All About Coffee by William H. Ukers (best new books to read .TXT) đź“•
CHAPTER II
HISTORY OF COFFEE PROPAGATION
A brief account of the cultivation of the coffee plant in the Old World, and of its introduction into the New--A romantic coffee adventure Page 5
CHAPTER III
EARLY HISTORY OF COFFEE DRINKING
Coffee in the Near East in the early centuries--Stories of its origin--Discovery by physicians and adoption by the Church--Its spread through Arabia, Persia, and Turkey--Persecutions and Intolerances--Early coffee manners and customs Page 11
CHAPTER IV
INTRODUCTION OF COFFEE INTO WESTERN EUROPE
When the three great temperance beverages, cocoa, tea, and coffee, came to Europe--Coffee first mentioned by Rauwolf in 1582--Early days of coffee in Italy--How Pope Clement VIII baptized it and made it a truly Christian beverage--The first Europe
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One does not see in a Yuban advertisement any reference to the "removal of caffein", or to Yuban's "freedom from defects common to other coffees." There is no reference to the ill effects of drinking ordinary coffee. Yuban wastes no valuable space in unselling coffee. Instead, the whole intent, effectively carried out, is to paint an enticing picture by descriptive phraseology, typographic "manner", and illustrative treatment.
Until Yuban came, those of us in the coffee trade who had given the matter thought had often wondered why, with the wealth of material available to writers of coffee advertisements, so little had been done to make the product alluring—why so little had been done to give atmosphere to the product. So many interesting things may be said about the history of coffee; the spread of the industry through various countries; how Brazil came to be the coffee-producing country of the world; how coffee is cultivated, harvested, and shipped; how it is stored, roasted, handled, delivered—in short, the entire process by which coffee reaches the breakfast table from the plantations of the tropics. Yuban made effective use of this material.
Simply to tell these things in an interesting, natural, convincing way makes coffee appear as a healthful, delicious drink; whereas the negative, defensive sort of advertising, that plays into the hands of the substitutes, puts coffee in the wrong light.
ATTENTION-ATTRACTING CAR CARDS, SPRING OF 1922 ATTENTION-ATTRACTING CAR CARDS, SPRING OF 1922
Effective Iced-Coffee Copy—Adaptable for Any Brand Effective Iced-Coffee Copy—Adaptable for Any Brand
When one reads Yuban advertisements, they are seen to be an entirely acceptable and appropriate presentation of coffee merit and thoroughly in accord with the principles of good advertising, as exemplified in all other lines of trade. The wonder grows why so many coffee advertisers have been content to remain in the defensive, controversial position into which the alarmist coffee-substitute advertising has jockeyed them.
The Yuban advertisements are not without their faults; errors of historical facts can be found in them; definitions are sometimes mixed; some of the drawings might be better; but, in the main, the copy is convincing and praiseworthy.
In Yuban advertisements the things that have been so long left undone have now been done in a masterful way. If we refer to the accompanying illustrations, we can see how effectively the public is being led to realize and believe in:
1. The intrinsic desirability of coffee—the actual pleasure to be derived from the act of partaking of it.
2. That it is delightful medium for social intercourse—part of the essential equipment for an intimate chat or more general assemblage of friends.
3. That its proper service is a badge of social distinction—the mark of a successful hostess.
These three thoughts, dominant in Yuban advertising, should be woven into the fabric of all coffee advertising. For with these three thoughts, Arbuckle Brothers have blazed the trail for the right thing in coffee advertising.
The Yuban case has been so largely dwelt upon here because it sets so bright and shining an example. Much that is praiseworthy in it and more along the same lines is true of White House, Hotel Astor, and Seal Brand; but the copy shown will illustrate this better than any comment.
The absence of visible wheels aroused much curiosity in this slow-moving vehicle
COENTIES SLIP, NEW YORK, IN THE DAYS OF SAILING VESSELS COENTIES SLIP, NEW YORK, IN THE DAYS OF SAILING VESSELS
Many coffee ships from the West Indies, Arabia and the Dutch East Indies unloaded their cargoes here—From a copper-plate etching by F. Lee Hunter Chapter XXIX THE COFFEE TRADE IN THE UNITED STATES
The coffee business started by Dorothy Jones of Boston—Some early sales—Taxes imposed by Congress in war and peace—The first coffee plantation-machine, coffee-roaster, coffee-grinder, and coffee-pot patents—Early trade marks for coffee—Beginnings of the coffee urn, the coffee container, and the soluble-coffee business—Statistics of distribution of coffee-roasting establishments in the trade from the eighteenth century to the twentieth
It appears from the best evidence obtainable that the coffee trade of the United States was started by a woman, one Dorothy Jones of Boston. At least, Dorothy Jones was the first person in the colonies to whom a license was issued, in 1670, to sell coffee. It is not clear whether she sold the product in the green bean, roasted, "garbled" (ground), or "ungarbled".
Soon after the introduction of the coffee drink into the New England, New York, and Pennsylvania colonies, trading began in the raw product. William Penn bought his green coffee supplies in the New York market in 1683, paying for them at the rate of $4.68 a pound. Benjamin Franklin engaged in the retail coffee business in Philadelphia, in 1740, as a kind of side line to his printing business.
"Tea, coffee, indigo, nutmegs, sugar etc." were being advertised for sale in 1748 at a shop in Boston, "under the vendue-room in Dock-Square." Coffee was also to be had in that year at the shop of Ebenezer Lowell in King Street, and at the Sign of the Four Sugar Loaves near the head of Long Wharf.
