THE MID-WAR PERIOD

The guide of Sibiu’s industries, elaborated by Hans Kaiss, the manager in that period of the Chamber of Commerce and Industry Sibiu, first mentions the factory „Theil Co. A.G. Salami and Selchwarenfabrik” in the chapter „The Meat Industry”, having its location on Street Heidengasse 6b. The factory was founded in 1922 by Josef Theil. With much deftness and sternness, Theil manages to win the acknowledgement in the field, his company becoming in a short period of time a well-known and appreciated name. The modern technologies for that time, the preparation of some goods of the best quality and a good sale of the products on a market that was becoming wider and wider, are the aspects which determined the affirmation of his name.

The Theil factory participated almost every year to prestigious manifestations that highlighted this name. In 1929, during 13-16th of June the factory was present at the industrial exhibition organized by The Chamber of Commerce and Industry Sibiu. The exhibition was visited by delegacies from abroad, representatives from 60 states. The food industry is represented mainly by Josef Theil, The Factory of salami and sausages, „with a great quantity of salami, cans, fresh products etc., presented in two great pyramids in a box tastefully arranged, serving at the same time the visitors with the produced dainties”.

The upward course of the activity of the firm continues. The selling of the products of the factory from Sibiu grows to such an extent that in every big city from the country there existed a local representative. The distribution of the products is generally achieved through own vehicles. The capacity of the factory reached at that time 20 salami trucks/waggons per year, to which we add a series of other products. Even if the main variety is the salami, the factory’s offer also includes a series of sausages, specialities, canned meat (ham, liver, paté, gulash, canned sausages). The own shop from Sibiu was located on the Burgergasse 11.

The press of the mid-war period, the economic and comercial gazettes provide us images which can rebuild the peculiarity of the local economic life. Theil’s factory is always in the public’s attention through praising articles, advertisments and the noticeable participation at the speciality fairs. Among the exponents, J. Theil & Co. presents to the consumers the veritable salami of Sibiu, sausages and canned meat (Reclama Sibiului, 29 iulie 1934, p.1-The Publicity of Sibiu, 29th of July 1934, page 1)

One year later, the same periodical praises the compamy for its achievements: „Commercial Progress-The well known factory of salami and sausages J. Theil& Co from Sibiu, which through its superior products and of a matchless quality brings honour to our city throughout the country and abroad, opened during December a big shop for the selling of its products in Sibiu, King Ferdinand Square 14. The way the new shop is being arranged, guarantees us that the consumers from Sibiu will be completely satisfied by the prices. The premises is luminous, having a very large shopwindow. The counter is fitted with shopwindow props where the goods are well fetched out and kept away from every touching of the consumers. The upper part of the counter is covered by marble plates, and the surrounding walls with crockery plates. The planking is also very nice. This shop is welcome and we can assure the consumers from Sibiu that they will find in Theil’s shop the best source of supply for sausages, salami and fancy foods. Under these favourable circumstances the Comercial City of Sibiu registered a new progress, although the times are quite critical.

Praise and honour to the J Theil & Co. factory from us.” (Reclama Sibiului, nr. 1/1935, p.7, 1st of January). 

   What is interesting about the Theil factory is its power of preserving its standards and capacities, precisely in a period in which the entire world was hardly recovering after the great financial crisis. In spite of all the difficulties generated by a world crisis of raw materials, the Theil factory was continuing its activity, its presence on the market being permanently appreciated. Between 20th of July-11th of August 1935 the third edition of the Sample Fair takes place in Sibiu. It was organized by the Chamber of Commerce and Industry of the city.

      Valeriu Bozdoc, the manager of the Fair presents the three main production categories: textile, metallurgy and alimentary industry. Among the participants the presence of the J. Theil & Co S.A. plant is very appreciated: „the well-known salami factory Theil & Co presents the superior veritable salami of Sibiu, hams, sausages and frankfurters. The visitors willing to buy products of quality, don’t leave without tasting the Theil factory’s products, as they are superior ”. The press redactor is the same opinion and confirms the qualities of the delicious salami of the Theil factory. (Reclama Sibiului, year 2, nr. 19, 3rd of August 1935, p.7)