ee Roasters
Association, entitled _From Tree to Cup with Coffee_, and were as
follows:

ROASTING

The Roaster or "Coffee Chef" is the only cook necessary to a good
cup of coffee. He sends it to the consumer a completely cooked
product.

In the roasting process the berries swell up by the liberation of
gases within their substance. The aromatic oils contained in the
cells are sufficiently developed or "cooked", and made ready for
instantaneous solution with boiling water, when the cells are
thoroughly opened by grinding.

The roasting principles of different green coffees vary. Trained
study and a nice science in timing the roast and manipulating the
fire is necessary to a perfect development of aroma and flavor.

The drinking quality is largely dependent upon the experienced
knowledge of the coffee roaster and his scientific methods and
modern machinery, by which the coffee is not only roasted, but
cleaned, milled and completely manufactured to a high point of
perfection.

In their National Association work, the wholesale roasters are
giving the public new facts and valuable information, from
scientific researches, investigations, etc.

GRINDING. The roasted berry is constructed of fibrous tissues
formed into tiny cells visible only under the microscope, which are
the "packages" wherein are stored the whole value of coffee, the
aromatic oils. Like cutting open an orange, the grinding of coffee
is the opening of surrounding tissue and pulp, and the finer it is
cut the more easily are the "juices" released.

The fibrous tissue itself is waste material, yielding, by boiling
or too long percolations, a coffee colored liquid which is fibrous
and twangy in taste, has no aromatic character, and contains
undesirable elements.

The true strength and flavor of roasted coffee is ground out, not
boiled out. The finer coffee is ground, the more thoroughly are the
cells opened, the surfaces multiplied, and the aromatic oils made
ready for separation from their husks. Hence it follows that:

Coarse ground coffee is unopened coffee--coffee thrown away.

The finer the grind, the better and greater the yield. With
pulverized coffee (fine as corn meal) the fully released aromatic
oils are instantaneously soluble with boiling water.

I