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SUPER RARE STORE ADVERTISING & MERCHANDISE DISPLAY
ANTIQUE, CIRCA 1918
THE EARLY DAYS OF THE NATIONAL BISCUIT COMPANY (N.B.C.) - later known as NABISCO
WALL MOUNTED RACK
BOTTOM MARQUEE FEATURES BLACK PRINT ON AN AGED BRASS METAL STRIP. THE TEXT READS:
NATIONAL BISCUIT COMPANY
The early N.B.C. Logo flanks the main name on both sides (left and right) with green squares each housing a circle, which in turn compartmentalizes the letters N, B, and C along with the trademark Nabisco “tv antenna” insignia. More information below on how the logos were used to date this rack.
This is an all-original, all-metal wired NATIONAL BISCUIT COMPANY (N.B.C.) display rack. It would have been used in stores to hold and feature early 1900s Nabisco products, such as Saltine Soda Crackers, Barnum Animal Crackers, Fig Newtons, Oreo Cookies, Vanilla Wafers (later changed to Nilla Wafers), etc.
From its founding in 1898, the National Biscuit Company quickly rose to become the largest of the big branded food companies. By the 1920s the company was far larger than such well-known companies as HJ Heinz, Campbell Soup, Kellogg, Hershey, and Wrigley. Few companies did more to innovate in the modern mass marketing of groceries than “N.B.C.” with its famous logo and triangle. This logo can be used to date the display rack. Most all N.B.C. Logos were red triangles with white designs and lettering. This is not the case for either logo marked on the marquee at bottom. Both left and right logos are green boxes with gold-toned designs and lettering. This is a truly unique and very upscale quality, in and of itself. The logo itself is composed of the three initials that make up NATIONAL BISCUIT COMPANY, namely N, B, and C. They are arranged in a circle - the N and B on top and the C at bottom, with Nabisco’s famous tv-antenna symbol intersecting them. At the bottom of each green box, in the same gold coloring, is the word “TRADEMARK”. This layout and lettering can be specifically traced to the 1918 to 1923 period in the history of the National Biscuit Company. Please see the photos for a visual on both the rack’s logos and the identification timeline for Nabisco logos.
This very hard-to-find store display rack contains 3 shelves. The first (lowest) shelf starts at the top of the bottom marquee and has the least amount of headroom. There is metal wire backing, but the sides are open. The 2nd (middle) shelf has decent height and also possesses wide open sides. It has metal wire backing approximately 3/4 of the way up, followed by a narrow horizontal opening and topped with the metal wall mounting strip. The third (topmost) shelf has open sides and an open back. The wire frame extends up slightly on each side before squaring off. Approximate measurements for the overall unit and it’s individual shelves are documented below.
APPROXIMATE DIMENSIONS:
Height of Full Rack and Tallest Point: ~21”
Width of Full Rack at Widest Point: ~14.25”
Depth of Full Rack at Deepest Point: ~8.5” (however, with the currently distended right back wire, the depth expands to ~10”)
Bottom Marquee Plaque: ~13.75” L x ~1 5/8” H
Top Mounting Plaque: ~13.75” L x 1 5/8” H
Bottom Side Bracing (the 2 “triangle” brackets underneath the 1st shelf which hold the marquee between them): ~4” Tall at highest point x ~8.5 inches deep
1st (Bottom-Most) Shelf: ~14” L x 8” D x 3.5” H (at highest point, which coincides with where the middle shelf dips downward at center, depleting some of the original height)
2nd (Middle) Shelf: 14” L x 8” D x 9” H (at the lowest point, which coincides with where the middle shelf holds its shape on the two outside edges, as versus the center where the middle shelf curves downwards, thereby elongating some of the original height between shelves 2 and 3)
3rd (Top-Most) Shelf: 14” L x 8” D x 4.25” H (to the topmost point of the open side wall frame)
CONDITION: The rack is in good, well-used condition. The unit is 99% intact, structurally sound, and stable. It is fit to be mounted on a wall and loaded with light items - i.e. Nabisco packaged food! This is exactly how I have displayed and used the rack for the last two decades or so. It hung on my kitchen wall and held Barnum’s animal cracker boxes, Oreo cookie individual packets, Fig Newton individual packs, etc. The bottom marquee is nothing short of beautiful despite showing age-related wear and tear. The gold metal background is scratched, scuffed, nicked, chipped, discolored, stained, and overall looks like it’s over 100 years old and been touched by many hands - because it is and it has. The black lettering is 99% intact and 100% legible (the %’s are my best guess). The green logo boxes with gold writing and graphic designs are pretty much intact - all letters and graphics are visible and legible - however, both the green and gold coloring is dramatically faded. A bright light reveals the details, but they are not clear or strong enough to jump out on their own. Still, they are in place and viewable with the right lighting and, even better, the appropriate magnification for your eyes. The upper strip of metal, by which the rack is affixed to the wall, is in similar condition to the bottom marquee strip, however the mounting strip has accumulated a moderate amount of rust on its backside (unlike the marquee, which has a very minor degree of rust accumulation on its backside). In general, the metal wire has some scattered, light