| 850 - 1599 | 1600's | 1700's | 1800's | 1900's - Present |
• 1900
The turn of the century provides a Happy New Year for coffee and a
couple of brothers. Hills Brothers packages roasted coffee beans for
the first time in vacuum tins. R.W. Hills, a passionate innovator,
developed a process that removed air from coffee packaging, resulting
in fresher beans. Known as vacuum packing, this discovery is the most
used method to this day. Unfortunately, for other roasters it's all-
downhill from here. Local shops and mills around the country are all
but extinguished now that this new method is available.
High Technology really is on the move: Not only was the escalator invented this year, so was instant coffee! Japanese-American chemist Satori Kato creates a soluble blend of coffee and premiers it at the Pan-American Exposition. Every American is in a rush. Rush. Rush. Everything must be instant. Who has time anymore? Well, maybe those Europeans...
Germans, so fond of a lingering over afternoon coffee, coin the term "Kaffee Klatsch" to describe women who gathered to converse of the day's latest views and gossip.
High Technology really is on the move: Not only was the escalator invented this year, so was instant coffee! Japanese-American chemist Satori Kato creates a soluble blend of coffee and premiers it at the Pan-American Exposition. Every American is in a rush. Rush. Rush. Everything must be instant. Who has time anymore? Well, maybe those Europeans...
Germans, so fond of a lingering over afternoon coffee, coin the term "Kaffee Klatsch" to describe women who gathered to converse of the day's latest views and gossip.
• 1901
Italian Luigi Bezzera patents the first commercial "espresso"
machine. The Tipo Gigante, was just that, a large steam driven
machine that used a water and steam combination, forced under
high pressure to brew
the coffee at a rapid
pace. His invention
became known as the
"espresso" machine.
Legend has it; the initial
reason for Luigi creating
the espresso machine
was to reduce the
amount of time that his
employees spent on their coffee break. Quite a
taskmaster! Luigi needed them to work faster. So he thought that having a much quicker
coffee maker would be the key to making employees spend less time on coffee breaks and
more time working. Productivity leads to money!
high pressure to brew
the coffee at a rapid
pace. His invention
became known as the
"espresso" machine.
Legend has it; the initial
reason for Luigi creating
the espresso machine
was to reduce the
amount of time that his
employees spent on their coffee break. Quite a
taskmaster! Luigi needed them to work faster. So he thought that having a much quicker
coffee maker would be the key to making employees spend less time on coffee breaks and
more time working. Productivity leads to money!
• 1903
Ludwig Roselius, a German coffee importer and his assistant Karl Wimmer discover a
process in 1903 to remove caffeine from the beans without wrecking the flavor. Wait? No
more all-nighters? I like my buzz! The decaf discovery actually came about as the result of
an accident. Coffee beans from Nicaragua had become water soaked during shipment.
When the "ruined" beans arrived at Roselius' coffee
warehouse, his researchers determined that the exposure to
water had extracted much of the caffeine without affecting the
taste — except for some saltiness. Not so fast, salty coffee?
Yuck! Back-to-the-drawing-board! Soon they figured it out.
The decaf process that Roselius and Wimmer invented used
steam and chemical solvents. A later Swiss process would
only use water. The brand name for this coffee would later
become "Sanka" and made its way slowly to the U.S. some 20
years later. Click here to see vintage advertisement.
When the "ruined" beans arrived at Roselius' coffee
warehouse, his researchers determined that the exposure to
water had extracted much of the caffeine without affecting the
taste — except for some saltiness. Not so fast, salty coffee?
Yuck! Back-to-the-drawing-board! Soon they figured it out.
The decaf process that Roselius and Wimmer invented used
steam and chemical solvents. A later Swiss process would
only use water. The brand name for this coffee would later
become "Sanka" and made its way slowly to the U.S. some 20
years later. Click here to see vintage advertisement.
• 1905
Is Desiderio Pavoni the first obsessed barista? In this fateful year, he
decides he can make a better espresso than the other guy. Firstly, he
sets out and buys Luigi Bezzera's patent for the espresso machine.
