Scarce Van Houten's Pocket Atlas containing 20 loose maps. - Van Houten's Cocoa. - 1910

Complete portfolio of map cards in original printed card folder. Extremities a little worn but maps in very good condition. Continent and country maps in full colour. Handy map cards of the world showing the continents and the individual European countries and regions with statistical information on the reverse. Given away as advertising material for the Dutch Van Houten cocoa company.

Cacao van Houten. [1909/10.]. Twenty (20) loose maps (each about 3 ¼ x 4”) on stiff paper in stiff paper pouch with printed title.

The Dutch chocolatier Conraad van Houten was a pioneer in the mass production of finely ground cocoa; his groundbreaking process was introduced in 1828. In the mid-1870s, colourful trade cards became a major marketing tool. Chocolate makers around the world, including van Houten, embraced the trade card trend.

This atlas takes trade cards to a much higher level than the often schmaltzy subjects. The atlas consists of twenty maps: one of the world, six of continents and 13 of countries or regions of Europe. The reverse of each card presents a variety of geographic and demographic data on the continent, country or region – with a prominent heading: “Cacao van Houten se consomme partout au monde.”

The Van Houten family originally of Amsterdam, developed the method of making cocoa powder water soluble. The factory in Weesp was closed in 1971 but the Van Houten Brand name is still in use. From the national boundaries shown it may be dated to 1909/1910.

Pointer in photo not part of this advert.