All About Coffee Part 94

This a.s.sociation--of which Robert Meyer was the first president, and H.L. Homeyer, vice-president, J.S. Hartman, secretary, and G.H. Petring, treasurer--was the forerunner of the National Coffee Roasters Traffic and Pure Food a.s.sociation organized in 1911 and now known as the National Coffee Roasters a.s.sociation.

At the organization meeting of the national a.s.sociation twenty-six coffee-roasting establishments in the Mississippi Valley were represented at the conference held May 26-27 in the Planters Hotel, St.

Louis. The objects of the new body were announced in the const.i.tution, as:

_First_: To foster and promote a feeling of fellows.h.i.+p and good will among its members, and on broad and equitable lines to advance the welfare of the coffee trade and the consumer.

_Second_: To eliminate or minimize abuses, methods and practises inimical to the proper conduct of business.

_Third_: To a.s.sist in the enactment and enforcement of uniform pure food laws which in their operations shall deal justly and equitably with the rights of the consumer and the trade.

The a.s.sociation started with these officers: Julius J. Schotten, St.

Louis, President; M.H. Ga.s.ser, Toledo, vice-president; W.E. Tone, Des Moines, treasurer, and W.J.H. Bown, St. Louis, secretary.

Meanwhile, as a result of an agitation started by _The Tea and Coffee Trade Journal_, a meeting of New York and eastern coffee roasters was called at the Fulton Club, New York, October 27, 1911, to discuss plans for a national organization. M. H. Ga.s.ser attended this meeting, and told of the plan of the western roasters to organize such an organization at a meeting called for Chicago the following month. The promoters of the eastern organization subsequently abandoned their efforts in favor of the western group.

[Ill.u.s.tration: ROBERT MEYER, ST. LOUIS

First president of the Coffee Roasters' original organization]

At the first convention of the National Coffee Roasters Traffic and Pure Food a.s.sociation, held in Chicago, November 16-17, 1911, all the foregoing officers were retained, the office of second vice-president was created, and Frank R. Seelye was selected to fill it.

That the organization idea was popular among the roasters was evident from the fact that at the close of the convention it was announced that the members.h.i.+p was then seventy-one firms in cities as far east as Virginia and as far west as Kansas City. The convention demonstrated that the a.s.sociation was really a national organization, which quieted suspicions prevalent in some quarters of the trade in the east that it was chiefly a Mississippi Valley unit.

The first convention is remembered princ.i.p.ally because of Hermann Sielcken's defense of the Brazil coffee valorization plan, which was then the big question of the coffee trade. The t.i.tles of some of the other addresses will serve to indicate how the scope of the a.s.sociation had enlarged since its organization a few months before: "An Attack on Valorization" by Thomas J. Webb, of Chicago; "Uniform Food Laws", by W.T. Jones, of New Orleans; "Penny-Change Systems," by R.W. McCreery, of Marshalltown, Ia; "Traffic and Freight Abuses," by W.E. Tone, of Des Moines; "Transportation Problems," by Carl H. Stoffregen, St. Louis; "Coffee Publicity," by F.H. Henrici, of Chicago; "Coffee Roasters' Costs and Accounting," by F.J. Ach, Chicago. The first convention proved a success, and attracted attention.

The second annual convention, held in New York, November 13-15, 1912, showed that the a.s.sociation had grown to a members.h.i.+p of 135 firms located in all parts of the country, and that its influence had extended throughout the whole trade. Valorization continued to be a much discussed subject. Hermann Sielcken and others again defending it in speeches; but the majority of the a.s.sociation seemed opposed to the scheme. Probably the most important feature of the convention was the report of the committee of nine men who had visited Brazil to investigate conditions there and to interest the Brazilian coffee growers in an advertising campaign. An address on this subject was made by the editor of _The Tea and Coffee Trade Journal_, in which he suggested a plan for propaganda and advocated scientific research to find out the truth about coffee.

The election of officers resulted in the selection of F.J. Ach, Dayton, as president; Frank R. Seelye, Chicago, first vice-president; Ross W.

