)
- ↑ Monument database of the LfD Bremen (Plant II)
- ↑ Monument database of the LfD Bremen (Marble hall)