The Bridgeport times and evening farmer., 1919-11-17

cause we know that in showing up the claims of the substitute manufac- turer we are doing the American peo- pie a friendly turn, TOT which they will thank us when they come to know as much about the benefits of coffee as we do.
 ''I wish to take this occasion to ex- press my appreciation of the treat ment I have received from the mem bers of the Joint Coffee Trade Com mittee and of the courtesy which has made my work in connection with the committee easy and agreeable. The Sociedade approves the campaign which you have heard outlined by Chairman Weir. We appreciate the help of the American roasters and ton the advertising campaign could not reach it's full effect.
 "The education of a nation is no small job. l rejoice with you in the evidences we have seen and heard to- day that the Joint Coffee Trade Com rnittee is branching out. This cam paign ought to be as widespread as the use of coffee is widespread. The per capita consumption of coffee in the United States is, I think about ten pounds a year and, as you all know, three-fourths of this comes from Brazil.
 ''I greatly regret that thus far none of the other coffee-growing countries has joined us in this effort. It is true that their interests are not as large as ours. At the same time, they would be asked to make a contribution only in proportion to the amount of coffee they raise. This is one thing in which all coffee men must stand together We must realize that differences in the various grades of coffee are not so marked that any of them can es- cape the injury being done by the propaganda for substitutes. We are all in the same boat.
 ''In my opinion, one of the most important tasks before your publicity committee is the education of the con- suner in better coffee making. The fondness for coffee Is a natural taste Did you ever meet a man or woman who didn't like it? If you have it is because such a one has been unfortu- nate in getting coffee badly made You roasters cannot do better than to urge your retailers to impress upon their customers the necessity of brew ing their coffee with greater care. Tell them what they lose by using a dirty coffee pot. The unwashed coffee pot is responsible for more bad coffes than any other one cause. Next to this comes the custom of resteeping coffee grounds. I am reliably inform ed that before the war this was a regular custom of army cooks, and that 1t became so bad the Commis- sary Department had to issue definite regulations against 1t. But your Commissary Department did not learn the true value of coffee until you entered the war The war has demonstrated that nothing equals cof- fee in helping a man to endure ex- posture and hardships. As the result of this knowledge the American soldier got the best coffee served to any sol diers in the field. Better, in fact, than is served in many private homes.
 'I hope you will teach your GUS toners the value of fresh coffee. In Brazil. we roast it every few days, and we do not grind 1t until just be- fore it is brewed. The rush of your American life makes your people inn patient of such things. Many con- sum CTS are unwilling even to take the time to grind their own coffee. Purely as a matter of business, believe 1t