The Marketing of Margarine

This paper gives an overview of the growth of margarine as a product into a leading fmcg item. It tracks its birth in southern France in 1870, the growth of production, the emergence and establishment of brands and the various technological advances that have improved margarine, up until the 1980s.

The Marketing of Margarine*

Paul ClarkVan den Berghs

Birth of the Margarine Industry

The process of industrialisation has been divided into three distinct phases: first, the growth of the cotton and iron industries, and the construction of railways; secondly, beginning around 1870, the growth of new industries – chemical, electrical and steel; and, thirdly, the rise of the durable consumer goods industries – cars, television sets, washing machines and, coming right up to the present time, the wealth of electronic wizardry which is having such dramatic effects in almost every walk of life, from factory and office through to...

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