smell the coffee
Coffee, Sex and Politics – Part 3 by Steve Sheppard
Like every good story, we’re about to bring the history of coffee to its current climax. Most of the 1800s was sleepy when it came to coffee: I think Gold Fever took over much of the world's focus. Aside from Jabez Burns bringing the drum roaster to the forefront of coffee roasting, it wasn’t until the 1900s that things start to buzz once again. In 1906, inventor George Washington creates the first mass-produced "instant coffee." During the height of its popularity in the 1970s, nearly a third of the roasted coffee imported into the United States was converted into an instant product, resulting in annual sales of more than 200 million pounds. In 1907 Theodore Roosevelt comments that this delightful coffee is "Good to the Last Drop," resulting in one of the most famous advertising campaigns in the history of coffee being launched. It still stands today for Maxwell House. Melitta Bentz, an innovative German housewife, invents the paper filter, designed for removing coffee grinds. In 1926 the prestigious Science Newsletter deems coffee "healthy" and many have since tried to prove otherwise. My guess is it’s the descendents of those who took a bath at the Tea Party in Boston (some people just can't let things go). By 1940 the U.S. is drinking 70% of the world coffee supply. When the
country is defending freedom during WWII, poor Italian baristas have to put up with the American soldiers stationed there constantly adding water to the espresso shots, thus a new drink is born: the Americano.
experience … with little success. In 2009 he announces the company's new "instant" coffee is as good as their specialty in-house product! (So why are you still charging $5 a latté, is my question.)
In 1982 a photocopier salesman from XEROX convinces Starbucks to hire him. Howard Schultz spends his first five years as director of Marketing trying to convince the owners to start serving lattés and cappuccinos in the stores along with their beans. In the 1990s Starbucks expands at a blistering pace, with one new store opening each day somewhere in the world. In 2008 however, Schultz returns to the company, trying to bring people back to the coffee house
In 2012 Canadians witness a small upstart coffee company in B.C. introduce a revolutionary method of coffee roasting called the "Roastaire." This advanced technology uses 80% less energy, with vastly reduced emissions. The Roastery Café is born as a result of this innovative technology. Perhaps there’s still hope that Canadians will find a way to preserve freshly roasted organic coffee in our communities and stop going to T.H. and McCafés? … Steve Out.
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