Close-up of the Miniature Manufacturing Plant, Showing the Roasting and Grinding Equipment
APPLYING THE SPECIALIST IDEA TO COFFEE MERCHANDISING
The Pacific Stores Co., Los Angeles, cutting out deliveries, premiums, and solicitors, has built up a business of more than 100 bags of coffee daily, selling direct to the consumer in a chain of 100 booths patterned after the country-roadside gasoline stations; each one having its own roaster]
Self-Contained Monitor Gas Roaster, Cooler, and Stoner
It has been found by experience that a good assortment for the average retailer to carry consists of Santos, because of price; a natural unwashed Maracaibo or Bucaramanga, because of full body and general blending values; and a washed coffee, preferably a Bogota, which gives quality and character to a blend. In stocking up with these coffees, the practical merchant avoids Santos with a strong or Rioy flavor, bitter or "hidey" Maracaibos, and acidy or thin Bogotas.[339]
A grocer equipped with these coffees has the Santos for his low-priced seller. For his medium grade he blends Santos and Maracaibo, half-and-half. The next higher grade is made up of one-third each of the three coffees; while the best blend consists either of half-and-half Bogota and Maracaibo, or three-quarters Bogota and one-quarter Maracaibo.
The chief advantage of these three coffees is that they blend well in any way they are mixed; and the dealer with a little experience, and working with the two necessary ideas in mind—satisfactory coffee and price—can make up various combinations.