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Coffee in the Home
Coffee in the Home
The Plant
The Plant
Coffea Arabica L. Netherlands, July 2018.
Here we have the raw state of the Arabica coffee strain. Beans such as the ones pictured above, are picked and roasted to be made ready for production.
Coffee had a certification scale or grading system which helped buyers factor in which coffee to buy and who to buy from. Department stores controlled the realm of consumerism at this point in time maintaining 10% of national retail purchases who devoted 4% of total sales directly towards advertising. Department stores such as Higbee’s based out of Cleveland, Ohio focussed their attention to “relationship marketing” as well as having a “mutuality of interest” with its stores and customers. Department Stores used these ideologies because they knew that women were their primary shoppers, so they created ads targeted towards house wives and mothers to gauge their interests.
The Tools
The Tools
Museum of English Rural Life, University of Reading
Once roasted beans have made their way to the coffeehouse or home, they must be ground in order to brew. The artifact above is an antique coffee grinder. Unlike automated grinders today, you must turn the wheel in order to ground your coffee before brewing.
Europeana Food and Drink. 1950's Coffee Maker. United Kingdom, 13 Feb. 2001.
Ground coffee can be placed in a coffee maker such as this one from the 1950's. As the water heats, it forces its way up into the top bowl. Water below the end of the glass stays in the jug and so prevents the jug boiling dry and causing any damage to the glass.
Magyar Kereskedelmi és Vendéglátóipari Múzeum
A simpler option requiring no tools, was instant coffee. Popularized by American soldiers in Australia, instant coffee became an instant hit that simply required hot water and the amount of spoonfuls of your choosing.
During the 20th century you began to see major brand names start to produce and market their own coffee. Australia had a very interesting introduction to coffee and Nestle was able to take their market by storm. Historically a tea drinking nation, Australia was introduced to a new caffeinated beverage by American soldiers in the form of instant coffee. Over one million American soldiers were stationed in Australia and due to their makeshift living situation, they relied on powdered instant coffee by Nestle. Australians were hooked and within two years of instant coffee’s arrival to the land down under sales increased by 54%. Today, our local grocery stores have a plethora of different coffee brands ranging all over the place that specialize in quality, quantity, price, and demand.
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