ng analysis of some 250 grocery stores in the United
States[338] made in 1919, showed that twenty-nine percent of the dealers
bought all their coffee from wholesale grocers, forty-eight percent
exclusively from roasters and specialty wholesalers, ten percent got
over one-half of their coffee from wholesale grocers, and thirteen
percent bought less than one-half from the wholesale grocery houses.

[Illustration: THE FAMILIAR A & P STORE FRONT]

[Illustration: LAYOUT FOR COFFEE AND TEA DEPARTMENT]

There are two fundamental plans on which a retailer builds a successful
coffee business--by buying coffee already roasted, and by buying it
green and roasting it in the store. Each plan has its advantages; but
its practicability depends upon conditions in different localities.

Beyond acquiring a general talking knowledge about coffees, the retailer
buying his stocks roasted in bulk or package form does not generally
need the intimate knowledge of his goods required by the grocer who
roasts his own coffee. If he grinds the coffee for his customers he must
know the type of grind best suited to the way the coffee is to be
brewed, and must be able to tell the best brewing method.

The practical grocer who makes up his own blend is acquainted with
blending principles and methods. "While he can not expect to be as
expert as the large wholesale blender, he should know that green coffees
are generally classified by blenders in five great divisions; (1)
Brazils, including Santos, Bourbon and flat bean, Rios, Victorias, and
Bahias; (2) Washed milds, embracing, as of the most commercial value,
Bogotas, Bucaramangas, Guatemalas, Mexicans, Costa Ricans, Maracaibos,
and Meridas; (3) Unwashed milds, such as Maracaibos, Bucaramangas, La
Guairas, and Mexicans; (4) Javas, Sumatras, and Padangs; (5) Mocha, and
Harari."

[Illustration: ONE OF THE RETAIL COFFEE-ROASTING STATIONS IN SOUTHERN
CALIFORNIA]

[Illustration: CLOSE-UP OF THE MINIATURE MANUFACTURING PLANT, SHOWING
THE ROASTING AND GRINDING EQUIPMENT]

[Illustration: 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]

[Illustration: SELF-CONTAINED MONITOR GAS ROASTER, COOLER, AND STONER]