rust and overall discoloration. For me, that adds to the beauty of the piece. Anyone can have new metal…but old metal from a 100+-year-old store display rack - not everybody can have that. Pretty consistently, the metal wiring is bent, contorted, warped, and otherwise dis-configured. For the most part, does not impair the functionality of the shelves. I did find that some boxes/packages would lean or tilt because of the metal being out of wack in numerous places. I actually employed museum wax to secure some of the Nabisco food boxes and packages. Museum wax is innocuous - doesn’t harm the outer food packaging or the metal and is removable. The technique worked great. However, while the museum wax has been all removed, it does leave behind a slight stickiness. This, too, is removable and will clean completely off with a little more wiping. Quite a few of the metal hooks, designed to lock the wire shelves into place, do not make full contact with their metal rod counterparts. Enough do connect so as to make the shelves workable, but there are certainly plenty that fall short. The wire bands that wrap down either side of the back from the top sides (left and right) are distorted and misshapen - one much more than the other. Several wires have come un-affixed from their supports and, while they are still in their rightful place, they are not secured down. For example, if facing the front of the rack, the right, front, topmost horizontal sidebar is detached from the vertical wire. Likewise, on the wire backing the middle shelf, the leftmost (if facing the front of the rack) top vertical wire has come undone from the horizontal bar. It is important to note that, in spite of the damages, the rack is completely functional so long as you use it for what it was intended - light food packages, or an equivalent item. Also, I have made no attempts to fix any of the issues mentioned above. The rack is in raw, original condition. It is up to you to decide what repairs, if any, should be instituted. Certainly, wire can be reshaped and reformed and reconnected. This wire is malleable enough to do so. That said, I have intentionally chosen to leave it untouched. For me, part of the beauty of the piece is the story. An item in perfect condition does not make for a good story. An item that has been well used - though not abused - in American life, in American stores, in the American experience - that makes for the best kind of story and the most interesting of artifacts to collect, own, and use. The idea that this rack held some of my favorite foods is an added bonus, and one of the many reasons I enjoyed having it (and it’s contents) in my kitchen for over 2 decades. When it comes to early, authentic American store displays, this rack takes the cake (but only if the cake was baked by Nabisco). Undoubtably, it’s getting harder to find these pieces. The opportunity is yours, here and now. Please reference the photos, as they are considered part and parcel of this description. Notes from Seller:
STORAGE & PRESERVATION: A STRONG BEGINNING. All items are stored in a smoke and substance free, exceptionally clean home. I am extremely conscientious about protecting and preserving items while they wait for a buyer. All items are appropriately wrapped and held in a safe space. You are getting an item that has been well cared for during its time on eBay.
PACKAGING FOR SAFE TRANSIT: THE JOURNEY MATTERS. Very simply, it is my job to make sure that whatever you have purchased gets to you safely. I take the packaging process very seriously. Never have any of my shipments incurred damage in transit.
PHOTOS AND QUESTIONS: HELP ME TO HELP YOU. Photos are considered part of every description. I try to show all details in the photos. Please review them carefully. Please also know that I have made every effort to provide an accurate representation of the products for sale in my store, from the Specifics to the Description to the Photos. However, depending on the type of device you use to access eBay, along with your device settings and configuration, your screen may not reflect the product's true colors or appearance. Please adjust your expectations to account for such variations. When shopping online, dealing with discrepancies is the nature of the beast. That said, please do not hesitate to ask questions prior to buying. I want you to be happy with your purchase. If you have any concerns or need specific clarifications, please contact me via the Ask Seller A Question link, and I will respond as soon as possible.
POSITIVE FEEDBACK: THE PERFECT ENDING. I value my solid Ebay reputation and I am sure that you do also. When you receive your item, if you are happy with your purchase, please leave positive feedback. At that point, I will know the item arrived in stellar condition and that you are satisfied, and then I will also leave you positive feedback. If, for any reason, you are unhappy, please contact me BEFORE leaving neutral or negative feedback and I will work with you to resolve the matter. While I do not accept returns (in general, all purchases are considered final at the time of sale; I do not offer refunds or exchanges for change of mind, incorrect sizing, or buyer's remorse), I will make it my mission to carefully consider what else can be done to make sure you are a satisfied customer.
In advance, thank you very much for entrusting me with your purchase.
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