Rica also gave special encouragement to coffee-trade interests
that offered to expand the United States market for Costa Rica coffee
during the World War.

For many years Colombia has been talking of making propaganda here for
its coffee, but thus far nothing of a constructive character has been
done.

Sao Paulo began in 1908 to make propaganda for its coffee by subsidizing
companies and individuals in consuming countries to promote consumption
of the Brazil product. A contract was entered into between the state of
Sao Paulo and the coffee firms of E. Johnston & Company and Joseph
Travers & Son, of London, to exploit Brazil coffee in the United
Kingdom. Similar contracts were made with coffee firms in other European
countries, notably in Italy and France. The subsidies were for five
years and took the form of cash and coffee. The English company was
known as the "State of Sao Paulo (Brazil) Pure Coffee Company, Ltd."
Fifty thousand pounds sterling was granted this enterprise, which
roasted and packed a brand known as "Fazenda;" promoted demonstrations
at grocers' expositions; and advertised in somewhat limited fashion. The
general effect upon the consumption of coffee in England was negligible,
however, although at one time some five thousand grocers were said to
have stocked the Fazenda brand. A feature of this propaganda was the use
of the Tricolator (an American device since better known in the United
States) to insure correct making of the beverage, Brazil also made
propaganda for its coffee in Japan, in 1915, as part of certain
undertakings involving the immigration of Japanese laborers to Brazil.

The Comite Francais du Cafe was formed in Paris in July, 1921, to
co-operate with Brazil in an enterprise designed to increase the
consumption of coffee in France.

The chief fault in most of the coffee propagandas here and abroad has
been the doubtful practise of subsidizing particular coffee concerns
instead of spending the funds in a manner designed to distribute the
benefits among the trade as a whole. This mistake, and local politics in
the producing countries, have made for ultimate failure. A notable
exception is the latest propaganda for Brazil coffee in the United
States, where all the various interests, the the Sao Paulo government,
the growers, exporters, importers, roasters, jobbers, and dealers, have
co-operated in a plan of campaign to advertise coffee _per se_, and not
to secure special privilege to an