After many long nights, Desiderio deducted that the
coffee bitterness came from the steam and the extremely high temperatures that it put on the coffee grounds. Desiderio's
solution; perfection in a cup requires one to brew the coffee at 195 degrees and 9 BAR pressure. His moment of brilliance sets the gold standard for all espresso machines to this very day. For Baristas the quest for the elusive ultimate shot continues, and with the Pavoni Espresso machine, it's within their grasp.
coffee bitterness came from the steam and the extremely high temperatures that it put on the coffee grounds. Desiderio's
solution; perfection in a cup requires one to brew the coffee at 195 degrees and 9 BAR pressure. His moment of brilliance sets the gold standard for all espresso machines to this very day. For Baristas the quest for the elusive ultimate shot continues, and with the Pavoni Espresso machine, it's within their grasp.
• 1906
Inventor George Washington creates the first mass-produced
"instant coffee," later marketed in 1909 as Red-E Coffee. During
the height of its popularity in the 1970s, nearly a third of the
roasted coffee imported into the United States was converted into
an instant product, resulting in annual sales of more than 200
million pounds. Oh, dear... Instant. Fresh roasted coffee where
are you?
• 1908
Remember the handsome Brazilian, Colonel Francisco de Melo Palheta who seduced and
wooed the French Governor's wife -- all for Coffee and a little nookie-nookie? The daring
tryst truly paid off: In this year, Brazil will boast 97% of the world's harvest. She truly did
give away the farm back in 1727.
Looking for a way to brew the perfect cup of
coffee and remove those grinds? Innovative
German housewife Melitta Bentz creates a
coffee filter by using her son's school blotting
paper. Mama knows best! A patent was
awarded later that year and the Melitta Bentz
Company was born.
• 1920
The United States Congress enacts Prohibition. Not for coffee, like all the other
governments in history tried to enforce - this time it's for booze. Coffee sales go positively
ballistic!
• 1926
The prestigious Science Newsletter declares coffee "beneficial." We all knew that. To this
day more and more traits of coffee are discovered to be great for our health! Perhaps even
someday the cure for the common cold will be a "shot" you can order at your local café.
• 1938
The Brazilians are growing so much coffee and find themselves with such a
massive surplus, their government approaches Nestle in order to find a
way to utilize the waste that ensues. Coffee guru,
Max Morgenthaler, and his team set out to find a
way of producing a quality cup of coffee that could
be made simply by adding water, yet would retain
the coffee's natural flavor. After seven long years of
research and tinkering in their Swiss laboratories,
(not very instant, mind you) they found their answer: "Waste not --
want not." Freeze dried coffee! No wonder those Swedes live in one
of the richest / "greenest" countries in the world. The coffee is
marketed as Nescafe and introduced in Switzerland. To this day,
Nescafe is the world's leading brand.
way to utilize the waste that ensues. Coffee guru,
Max Morgenthaler, and his team set out to find a
way of producing a quality cup of coffee that could
be made simply by adding water, yet would retain
the coffee's natural flavor. After seven long years of
research and tinkering in their Swiss laboratories,
(not very instant, mind you) they found their answer: "Waste not --
want not." Freeze dried coffee! No wonder those Swedes live in one
of the richest / "greenest" countries in the world. The coffee is
marketed as Nescafe and introduced in Switzerland. To this day,
Nescafe is the world's leading brand.
• 1940
Ever the consumer, the United States now imports 70 percent of the world's coffee. As we
should! Give me more, more, more... I want it all! Every bean for me, me, me! It's the
American way. God Bless America!
• 1942
Maxwell House instant coffee is chosen to fill the ration kits of
American soldiers departing for World War II. Among U.S.
civilians, coffee is rationed to prevent hoarding. Even with
limited caffeine these determined Americans drink their coffee,
which fuels the fight to lead the world out of tyranny and into
freedom.
• 1946
This truly is: One small step for man, one giant leap for mankind,
Italian, Achille Gaggia, evolves the espresso machine using a
piston to extract the brew at a higher pressure resulting in a layer
of "crema" on the coffee.
Crema! OMG! The
ultimate Espresso! The
Cappuccino is born! One
of the greatest discoveries
of all time! Count your
blessings the next time
you order a double cappuccino for its named after
the color and the likeness of the robes and hood of
the Capuchin order of Franciscan Monks in Italy.
Thank you, Achille Gaggia for delivering us this
little bit of heaven-sent "crema" in a cup!
of "crema" on the coffee.
