marvelous coffee package, one of the most ingenious in all nature—How coffee is harvested—Picking—Preparation by the dry and the wet methods—Pulping—Fermentation and washing—Drying—Hulling, or peeling, and polishing—Sizing, or grading—Preparation methods of different countries Page 245

CHAPTER XXII

The Production and Consumption of Coffee

A statistical study of world production of coffee by countries—Per capita figures of the leading consuming countries—Coffee-consumption figures compared with tea-consumption figures in the United States and the United Kingdom—Three centuries of coffee trading—Coffee drinking in the United States, past and present—Reviewing the 1921 trade in the United States Page 273

CHAPTER XXIII

How Green Coffees Are Bought and Sold

Buying coffee in the producing countries—Transporting coffee to the consuming markets—Some record coffee cargoes shipped to the United States—Transport over seas—Java coffee "ex-sailing vessels"—Handling coffee at New York, New Orleans, and San Francisco—The coffee exchanges of Europe and the United States—Commission men and brokers—Trade and exchange contracts for delivery—Important rulings affecting coffee trading—Some well-known green coffee marks 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—Advertising for retailers—Advertising by government propaganda—The Joint Coffee Trade publicity campaign in the United States—Coffee advertising efficiency Page 431

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—Chronological record of the most important events in the history of the trade from the eighteenth century to the twentieth Page 467

CHAPTER XXX

Development of the Green and Roasted Coffee Business in the United States

A brief history of the growth of coffee trading—Notable firms and personalities that have played important parts in green coffee in the principal coffee centers—Green coffee trade organizations—Growth of the wholesale coffee-roasting trade, and names of those who have made history in it—The National Coffee Roasters Association—Statistics of distribution of coffee-roasting establishments in the United States Page 475

CHAPTER XXXI

Some Big Men and Notable Achievements

B.G. Arnold, the first, and Hermann Sielcken, the last of the American "coffee kings"—John Arbuckle, the original package-coffee man—Jabez Burns, the man who revolutionized the roasted-coffee business by his contributions as inventor, manufacturer, and writer—Coffee trade booms and panics—Brazil's first valorization enterprise—War-time government control of coffee—The story of soluble coffee Page 517