During the sway of the coffee houses, coffee fell from $4.68 a pound to 40 cents a pound in 1750, and to 22 cents a pound just before the Revolution. As the war came on, however, dealers began to force up prices on a dwindling market. The situation became so serious that in January, 1776, the Philadelphia Commission of Inspection issued a fair-price list, setting an arbitrary price of eleven pence per pound on coffee in bag lots. Persons found violating this price were to be "exposed to public view as sordid vultures preying on the vitals of the country."
Despite this threat, J. Peters in Bethlehem, Pennsylvania, wrote to a Philadelphia friend, "I cannot purchase any coffee without taking, too, one bill a tierce of Claret & Sour, and at ÂŁ6.8 per gall.... I have been trying day for day, & never could get a grain of Coffee so as to sell it at the limited price these six weeks. It may be bought, but at 25/ per lb."
The important part played by the coffee houses of colonial America, beginning with the establishment of the London coffee house in Boston, in 1689, the King's Arms in New York in 1696, and Ye coffee house in Philadelphia in 1700, has been related.
"Females" of ye olde Boston, staging in 1777 a "coffee party" which rivaled in a small way the famous Tea Party in 1773, personally chastised a profiteer hoarder of foodstuffs, and confiscated some of his stock, according to a letter from Abigail Adams to her distinguished husband, later second president of the United States.
Writing at Boston, under date of July 31, 1777, Abigail wrote to John, then attending the Continental Congress at Philadelphia:
There is a great scarcity of sugar and coffee, articles which the female part of the state is very loath to give up, especially whilst they consider the great scarcity occasioned by the merchants having secreted a large quantity. It is rumored that an eminent stingy merchant, who is a bachelor, had a hogshead of coffee in his store, which he refused to sell under 6 shillings per pound.
A number of females—some say a hundred, some say more—assembled with a cart and trunk, marched down to the warehouse, and demanded the keys.
Upon his finding no quarter, he delivered the keys, and they then opened the warehouse, hoisted out the coffee themselves, put it into a trunk, and drove off. A large concourse of men stood amazed, silent spectators of the whole transaction.
In 1783–84 the Congress of the United States considered the imposition of a duty on "seven classes of goods consumed by the rich or in general use; liquors, sugars, teas, coffees, cocoa, molasses and pepper; the tax to be determined by the yearly imports."
At that time there was being imported twelve times as much Bohea tea as of all others, but tea consumption was only one-twelfth pound per capita. Total tea imports were 325,000 pounds. "Low as was the importation of tea", says John Bach McMaster, "that of coffee was lower still by a third. Indeed, it was scarcely used outside of the great cities." The average annual coffee imports at that period were 200.000 pounds.
Governor Bowdoin of Massachusetts introduced chicory into the United States in 1785.
The first import duty, of two and one-half cents a pound, was levied on coffee by the United States in 1789. The principal sources of supply up to that time were the Dutch East Indies, Arabia, Haiti, and Jamaica; and most of the business was in the hands of Dutch and English traders.
What is thought to be the first wholesale coffee-roasting plant in America began operations at 4 Great Dock (now Pearl) Street, New York, early in 1790. In that same year the first American advertisement for coffee appeared in the New York Daily Advertiser. A second "coffee manufactory" started up at 232 Queen (also Pearl) Street, New York, late in 1790.
In the same year, 1790, the government increased the import duty on coffee to four cents a pound. In 1794 the tax was raised to five cents a pound.
In George Washington's household account book for 1793 appears an entry showing a purchase of coffee from Benjamin Dorsay, a Philadelphia grocer, for eight dollars. The quantity is not given.
About 1804 Captain Joseph Ropes in the ship Recovery, of Salem, Mass., brought from Mocha the first cargo of coffee and other East Indian produce in an American bottom.
The first cargo of Brazil coffee, consisting of 1,522 bags, was received at Salem, Mass., per ship Marquis de Someruelas in 1809. Brazil's total production that year was less than 30,000 bags; but by 1871 more than 2,000,000 bags were exported.
Java coffee could be bought on the Amsterdam market in 1810 for 42 to 46 cents. By 1812, there had been an advance to $1.08 per pound. Holland, not Brazil, ruled the world's coffee markets in those days.
When the war of 1812 made necessary more revenue, imports of coffee were taxed ten cents a pound. A war-time fever of speculation in tea and coffee followed, and by 1814 prices to the consumer had advanced to such an extent (coffee was 45 cents a pound) that the citizens of Philadelphia formed a non-consumption association, each member pledging himself "not to pay more than 25 cents a pound for coffee and not to consume tea that wasn't already in the country."
The coffee duty was reduced in 1816 to five cents a pound; in 1830, to two cents; in 1831, to one cent; and in 1832 coffee was placed on the free list. It remained there until 1861, when a duty of four cents a pound was again imposed as a war-revenue measure. This was increased to five cents in 1862. It was reduced to three cents in 1871; and the duty was repealed in 1872. Coffee has remained on the free list ever since.
The manufacture of machinery required in the coffee business began in the eighteenth century. The first coffee-grinder patent in the United States was issued to Thomas Bruff, Sr., in 1798. The first United States patent on an improvement on a roaster was issued to Peregrine Williamson of Baltimore in 1820. The first United States patent on a coffee-plantation machine, a coffee huller, was
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