ial rating on a credit applicant, but to
ascertain his general reputation and character; and to help to eliminate
the "dead beats" by giving careful attention to all requests received
from other retailers for credit information.

_Premiums for Retailers_

House-to-house dealers are the largest users of premiums among coffee
distributers. Most of them operate under what is known as the
advance-premium method.

The plan followed by house-to-house dealers until about 1910 was to
issue checks redeemable in premiums after a certain amount of tea,
coffee, or other products had been purchased. This practise has not been
entirely abandoned; but in most instances, the premium is now handed to
the consumer in advance of the initial purchase, in consideration of the
buyer's promise to use a stipulated quantity of tea, coffee, or other
merchandise. The driver of the wagon generally carries a portfolio
illustrating numerous premium items redeemable through the purchase of
varying amounts of merchandise.

Many retail coffee stores also employ premiums, using both the old-style
and "advance" methods. This type of store, however, is being supplanted
by the chain grocery store.

Some independent retail grocers use premiums to a limited extent. These
usually carry a small line of premiums, featuring a piece of
kitchenware, or other inexpensive item, with bulk coffee.

It is significant that one of the largest chain-store organizations in
the United States--the Great Atlantic & Pacific Tea Company--uses few
premiums today, although its business was founded on the premium idea.

[Illustration: AN AMERICANIZED ENGLISH GROCER'S SHOP

Ernest Carter's store at St. Albans, England, operated under the name of
Thomas Oakley & Co., has a distinctly American atmosphere, accounted for
by the fact that the fittings were supplied by an American manufacturer,
the Walker Bin Co., of Penn Yan, N.Y. The tea and coffee department is
shown in the foreground. The coffee is roasted in the window]

Trading stamps, which are sold to grocers and other merchants by firms
making a specialty of this form of premium-giving are little used
nowadays. The average retail grocer is antagonistic to trading stamps,
as a result of the methods of certain unscrupulous stamp-dealers.
Legislation against trading stamps is in effect in many states.

[Illustration: SOME PACKAGE COFFEES THAT ADVERTISING HAS MADE FAMOUS]

CHAPTER XXVIII

A SHORT HISTORY OF COF