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20 December 2021

CêlaVíta partner of Van Gogh Museum

The Van Gogh Museum and CêlaVíta are teaming up to inspire and connect ‘a new generation of potato eaters’. The partnership kicked off in late September 2021 with a new exhibition: ‘The Potato Eaters, Mistake or Masterpiece?’. The activities  in this collaborative project focus on underlining the importance of preserving the Dutch cultural heritage for current and future generations. Now, some very special consumer packaging has been created to celebrate this amazing partnership.

Lithographed and printed like a masterpiece

Consumers can now enjoy Vincent van Gogh’s painting on CêlaVíta’s packaging for Grandma’s fresh potatoes. Volkers was asked to lithograph the design to do full justice to Van Gogh’s showpiece. We are also making the plates to print the packaging, as we want to do our utmost to ensure that the art on the packaging truly does justice to the original.  

The result is very exceptional packaging for consumers showing the famous painting ‘The Potato Eaters’ in all its glory. A masterpiece on the shelf.  

More information is available at https://www.vangoghmuseum.nl/nl and www.celavita.nl

*Lithograph of ‘The Potato Eaters’ that Vincent van Gogh used to promote his painting of ‘The Potato Eaters’. Vincent van Gogh, ‘The Potato Eaters’, April 1885, lithograph on paper, 26.5 x 32 cm, Van Gogh Museum Amsterdam (Vincent van Gogh Foundation)

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