Weir, New York, second vice-president; and Robert Meyer, St. Louis, treasurer.

The 1912 convention changed the name of the a.s.sociation to the National Coffee Roasters a.s.sociation, dropping the words "Traffic and Pure Food"

from the original t.i.tle.

[Ill.u.s.tration: JULIUS J. SCHOTTEN--1911-12]

[Ill.u.s.tration: F.J. ACH--1912-14]

[Ill.u.s.tration: ROSS W. WEIR--1914-16]

[Ill.u.s.tration]

[Ill.u.s.tration: FRANK R. SEELYE--1916-17]

[Ill.u.s.tration: BEN C. CASANAS--1917-18]

[Ill.u.s.tration: CARL W. BRAND--1918-21]

[Ill.u.s.tration: FORMER PRESIDENTS, NATIONAL COFFEE ROASTERS a.s.sOCIATION]

The third convention, which was held November 12-14, 1913, in Cincinnati, demonstrated that the scope of usefulness of the a.s.sociation was still growing, as shown by the resolutions which approved better coffee-making publicity; favored a national coffee day; urged the appointment of inspectors at ports of entry to prevent the importation of green coffee under government standard No. 8; condemned the excessive watering of coffee and all coffee coatings; and provided for the appointment of an agent to visit Brazil to furnish members with "reliable" reports on crop flowering.

F.J. Ach was re-elected president; Ross W. Weir succeeded F.R. Seelye as first vice-president; W.T. Jones succeeded Mr. Weir as second vice-president, and Robert Meyer was retained as treasurer.

Secretary G.W. Toms, who had been appointed in April, 1913, reported that the a.s.sociation had made a net gain of thirteen members, bringing the total up to 144.

The members.h.i.+p of the a.s.sociation had been increased by twenty names when the fourth annual convention was opened in New Orleans, November 16-19, 1914, making the total 164.

Better coffee making, roasting economies, a national coffee week, and improved methods of handling green coffee in ports and warehouses, were the princ.i.p.al topics considered at the 1914 meeting. As a result of the discussions, the a.s.sociation went on record in its resolutions as being against the misbranding of both green and roasted coffee; favored the creation of a United States board of coffee experts; and the establishment of an a.s.sociation trade-mark bureau.

For the ensuing year Ross W. Weir, New York, was chosen president; J.O.

Cheek, Nashville, first vice-president; T.F. Halligan, Davenport, second vice-president; and W.T. Morley, Worcester, treasurer.

The decision to get together on a comprehensive national publicity campaign in the interest of coffee was the outstanding feature of the fifth annual convention, which was held in St. Louis, November 8-11, 1915, in the same room in the Planters Hotel in which the a.s.sociation was organized in 1911. From a body of twenty-six roasters, the a.s.sociation had grown in five years to a members.h.i.+p of 201 firms and individuals.

Among the more important things done at this convention was the decision to undertake a practical publicity plan to advertise coffee; the adoption of a uniform cost-and-freight contract; the proposal to prepare educational matter on coffee for the schools; and the recommendation to employ a chemist to carry on research work. There were spirited discussions also on gas, coal, and c.o.ke as roasting fuels; on the best way to get retailer co-operation, and whether it was advisable to continue the national coffee week idea. President Weir, Vice-Presidents Cheek and Halligan, and Treasurer Morley were re-elected.

The sixth annual convention, held in Atlantic City, November 14-17, 1916, placed emphasis on research into grinding and brewing; on plans for doing something practical to help grocers regain their lost coffee trade; and on an investigation into the scientific costs of roasting.

The admittance of green coffee and allied interests into the a.s.sociation was also discussed, and it was resolved to make the subject an order of business for special consideration at the next convention.

At this meeting Frank R. Seelye, Chicago, was elected president; Ben C.

Casanas, New Orleans, first vice-president; J.M. McFadden, Dubuque, second vice-president; and M.H. Ga.s.ser, Toledo, treasurer. The members.h.i.+p was reported as being 204, showing a net increase of three during the year.

