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Bringing comfort and convenience to the colonial table: Delhaize Frères & Cie's colonial department in the 1920s and 1930s. / Teughels, Nelleke.

In: Appetite, Vol. 94, 2015, p. 13-20.

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@article{cd41a0d611194c87a26a825b06ab6702,
title = "Bringing comfort and convenience to the colonial table: Delhaize Fr{\`e}res & Cie's colonial department in the 1920s and 1930s",
abstract = "The paper explores the role of convenient shopping in establishing a sense of comfort for Europeans in a colonial environment. So far, there has been little investigation into how Belgian retailers tried to gain a firm foothold in the Congo, how they presented themselves and promoted their wares. This paper examines the activities of the colonial department of Delhaize Fr{\`e}res & Cie ‘Le Lion’, Belgium's first and largest food multiple. It examines how this large grocery chain tried to establish itself in the Congo, what motivations it had to extend its business to the colony, what audience it wished to reach, what products and services it had to offer and what sales and marketing strategies were used. It appears that convenient shopping was one of the key selling points Delhaize's advertising, while also characterising its products as indispensable for Europeans' comfort, moral respectability and homely warmth in a so-called primitive, backward environment.",
keywords = "food retailing, the Belgian Congo, convenience shopping, advertising, retail history, Food Studies",
author = "Nelleke Teughels",
year = "2015",
doi = "10.1016/j.appet.2015.04.007",
language = "English",
volume = "94",
pages = "13--20",
journal = "Appetite",
issn = "0195-6663",
publisher = "Academic Press Inc.",

}

RIS

TY - JOUR

T1 - Bringing comfort and convenience to the colonial table: Delhaize Frères & Cie's colonial department in the 1920s and 1930s

AU - Teughels, Nelleke

PY - 2015

Y1 - 2015

N2 - The paper explores the role of convenient shopping in establishing a sense of comfort for Europeans in a colonial environment. So far, there has been little investigation into how Belgian retailers tried to gain a firm foothold in the Congo, how they presented themselves and promoted their wares. This paper examines the activities of the colonial department of Delhaize Frères & Cie ‘Le Lion’, Belgium's first and largest food multiple. It examines how this large grocery chain tried to establish itself in the Congo, what motivations it had to extend its business to the colony, what audience it wished to reach, what products and services it had to offer and what sales and marketing strategies were used. It appears that convenient shopping was one of the key selling points Delhaize's advertising, while also characterising its products as indispensable for Europeans' comfort, moral respectability and homely warmth in a so-called primitive, backward environment.

AB - The paper explores the role of convenient shopping in establishing a sense of comfort for Europeans in a colonial environment. So far, there has been little investigation into how Belgian retailers tried to gain a firm foothold in the Congo, how they presented themselves and promoted their wares. This paper examines the activities of the colonial department of Delhaize Frères & Cie ‘Le Lion’, Belgium's first and largest food multiple. It examines how this large grocery chain tried to establish itself in the Congo, what motivations it had to extend its business to the colony, what audience it wished to reach, what products and services it had to offer and what sales and marketing strategies were used. It appears that convenient shopping was one of the key selling points Delhaize's advertising, while also characterising its products as indispensable for Europeans' comfort, moral respectability and homely warmth in a so-called primitive, backward environment.

KW - food retailing

KW - the Belgian Congo

KW - convenience shopping

KW - advertising

KW - retail history

KW - Food Studies

U2 - 10.1016/j.appet.2015.04.007

DO - 10.1016/j.appet.2015.04.007

M3 - Article

VL - 94

SP - 13

EP - 20

JO - Appetite

JF - Appetite

SN - 0195-6663

ER -

ID: 14241011