The Wisconsin tobacco reporter. (Edgerton, Wis.) 1877-1950, 1900-02-23
First in the World.
We Lead the Nations in Drinking of
Coffee

(Offee.
We are the greatest coffee drinkers in
the world. In 1897 we used 636 100000
pounds of coffee. This was 100000
pounds more than was consumed by all
the combined countries In Europe. We
have increased our consumption of cof-
fee during the past year at the rate of
more than pound per person. and we
now use fully fifty pounds annually for
each person in the United States.
The amount spent for. this coff, 9 is
enormous. During the lat ten years we
have paid out $875,0C0,000, or SS7,OOlOOO
per annum for coffee alone The larger
part of this money has been paid to
Brazil. But it is safe to say there are
good reasons behind this enormous con
sumption Of coffee, and the revolution
which has taken place in the coffee trade
or the Unit d States in the last twenty
years is an e3cellent illustration of the
principle that Americans and Amer can
skill can bring prices to so low a point
that the greatest luxuries may be enjoyed
by the people OF this country at the
smallest cost. Thirty Years ago there
was not one ponnG of roasted cotfe sold
IN this country where now there are
forty.
In those days retail grocers bought
and sold coffee In its green state, and
each consumer roasted it for himself in
an iron pot, over an ordinary fire. Of
course II was impossible to obtain uni
form results from such crude methods
and from lack OF experience and stu
pldlty. tbs coffee was far less paIatable
but there was one great method, viz,
that the coffee was freshly roasted and
dld not have time to lose its aroma and
perfect strength by being exposed to the
air. This Is feature Of the coffee ques-
ZION 10 which too little attention has
been paid. Roasted coffee loses III uuap-
ilty and aroma from the very moment it
leaves the rooster. If it it can be kept
ID tightly closed receptacle this is
lar ely avoided, but it ought never to be
placed IN Il wooden Uox or bin possessing
any odor, for COTE is peculiarly susceptl-
BILE to sur! ounding odOre, and when ex-
posed TO the cir all its delicate ARENA is
rapidly dissipated.
There is a very famous brand of coffee
now before the public called Lion Coffee
which has come into favor with cOusum
ers, not alone because of its purity and
high quality, but by reason, doubtless.
Of the fact that Immediately after roast
ing in the mills it is tightly closed in
sealed package, practically air proof
Thus the aroma is carefully preserved.
All adulteration is impossible. No i'm
purities can creep into the cl>sed pack
age and full weight is absolutely guar
anteed. Without word being spoken
the purchaser of package of Lion C,f-
fee has hi guarantee Of correct weight.
uniform quality, absolute purity and uu
surpassed aroma and strength at no Eek
ira cost, and it is little wonder that Lion
Coffee todayi is rapid y supplantlng th4
the old favoritee of the last ten wears.
It is truly a remarkable brand Grown
on tho uplande. at level of nearly 1900
feet above the level of the sea, it is cnlti-
waited vi h great Care and unceasing at
tentl0n. Immense capital has been eX-
p nded to develop this most famous Of
all coffees. Very recently the Lion COT, |
fee mills at Toledo have been reinforced |
by very large mills, newly erected in
Brook Ign, n. Y. The Brooklyn mills are
equipped with every latest appliance for
carrying on the business in the most sci |
entific way The purchaser of Lion Cot |
f may be assured that he he is buying
nothing but coffee, that it is Of the high
est grade, and from the standpoint Of |
economy he could not make better
choice. The preservation of it's aroma
and its wonderful natural strength com
hined, make it a most delicious beverage. |
A sing pound makes forty cups. This
is A record which very few other brands
can attain. IF our readers have never
tried this really remarkable coffee We
urge them TO do go without days de-
lay.