Rivoire & Carret Vermicelli and Macaroni In 1860, two co - Lot 386

Rivoire & Carret Vermicelli and Macaroni In 1860, two cousins from Lyon, Claudius Rivoire and Jean-Marie Carret, combined their names to create the first French pasta brand. They thus became the true inventors of modern French pasta. Previously sold in bulk at the grocery store, pasta was now offered in packages with a guaranteed net weight and under a brand name that was actively advertised. The packages were recognizable by their blue wrapping and three red stars, suggesting a mark of superior quality. Their pasta was not made from soft wheat but from durum wheat semolina: drying was no longer done in the open air but with hot air, resulting in a longer shelf life. In 1960, at the height of its production, the company produced 60 million kilograms of pasta per year. In 1968, in anticipation of the opening of the Common Market, and wanting to preempt the arrival of major European conglomerates such as the Italian Barilla or the German Birkel on French soil, the Carret family proposed a merger to the Cartier-Million family, owners of the Lustucru pasta brand. Thus, in 1968, a holding company was formed with two subsidiaries, Rivoire & Carret and Lustucru, each holding 58% and 42% of the shares, respectively, with the latter distributed among 32 family shareholders. The company was acquired by the Lustucru Group in 1971, and the Rivoire & Carret brand was discontinued in 2000. In late 2002, Pastacorp, a company founded by the Skalli family, acquired Lustucru’s dry pasta and semolina operations and, in 2012, took the risk of relaunching the Rivoire & Carret brand, which still enjoyed very strong brand recognition. / It was in 1860 that two cousins from Lyon, Claudius Rivoire and Jean-Marie Carret, combined their names to create the first French pasta brand. They became the true inventors of modern French pasta. Previously sold in bulk at grocery stores, the pasta was now offered in packages with a guaranteed net weight and under the name of a brand that was actively marketed. The packages were recognizable by their blue packaging and three red stars, suggesting a label of superior quality. The pasta is made not from soft wheat but from durum wheat semolina; it is no longer dried in the open air but with hot air, resulting in better preservation. In 1960, at the peak of its production, the company produced 60 million kilos of pasta per year. In 1968, in anticipation of the opening of the Common Market and seeking to preempt the entry of major European groups—such as the Italian Barilla or the German Birkel—into the French market, the Carret family proposed a merger with the Cartier-Millon family, owners of the Lustucru pasta brand. Thus, in 1968, a holding company was formed with two subsidiaries, Rivoire & Carret and Lustucru, each holding 58% and 42% of the shares, respectively, with the latter divided among 32 family shareholders. The company was acquired by the Lustucru group in 1971, and the Rivoire & Carret brand disappeared in 2000. At the end of 2002, Pastacorp, a company founded by the Skalli family, acquired Lustucru’s dry pasta and semolina operations and, in 2012, took the risk of relaunching the Rivoire & Carret brand, which still enjoyed a very strong reputation. Camis Paris Canvas-mounted poster / Vintage Poster on Linen B.E. B + Nice appearance & colors, tears, folds, and missing sections restored, water stains / Nice appearance & colors, restored tears, folds, and missing paper, water stains GASTRONOMY / GASTRONOMY 124 x 96 Lyon (Rhône) Printed circa 1900