for the right thing in
coffee advertising.

The Yuban case has been so largely dwelt upon here because it sets so
bright and shining an example. Much that is praiseworthy in it and more
along the same lines is true of White House, Hotel Astor, and Seal
Brand; but the copy shown will illustrate this better than any comment.

[Illustration: EUROPEAN ADVERTISING NOVELTY IN NEW YORK

The absence of visible wheels aroused much curiosity in this slow-moving
vehicle]

[Illustration: COENTIES SLIP, NEW YORK, IN THE DAYS OF SAILING VESSELS

Many coffee ships from the West Indies, Arabia and the Dutch East Indies
unloaded their cargoes here--From a copper-plate etching by F. Lee
Hunter]

CHAPTER XXIX

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_

It appears from the best evidence obtainable that the coffee trade of
the United States was started by a woman, one Dorothy Jones of Boston.
At least, Dorothy Jones was the first person in the colonies to whom a
license was issued, in 1670, to sell coffee. It is not clear whether she
sold the product in the green bean, roasted, "garbled" (ground), or
"ungarbled".

Soon after the introduction of the coffee drink into the New England,
New York, and Pennsylvania colonies, trading began in the raw product.
William Penn bought his green coffee supplies in the New York market in
1683, paying for them at the rate of $4.68 a pound. Benjamin Franklin
engaged in the retail coffee business in Philadelphia, in 1740, as a
kind of side line to his printing business.

"Tea, coffee, indigo, nutmegs, sugar etc." were being advertised for
sale in 1748 at a shop in Boston, "under the vendue-room in
Dock-Square." Coffee was also to be had in that year at the shop of
Ebenezer Lowell in King Street, and at the Sign of the Four Sugar Loaves
near the head of Long Wharf.

During the sway of the coffee houses, coffee fell from $4.68 a pound to
40 cents a pound in 1750, and to 22 cents a pound just before the
Revolut