deep inroads there, to the extent that practically
all high and medium grade retailers feature package coffees, either
under their own brand name, or that of a coffee specialty house.

The prime requisite for success in any package coffee is the composition
of the blend. One of the leaders in the field, which we will call Y, is
said to be composed of Bogota, Bourbon Santos, and Mexican. In March,
1922, it was being sold at retail in New York for 42 cents. A competing
brand, which we will call Z, is said to be a blend of Bogota and Bourbon
Santos. It was being sold at retail in New York, at the same period for
the same price. Simultaneously, in the retail stores of a well known
chain system, a bulk blend composed of sixty percent Bourbon Santos and
forty percent Bogota was to be had loose for 29 cents.

The second important factor that contributes to package coffee success
is the container. It must be of such a character as will best preserve
the freshness--the flavor and the aroma of the coffee--until it reaches
the consumer.

Package coffee has not yet won universal favor. Some of the arguments
used against it are: that the price is generally higher than the same
grade in bulk; that it leads to price-cutting by stores that can afford
to sell it at about cost as a leader for other articles; that the margin
of profit is frequently too close for some retailers: that when the
market advances, some packers change their blends to keep down cost and
to maintain the advertised price; and that, when packed ground, there is
a rapid loss of flavor, aroma, and strength.

[Illustration: COAL ROASTING PLANT IN A NEW YORK FACTORY

THE ROASTED BEANS HAVE JUST BEEN DUMPED INTO THE COOLER BOX]

COFFEE-SELLING CHART

BY A.J. DANNEMILLER

Showing Prices to Be Obtained to Realize Certain Percents _on Sales_
of Roasted Coffee

_Cost Roasted_
_& Packed_ 10% 11% 12% 13% 14% 15% 16% 17%

4 4.44 4.50 4.55 4.61 4.67 4.72 4.77 4.82
4-1/2 5.00 5.06 5.12 5.18 5.24 5.30 5.36 5.43
5 5.55 5.62 5.68 5.75 5.82 5.89 5.96 6.03
5-1/2 6.11 6.18 6.25 6.33 6.41 6.49 6.57 6.65
6 6.67 6.74 6.81 6.89 6.97 7.06 7.15 7.24
6-1/2 7.23 7.31 7.38 7.47 7.55 7.84 7.74 7.84
7 7.78 7.87 7.95 8.05 8.15 8.25 8.35 8.45
7-1/2 8.34 8.43 8.52 8.62 8.72 8.83 8.93