Page 303

CHAPTER XXIV

GREEN AND ROASTED COFFEE CHARACTERISTICS

The trade values, bean characteristics, and cup merits of the leading
coffees of commerce, with a "Complete Reference Table of the Principal
Kinds of Coffee Grown in the World"--Appearance, aroma, and flavor in
cup-testing--How experts test coffee--A typical sample-roasting and
cup-testing outfit Page 341

CHAPTER XXV

FACTORY PREPARATION OF ROASTED COFFEE

Coffee roasting as a business--Wholesale coffee-roasting
machinery--Separating, milling, and mixing or blending green coffee, and
roasting by coal, coke, gas, and electricity--Facts about coffee
roasting--Cost of roasting--Green-coffee shrinkage table--"Dry" and
"wet" roasts--On roasting coffee efficiently--A typical coal
roaster--Cooling and stoning--Finishing or glazing--Blending roasted
coffees--Blends for restaurants--Grinding and packaging--Coffee
additions and fillers--Treated coffees, and dry extracts Page 379

CHAPTER XXVI

WHOLESALE MERCHANDISING OF COFFEE

How coffees are sold at wholesale--The wholesale salesman's place in
merchandising--Some coffee costs analyzed--Handy coffee-selling
chart--Terms and credits--About package coffees--Various types of coffee
containers--Coffee package labels--Coffee package economies--Practical
grocer helps--Coffee sampling--Premium method of sales promotion
Page 407

CHAPTER XXVII

RETAIL MERCHANDISING OF ROASTED COFFEE

How coffees are sold at retail--The place of the grocer, the tea and
coffee dealer, the chain store, and the wagon-route distributer in the
scheme of distribution--Starting in the retail coffee business--Small
roasters for retail dealers--Model coffee departments--Creating a coffee
trade--Meeting competition--Splitting nickels--Figuring costs and
profits--A credit policy for retailers--Premiums Page 415

CHAPTER XXVIII

A SHORT HISTORY OF COFFEE ADVERTISING

Early coffee advertising--The first coffee advertisement in 1587 was
frank propaganda for the legitimate use of coffee--The first printed
advertisement in English--The first newspaper advertisement--Early
advertisements in colonial America--Evolution of advertising--Package
coffee advertising--Advertising to the trade--Advertising by means of
newspapers, magazines, billboards, electric signs, motion pictures,
demonstrations, and by samples-