Printing blocks - N.V. Reinders’ Olie - Netherlands

Original early 20th century Dutch letterpress advertising printing block (cliché), mounted on wood, used for commercial printing.
Produced for N.V. Reinders’ Olie- en Veevoederfabrieken, based in Zwolle, Netherlands, an important industrial producer of edible oils during the late 19th and early 20th century.
The plate features a structured advertising composition with three illustrated scenes and accompanying slogans, culminating in the brand message:

“REINDERS’ SLAOLIE – Als goud zo goed!”
(“As good as gold!”)

Historical context:

This printing block dates from approximately 1910–1930, a period in which Dutch food industries expanded and relied heavily on letterpress printing for mass advertising in newspapers, packaging and promotional leaflets.
Reinders was part of the industrial oil production sector in Zwolle, transitioning from traditional milling to modern factory production.

Advertising significance:

The slogan “Als goud zo goed” is a classic early 20th-century marketing expression using a wordplay on “gold”, associating the product with:
purity and quality and high value.
Such phrasing was typical in food advertising of the time, reinforcing trust and desirability.

Function:

This object was used as a letterpress printing plate, designed to:
print advertisements in newspapers or flyers
reproduce consistent branding imagery
support mass communication before offset printing became dominant

Lot includes:

- Main metal printing plate mounted on original wooden base (without screws)
- Additional lower plate with company name and location
- Original hand roller

Condition:

Good vintage condition with signs of use consistent with age.
Wear and printing traces are visible, supporting authenticity.

Additional note:

A digital reconstruction of the printed result (gold version) is included for visual reference.