Crema! OMG! The
ultimate Espresso! The
Cappuccino is born! One
of the greatest discoveries
of all time! Count your
blessings the next time
you order a double cappuccino for its named after
the color and the likeness of the robes and hood of
the Capuchin order of Franciscan Monks in Italy.
Thank you, Achille Gaggia for delivering us this
little bit of heaven-sent "crema" in a cup!
• 1956
A modern generation of coffeehouses take hold, not only pulsating to the new beat
rhythms of Jazz, they also pulsate to the revolutionary / avant-garde thoughts of the Beat
Movement. As throughout history, once again coffee houses are central to
debate, as well as are the epicenter for cultural movements that defy the
convention.
At coffee shops in San Francisco's North Beach and in New York's Greenwich Village, the poets and intellectuals, known as Beatniks hang- out, drink espresso and have lively philosophical and political discussions that challenge the traditional ways of the 195o's.
These Bohemians are the forerunners of the cultural, political and sexual revolution to come in the 1960's that will change our world forever. Still to this day, these historic shops, as well as their counter- culture-counter-parts throughout the United States attract modern-day freethinkers who come together over a cup of coffee and move our societies forward.
Movement. As throughout history, once again coffee houses are central to
debate, as well as are the epicenter for cultural movements that defy the
convention.
At coffee shops in San Francisco's North Beach and in New York's Greenwich Village, the poets and intellectuals, known as Beatniks hang- out, drink espresso and have lively philosophical and political discussions that challenge the traditional ways of the 195o's.
These Bohemians are the forerunners of the cultural, political and sexual revolution to come in the 1960's that will change our world forever. Still to this day, these historic shops, as well as their counter- culture-counter-parts throughout the United States attract modern-day freethinkers who come together over a cup of coffee and move our societies forward.
• 1960
The Colombian Coffee Federation that represents 560,000 coffee
growers debuts the fictional Juan Valdez, the humble Columbian
coffee grower, who along with his loaded pack mule picks his beans
one at a time. I say "Go Donkey Go!"
• 1966
Alfred Peet, a Dutch-American, whose father ran a small roastery in
Holland brings a little of the old country to his new country. In 1966,
Alfred opens Peet's Coffee in Berkeley, California. He later is credited
as the "grandfather" of the specialty coffee industry. Peet's is
especially known for its strong, deep roasted coffee. His outstanding
coffee would impact the world... however as we will discover, it's a
small world after all, smaller than you may know...
• 1971
Alfred Peet shared and taught his style of roasting beans to three buddies, Jerry Baldwin,
an english teacher, Zev Siegl a history teacher and Gordon Bowker, a writer. They worked
over Christmas at the first Peet's store in Berkeley to learn the ropes.
With Alfred's blessing, and his roasted beans, not
only did they copy his store design, they took his
technique of roasting and opened the first
Starbucks in Seattle. Within a year they acquired
their own roaster and started roasting their own.
This store simply sold one thing: Fresh roasted
coffee beans. That's it. No brewed drinks.
• 1972
A ground breaking moment in coffee history; the first automatic drip home coffee maker-
with the formal name of Mr. Coffee was introduced by Cleveland, Ohio entrepreneur
Vincent Marotta. Please to meet you, Mr. Coffee. The
innovation: water is percolated through the coffee grounds
at 200° Fahrenheit, as opposed to the boiling water that
roiled through grounds in the traditional percolator. Mr.
Coffee was soon to become a household name because it was
pitched on TV by the legendary baseball great and Hall of
Fame recipient Joe DiMaggio. In the late 1970's 40,000
units a day were sold. It still is the world's best-selling
coffee maker for home use.
Vincent Marotta. Please to meet you, Mr. Coffee. The
innovation: water is percolated through the coffee grounds
at 200° Fahrenheit, as opposed to the boiling water that
roiled through grounds in the traditional percolator. Mr.
Coffee was soon to become a household name because it was
pitched on TV by the legendary baseball great and Hall of
Fame recipient Joe DiMaggio. In the late 1970's 40,000
units a day were sold. It still is the world's best-selling
coffee maker for home use.
• 1982
Back to Starbucks. A major
turning point is about to
happen. A drip coffee
maker salesman from New
York spends a full year
convincing Starbucks to hire
him. He succeeds. Howard
Schultz joins Starbucks as
Director of Marketing. He sets off to Milan, Italy
and sees cafés on practically every block where
one can have an outstanding espresso. These cafés also serve as meeting places and are a
big part of the societal fabric. There are 200,000 of them in Italy.
