Vintage Livarot Pays d'Auge Fontaine Valéry cheese label

AFW - Antique France Worldwide

Description

This old cheese label depicts a Livarot production, an emblematic cheese from the Pays d'Auge region. Round in shape, it features colorful graphics typical of the mid-20th century, with an illustrated scene of the "La Planchette" dairy, surrounded by a garden and buildings with traditional Norman architecture. The color palette highlights vivid tones: red, blue, green, and yellow. Three gold medals, reproduced at the top of the label, recall the distinctions obtained by the dairy in competitions in Paris and Crécy-en-P. (medals 1926, 1954, 1955, 1958). The inscription "40% MAT. GR." is clearly visible in the center, indicating the fat content of the cheese.

The red border of the label bears the following inscriptions in white lettering: "LIVAROT FABRIQUÉ DANS LE PAYS D’AUGE • FONTAINE VALÉRY, LIVAROT (CALVADOS)". In the lower part, there is the indication "FROMAGERIE DE LA PLANCHETTE". The whole is printed with great clarity, highlighting the architectural and landscape details, as well as the period typographical elements.

The printing is done on a thin cardboard support, with a smooth and slightly satiny appearance, typical of industrial cheese labels of the 20th century. The graphics and composition bear witness to an old advertising style, with attention paid to decorative elements and the enhancement of local produce.

The visible side shows no major gaps or apparent tears. The colors remain vibrant, although very slight signs of wear related to age are visible, mainly on the perimeter. The label is photographed flat on a wooden background, which highlights its shape and state of preservation.

Legible inscriptions include: • "LIVAROT FABRIQUÉ DANS LE PAYS D’AUGE" • "FONTAINE VALÉRY, LIVAROT (CALVADOS)" • "FROMAGERIE DE LA PLANCHETTE" • "40% MAT. GR." • "MÉDAILLES D’OR, PARIS 1935, 1954, 1955, 1958, CRÉCY-EN-P. 1926" • "OZANNE & CᵢE CAEN" (printer)

Condition

Second-hand item in very good overall condition for its age, with minimal signs of wear. Sold as is.

Did you know? Livarot is one of the oldest cheeses in Normandy, benefiting from an AOP since 1975. Illustrated cheese labels, used from the late 19th century, served to distinguish each producer and to highlight the medals obtained in agricultural competitions, becoming true advertising media and collector's items.

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