Flipje Tiel, the raspberry character of the jam factory

Here you can see the history of Tiel and the region, once the center of the fruit-producing and processing industry. The museum tells the stories of Tiel’s history, with archaeological finds and excavations, provides an overview of the city’s development over the centuries, and is the place where Flipje Tiel was born.

Who is Flipje Tiel?

Flipje originated as a promotional character for the jam factory ‘De Betuwe’. This factory was located at the end of the 19th century on the Grotebrugse Grintweg in Tiel. Under the name ‘Tielsche Koffiesiroop Fabriek’, coffee syrup was produced as a substitute for the then expensive coffee. This coffee syrup was made from apples, pears, beets, and carrots, allowing the manufacturer to gain experience in fruit preservation. In 1888, the name of the factory was changed to ‘Nederlandsche Fabriek van Verduurzaamde Vruchten Maatschappij de Betuwe NV’.

The factory started producing jam, as well as apple drinks, tomato juice, and apple syrup. The fruit for production was readily available in the Betuwe. After World War I, several jam factories emerged, increasing competition. The factory, which had acquired the predicate of Royal Supplier, fought for its market share. A modernization drive followed, with a new factory installation, a change in the company’s name to ‘Maatschappij de Betuwe N.V.’, and the search for new advertising methods. From this Flipje emerged.

‘De Betuwe’ had already been producing small children’s booklets promoting their products. In 1935, the management of ‘De Betuwe’ asked the advertising agency ‘Van Alfen’, wi