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Echte Wagner

Echte Wagner (German for 'Genuine Wagner') was a German brand of margarine, produced by the Wagner company in Elmshorn, Holstein, in the 20th century. The business was opened by Carl Wagner in 1907 and finally closed in 1976.  The first factory was opened in 1907 in Elmshorn by Carl Wagner. The town was chosen for its transport links. Later a larger factory was opened in Elshorn and also a branch factory was opened  in the Province of Saxony, but was lost after the division of Germany in 1945.  The main factory was destroyed in World War II, then rebuilt by the founder's son, Heinrich Wagner. In 1960 it had about 250 employees and produced around 15.000 tonnes of margarine each year. In 1976, the company merged with other magarine companies, but the merged company failed two years later. In the late 19th century collectible cards were distributed with relatively expensive products such as cocoa. After World War I they were also distributed with cigarettes and margarine. At that time, there was a significant audience in Germany for Zukunftsroman and futuristic novels. The advertising imagery during the Weimar era mirrors a profound excitement for technology and a hopeful view of advancement. In 1930 the Wagner company created the series known as Zukunftsfantasien (Imaginings of the Future), which offered glimpses of a future world, including concepts such as personal wireless communication devices, novel modes of transport, the cosmos, and numerous other subjects. The cards were meant to be collected in an album and the  cards were numbered as Echte Wagner Margarine Album (Genuine Wagner Margarine Album).

January 9th 2025

 

 
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