Tjoklat
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Tjoklat was a Dutch chocolate factory founded by Willem Cornelis Sickesz junior (1886–1971) on June 2, 1924 in Amsterdam as a public limited company under Dutch law. The factory's original name was NV Hollandsch-Zwitsersche Chocoladefabriek, Amsterdam . The factory was located at Schinkelkade 60-69 on the corner of Vaartstraat. The head office was in the same building with an entrance at Vaartstraat 84. The main products were chocolate bars (without filling) and pastilles .
In 1925 the factory was already producing 63 million bars and six months later the milestone of 100 million bars was announced in an advertisement. The first products with the brand name Tjoklat appeared on the market in September 1936. "Tjoklat" is the Malay word for "chocolate". The trademark since then has been an image of a kneeling Indonesian woman with a bowl of cocoa pods in her hands. It was designed by graphic designer Jannes de Vries. The artist was probably the painter Berend Hoving, who was born in Oosterhesselen (province of Drenthe ). The model was Mady Townsend, a good friend of Willem Cornelis Sickesz junior from England. All Tjoklat products are made with Indonesian cane sugar. Before the Second World War, a series of white Bakelite jars (oval and round) with chocolate pastilles was brought onto the market, with the trademark (the kneeling Indonesian woman) being an imitation cameo . The chocolate molds came from Anton Reiche from Dresden and the tins were commissioned from Philips . Production came to a standstill during the war.
After the war, the company experienced its heyday with the Tjoklat brand. The factory was renamed Tjoklat-Fabriek NV Amsterdam in 1950 . The Bakelite boxes were replaced by tin boxes with a relief . In 1971 the founder Willem Cornelis Sickesz died. In 1972 the factory was converted into a Dutch limited liability company (BV) and the name changed to Tjoklat BV . In 1974 Meneba , a Dutch grain processing company, took over the Tjoklat chocolate factory. On December 24, 1977 Meneba closed the plant in Amsterdam and transferred production to its subsidiary Beukers & Rijneke in Vlaardingen . In 1978, seven years after the founder's death, the Amsterdam factory was demolished. In 1984 the confectionery manufacturer Baronie-De Heer in Alphen aan den Rijn took over the chocolate factory in Vlaardingen and the Tjoklat brand.
The Tjoklat album
In April 1937 Tjoklat published a saga album, a children's book with Indonesian stories. By collecting the trademarks that were printed on the packaging of the chocolate bars, the album could be acquired. The cover of the album also featured the image of the kneeling Indonesian woman with the bowl. The album was already provided with colored illustrations, the texts had to be collected and pasted. The album was printed in the De Spaarnestad printing house in Haarlem . The illustrations were by Frits van Bemmel.
Web links
Individual evidence
- ^ Haagsche courant (July 14, 1926): Advertisement 100 million chocolate bars
- ^ Haagsche courant (January 28, 1937): Advertisement for Tjoklat chocolate
- ^ De Telegraaf (August 10, 1974): Meneba takes over Tjoklat
- ^ Het Parool (September 17, 1977): Meneba closes the Tjoklat factory in Amsterdam
- ↑ De Tijd (June 4, 1937): Tjoklat saga album