Ca. 1930, Netherlands Leo Moulen
Old wooden Coca-Cola / Kornol / Noca Cola crate with iron fittings, from the 1930s, in original condition!
Dimensions: 46.5 cm x 30cm x 11 cm.
Every (old) resident of Voerendaal has heard of him, Jan Jozef Leonard Leo Moulen, or Leo Moulen. A farmer's son with a business instinct.
Leo was born on 4 October 1882 in Voerendaal, son of Lambertus Moulen and Maria Josepha Haembeukers. He came from a large family which was not uncommon at that time. His father was a problematic man, drank a lot and also had a gambling problem. Lambertus had nearly sold his son Leo to pay his debtors. (source: Jacqueline Moulen)
in 1907, when Leo is 24 years old, he started making lemonade and marketed it. Carbonated fruit lemonade which he sold from door to door with his dog cart. He had many customers, especially among the miners' families. He therefore sold his lemonade under the brand name "Glück auf Perle".
Meanwhile, Leo married Maria Hubertina Coenen and they had 10 children.
Leo is faring well and in 1920 he becomes the proud owner of the first automobile in Voerendaal. An acquaintance of Leo emigrates to the United States and sends Leo a letter in which he mentions the rise of a lemonade factory that sells well under the brand name Coca-Cola. The lemonade is available in special bottles, he adds. Leo somehow feels that he should do something with this and in 1922 he takes the train to the Hague to register the brand name Noca-Nola. He now produces his lemonade under this brand in the special bottles with the brand name Noca-Nola and a muscular man in a triangle, a logo that he always used and also had above the door of his home in stained glass. Also added his proud name, L. Moulen. His lemonade looks nothing like the drink from Coca-Cola.
Leo does well, it is now 1925 and his company has grown. He is the richest man in the village and possesses 6 cars and a real phone with the number 15.
In 1928 Coca-Cola comes to the Netherlands and in 1930 they open the first distribution centre for sales in our country. However, there is a problem, Coca-Cola should is not allowed to sell in a radius of 50 km around the village of Voerendaal (this is the entire South and Central Limburg up to Helden-Panningen).
The mining industry has ensured that Leo has about 50,000 customers here and precisely in the radius of 50 km is the mining industry. In 1936 Leo provokes the Coca-Cola company by bringing a copy of the famous coke bottle with the brand name Noca-Nola on the market. The following year, Coca-Cola buys Leo’s brand name for 10,000 guilders and sets as conditions that Leo Moulen is not allowed to sell products under the brand name Noca-Nola in the famous bottle, under penalty of a fine of 500 guilders per infringement.
Leo, of course, keeps producing but now under the brand name KOMOL. He continues to use the logo of the tough guy with the muscles, in addition he obtains the license to sell Coca-Cola products in the region.
Shortly after in the same year 1937 a fire breaks out and his factory and house are destroyed. Leo manages to resume production within six weeks. Unfortunately, this did not take long. In 1940, his factory was largely destroyed and the occupiers take his carbonic acid manufacturing plant and his commercial vehicles.
Leo recovers from this setback and restarts his factory. Unfortunately, in the 1950s a competitor emerges.
Herman Schiffers, a former employee of Leo start his own factory at the Heksenberg in Heerlen and later founds the lemonade factory Herschi in Hoensbroek.
In addition to this competitor who takes over many of his clientele, he also has the bad luck that in the 1960s the mines close and he loses his biggest clients in one swoop. In 1966 Leo Moulen dies 84 years old. His sons continued the business but proved unable to let the company flourish again. The competition becomes even greater when Herschi is sold to Hero in 1988, and they start to sell their products through supermarkets. Selling from door to door is no longer profitable. In 1990 beer giant Heineken also makes a deal with many sports canteens in the region, so even more customers disappear.
In 2001 the curtain falls for KOMOL. The building is still there and the brand name KOMOL is proudly placed on the side.
Also the muscled man is still above the front door. Silent witnesses of a once thriving lemonade factory that dared to take on the Coca-Cola Company.
Pictures are part of the description.
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|Member since:||January 30, 2016|
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You can pick up this lot from the seller: Gorinchem (), Netherlands.
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