A COFFEE CHRONOLOGY
_Giving dates and events of historical interest in legend, travel, literature, cultivation, plantation treatment, trading, and in the preparation and use of coffee from the earliest time to the present_
PREPARATION OF THE UNIVERSAL BEVERAGE
_The evolution of grinding and brewing methods--Coffee was first a food, then a wine, a medicine, a devotional refreshment, a confection, and finally a beverage--Brewing by boiling, infusion, percolation, and filtration--Coffee making in Europe in the nineteenth century--Early coffee making in the United States--Latest developments in better coffee making--Various aspects of scientific coffee brewing--Advice to coffee lovers on how to buy coffee, and how to make it in perfection_
WORLD’S COFFEE MANNERS AND CUSTOMS
_How coffee is roasted, prepared, and served in all the leading civilized countries--The Arabian coffee ceremony--The present-day coffee houses of Turkey--Twentieth-century improvements in Europe and the United States_
THE EVOLUTION OF COFFEE APPARATUS
_Showing the development of coffee-roasting, coffee-grinding, coffee-making, and coffee-serving devices from the earliest time to the present day--The original coffee grinder, the first coffee roaster, and the first coffee pot--The original French drip pot, the De Belloy percolator--Count Rumford's improvement--How the commercial coffee roaster was developed--The evolution of filtration devices--The old Carter "pull-out" roaster--Trade customs in New York and St. Louis in the sixties and seventies--The ...
COFFEE IN RELATION TO THE FINE ARTS
_How coffee and coffee drinking have been celebrated in painting, engraving, sculpture, caricature, lithography, and music--Epics, rhapsodies, and cantatas in praise of coffee--Beautiful specimens of the art of the potter and the silversmith as shown in the coffee service of various periods in the world's history--Some historical relics_
A HISTORY OF COFFEE IN LITERATURE
_The romance of coffee, and its influence on the discourse, poetry, history, drama, philosophic writing, and fiction of the seventeenth and eighteenth centuries and on the writers of today--Coffee quips and anecdotes_
SOME BIG MEN AND NOTABLE ACHIEVEMENTS
_B.G. Arnold, the first, and Hermann Sielcken, the last of the American "coffee kings"--John Arbuckle, the original package-coffee man--Jabez Burns, the man who revolutionized the roasted coffee business by his contributions as inventor, manufacturer, and writer--Coffee-trade booms and panics--Brazil's first valorization enterprise--War-time government control of coffee--The story of soluble coffee_
DEVELOPMENT OF THE GREEN AND ROASTED COFFEE BUSINESS IN THE UNITED STATES
_A brief history of the growth of coffee trading–Notable firms and
personalities that have played important parts in green coffee in
the principal coffee centers–Green coffee trade
organizations–Growth of the wholesale coffee-roasting trade, and
names of those who have made history in it–The National Coffee
Roasters Association–Statistics of distribution of coffee-roasting
establishments in the United States_
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_
A SHORT HISTORY OF COFFEE ADVERTISING
_Early coffee advertising–The first coffee advertisement in 1587
was frank propaganda for the legitimate use of coffee–The first
printed advertisement in English–The first newspaper
advertisement–Early advertisements in colonial America–Evolution
of advertising–Package coffee advertising–Advertising to the
trade–Advertising by means of newspapers, magazines, billboards,
electric signs, motion pictures, demonstrations, and by
samples–Advertising for retailers–Advertising by government
propaganda–The Joint Coffee Trade publicity campaign in the United
States–Coffee advertising efficiency_
RETAIL MERCHANDISING OF ROASTED COFFEE
_How coffees are sold at retail–The place of the grocer, the tea
and coffee dealer, the chain store, and the wagon-route distributer
in the scheme of distribution–Starting in the retail coffee
business–Small roasters for retail dealers–Model coffee
departments–Creating a coffee trade–Meeting
competition–Splitting nickels–Figuring costs and profits–A
credit policy for retailers–Premiums_
WHOLESALE MERCHANDISING OF COFFEE
_How coffees are sold at wholesale–The wholesale salesman’s place
in merchandising–Some coffee costs analyzed–Handy coffee-selling
chart–Terms and credits–About package coffees–Various types of
coffee containers–Coffee package labels–Coffee package
economies–Practical grocer helps–Coffee sampling–Premium method
of sales promotion_
FACTORY PREPARATION OF ROASTED COFFEE
_Coffee roasting as a business–Wholesale coffee-roasting
machinery–Separating, milling, and mixing or blending green
coffee, and roasting by coal, coke, gas, and electricity–Facts
about coffee roasting–Cost of roasting–Green-coffee shrinkage
table–”Dry” and “wet” roasts–On roasting coffee efficiently–A
typical coal roaster–Cooling and stoning–Finishing or
glazing–Blending roasted coffees–Blends for restaurants–Grinding
and packaging–Coffee additions and fillers–Treated coffees, and
dry extracts_
GREEN AND ROASTED COFFEE CHARACTERISTICS
_The trade values, bean characteristics, and cup merits of the
leading coffees of commerce, with a “Complete Reference Table of
the Principal Kinds of Coffee Grown in the World”–Appearance,
aroma, and flavor in cup-testing–How experts test coffee–A
typical sample-roasting and cup-testing outfit_