In Seattle, Schultz advises the company, they should sell coffee and
espresso drinks, as well as the beans. The owners Jerry, Zev, and Gordon
rejected this idea, believing that getting into the beverage / restaurant
business would distract the company from its primary focus -- that fresh
coffee should be brewed at home with their fresh roasted beans. No
espressos or lattes would be made or served in their shops.
• 1984
The original owners' of Starbucks, led by
Jerry Baldwin, purchase their mentor's
business, Peet's.
• 1987
Howard Schultz certain that there was money to be made selling coffee drinks quit
Starbucks and started the Il Giornale coffee chain in 1985. It was hugely successful. In
1987 Schultz made an offer that the Starbucks owners' could not refuse... Eventually they
gave in - Schultz bought Starbucks for a paltry $3.8 million. He finally secures their
roasting techniques, rapidly renames his own coffee chain "Starbucks" and changes
forever how the world would buy their coffee beverages.
Schulz's plan now is set in motion and his juggernaut
steams full-speed ahead! In the 1990's, Starbucks
opens a new store every workday, a pace that
continued into the 2000's. Schultz leaves the CEO's
leather backed chair and ascends to the throne of
Chairman. He sets out on his conquest of the world
with a Starbucks in every country, on every corner,
putting the Mom & Pop cafés out of business, and
along the way gobbling up local café chains and
renaming them as his own.
After 8 years of Starbucks rapid expansionist plans, in 2008 Schultz reclaims the CEO
position in order to bring back and restore what he calls the "distinctive Starbucks
experience'' -- back to the core, back to basics... No more pre-ground coffee in the stores,
only whole bean -- ground fresh once again. Catch me my friends, I think I am about to
faint. Ground fresh? Imagine that? Hmm... Update: I hear Starbucks is now test
marketing and selling Instant Coffee. Instant Coffee?! Oh, dear! Have they really come
back to their core? I think not. Just a bunch of marketing department hooey and
poppycock!
• 2006
Specialty coffee accounts for 40% of all coffee
sold in the United States. Hip-hip Hooray!
Fresh roasted coffee! Fresh roasted coffee!
sold in the United States. Hip-hip Hooray!
Fresh roasted coffee! Fresh roasted coffee!
• 2009 - Present
Alas, coffee is the world's most popular beverage, bar none. We consume 400 billion cups
each year, nearly 400 million cups a day. Why, I alone guzzle over 16,000 cups annually.
The United States imports 27% of all coffee beans grown in the world. Coffee is second
only to oil as the most traded commodity.
Let us pay homage and give credit where credit is due. Let us raise our demitasse cups,
our favorite old mugs, and our commuter cups to toast the thieves and
smugglers who we truly owe our gratitude to. These unsung and
unsavory heroes set forth the proliferation of coffee throughout the
world and the variety of species we cherish today. Hip. Hip Hooray!
Let us thank those through the centuries who toiled, battled,
tinkered and seduced, all for that delectable cup of coffee -- and for
all of those who brought us to this wonderful place in coffee history,
here's to you!
Thank you to all those farmers around the world who carefully nurture these cherries to fruition, the sourcers who travel to origin to bring us these gifts, the artisan roasters who with passion finesse the roast of these beans to its ultimate degree, and the baristas who brew us, each and every day the wonderful cup we enjoy to our heart's content!
Let us all, make history everyday... with every sip we take.
our favorite old mugs, and our commuter cups to toast the thieves and
smugglers who we truly owe our gratitude to. These unsung and
unsavory heroes set forth the proliferation of coffee throughout the
world and the variety of species we cherish today. Hip. Hip Hooray!
Let us thank those through the centuries who toiled, battled,
tinkered and seduced, all for that delectable cup of coffee -- and for
all of those who brought us to this wonderful place in coffee history,
here's to you!
Thank you to all those farmers around the world who carefully nurture these cherries to fruition, the sourcers who travel to origin to bring us these gifts, the artisan roasters who with passion finesse the roast of these beans to its ultimate degree, and the baristas who brew us, each and every day the wonderful cup we enjoy to our heart's content!
Let us all, make history everyday... with every sip we take.
The History of Coffee
by
Professor Peaberry
by
Professor Peaberry
