th
patented opening and closing device. 10--Wrapped paper package. 11--Tin
can with slip cover. 12--All-fiber can with slip cover. 13--Tin can with
slip cover. 14--Lithographed tin can with friction cover. 15, 16--Tin
cans with slip covers. 17--Squat tin can. 18--Napa-can. 19, 20,
21--Vacuum tin cans.]

The advantages claimed for these packages are that each is well
proportioned and makes a good selling appearance; each bears a direct
relation to the other two; and all may be handled with uniformly good
results on the same set of standardized packaging machinery. One size of
shipping case, instead of three, may be used to hold exactly the same
number of pounds of coffee, regardless of whether shipped in one-pound,
half-pound, or quarter-pound cartons. For smaller dealer assortments,
any two, or all three sizes also exactly fit the following standard
shipping cases:

For 36 lbs., 13-7/8" by 16-1/2" by 12-3/4" high
For 54 lbs., 13-7/8" by 16-1/2" by 19-1/8" high

This standardization of packages and shipping containers results in a
lower cost of containers and a smaller stock to carry, with attendant
reductions in details in purchasing and billing departments, in
inventories, and in many other overhead expense factors.

_Practical Grocer Helps_

Wholesale coffee merchandising does not properly end with the delivery
of a shipment of coffee to a retailer. The progressive wholesaler knows
that it is to his best interest to help that grocer sell his coffee as
quickly as possible; to make a good profit on a quick turn-over; and to
dispose of it before the coffee has deteriorated.

Practical co-operation between wholesaler and retailer is one of the
most important factors in coffee merchandising. In these days of keen
and unremitting competition, neither agency can stand alone for long.
The progressive wholesaler does not sell a retailer a poorer quality of
coffee for any particular grade than his trade calls for, and he does
not load him up with more than can be disposed of while still fresh. He
gauges the capacity and facilities of each retail customer, and then
gives him practical help to keep the stock moving.

The packer of branded coffees helps by advertising to the consumer in
magazines and newspapers, always featuring the name of his brands; and
he supplies the grocer with educational pamphlets and booklets on the
growing, preparation, and merits of coffee in general, with an added
fillip about the desirabili