Why are they called Tita, Rhodesia, Jorgito and DRF?

The Jorgito that gave birth to the alfajores brand was actually the son of the owner of a small factory that produced biscuits and alfajores for bakeries. At the end of the 50's, the plant was acquired by Fernández and Saavedra, who rather than choosing a new name decided to preserve the brand and relaunch the alfajor aiming to insert the product in the kiosks of the schools

In times when marketing was an unknown word for Argentine businessmen, the choice of a brand was a completely intuitive process, in which the decisions were taken by an owner who never crossed his mind the idea of ​​hiring a third to help him to define which was the most convenient name according to the targetal he was aiming for. This handmade character, however, was not an obstacle for alfajores brands, cookies or sweets that were born to conquer the Argentine children of 50 or 60 years ago today continue in force and resist without problems the invasion of multinational products.

The fight is not for a smaller market. In Argentina, 900 million alfajores are consumed annually -which means that every Argentine consumes an average of 20 alfajores a year-, with a turnover of more than $ 8,000 million per year.

The Tita wafer was created by Edelmiro Carlos Rhodesia in 1949 and baptized in honor of Lidia Martínez de Terrabusi, a widow who a few years before had become his wife. Ten years later, with Rhodesia already deceased, Lidia Martínez decided to sell the company to a cousin of her ex-husband, José Félix Terrabusi, who in the 70s launched the Rhodesia wafer in tribute to the creator of Tita. Edelmiro Rhodesia and Lidia Martínez, in addition, had a single daughter, Melba, who was also the chosen name to create her chocolate chip line.

The name of the founder is also behind other goodies. DRF was born 101 years ago by the entrepreneur Darío Rodríguez de la Fuente, who chose the acronyms of his first and last name to baptize mint pills. The Ópera biscuits date back to the same period, and were born together with the Teatro Colón, inaugurated in 1908, and from there they took their musical name.