The seventh convention, held in Chicago, November 14-15, 1917, came when the first movement of American soldiers to European battlefields was begun, and patriotism was the keynote of the meeting. Because of the stress of the times, the program was cut to two days, instead of the three days of former meetings.

The outstanding features of the convention were: the decision not to admit green coffee men to the a.s.sociation; the decision to establish a permanent headquarters; the announcement that Brazil was then collecting funds for its part in the national advertising campaign; and the proposal by John E. King, Detroit, that the term "lead number" be used instead of "caffetannic acid", which he a.s.serted was a misnomer. The executive committee was authorized to employ a secretary-manager. The shorter terms and credits idea was endorsed by the a.s.sociation.

These officers were elected for the next year; Ben C. Casanas, New Orleans, president; S.H. Holstad, Minneapolis, first vice-president; Edward Aborn, New York, second vice-president; M.H. Ga.s.ser, Toledo, treasurer.

The influenza epidemic, which swept the country the latter part of 1918, caused the postponement of many business and public gatherings, and the eighth annual roasters convention did not a.s.semble until December 5-6, in Cleveland--at only ten days' notice. Unlike previous occasions, this was in reality a combined convention of all roasted and green coffee men in the trade, both a.s.sociation members and non-members. No regular program was followed, the meeting being somewhat in the character of a trade conference.

The salient features of the convention were the decisions: to double the annual dues, in order to provide for a paid secretary-manager and to establish permanent headquarters; to organize a spice grinders' section; and to ask the government to remove all restrictions on coffee trading.

The Food Administration's coffee regulations came in for severe criticism.

The election of officers resulted in Carl W. Brand, Cleveland, becoming president; Robert M. Forbes, St. Louis, first vice-president; J.A.

Folger, San Francisco, second vice-president; and Lewis Sherman, Milwaukee, treasurer.

The ninth convention of the National Coffee Roasters a.s.sociation was of greater import to all branches of the coffee trade than any that had preceded it. The results of the meeting showed the a.s.sociation had gone far since the organization meeting in St. Louis in 1911. As in 1916, the convention was held in Atlantic City, November 12-14, 1919, and drew delegates from as far west as San Francisco and Seattle.

The most important subjects before the meeting were the reports of the Joint Coffee Trade Publicity Committee, read by Ross W. Weir, chairman, and Felix Coste, secretary-manager. The committee had been organized during the year to carry on the national coffee-advertising campaign, and announced at the convention its publicity plans for the next year, which included a national coffee week, a national showing of the committee's coffee film, and the issuance of several educational booklets. Other outstanding features included the description of how the a.s.sociation planned to conduct a research into the cost of doing a wholesale coffee-roasting business, the investigation to be made by Columbia University; addresses attacking the meat packers' invasion of the coffee roasting and distributing field; a paper, and discussions, on shorter terms and uniform discounts; the recommendation to employ a traveling field secretary who would hold periodical meetings with local branches; and the condemnation of guaranteeing prices against decline and giving advance notices of changes of prices.

The convention unanimously agreed to the re-election of President Brand, Vice-Presidents Forbes and Folger, and Treasurer Sherman.

The tenth annual meeting was held in St. Louis, November 10-12, 1920.

Scientific cost finding, short terms and discounts, the national advertising campaign, the activities of the N.C.R.A. freight-forwarding bureau, and laboratory-research were the main topics of this years'

gathering. The members.h.i.+p was reported to be 310. A feature of the meeting was the first industrial exhibit by twenty-five supply houses.

Among the things accomplished were:

The recommendation that members co-operate in determining the invisible supply of coffee in the United States at stated periods; increasing annual dues from $50 to $60 for members having $50,000 or less capitalization, and from $100 to $120 for firms having more than $50,000 capital; restricting members.h.i.+p to purely wholesale coffee roasters and distributers; and offering co-operation to hotel-men and restaurant-keepers in standardizing and improving their coffee beverages.