The Bismarck Tribune Newspaper, October 4, 1929, Page 3

ao et THE BISMARCK TRIBUNE. FRIDAY, OCTOBER 4, 1929 -rteyeer sn oqnetoapemaene maaan oetaearnn semen eaaoaeST Modern Coffee Expert Discovers New Flavor Producing Process. * Years of Research Rewarded After many years of research, L. K. Watrous has discov- ered a method by which more of the true coffee flavor may be retained in the coffee berry. ‘The process is one of toasting rather than roasting. He is shown here at the “cupping wheel” where “cofice tasters” test coffee. More Than 90% of the Fine Coffee Submiticd Is Rejected From the seven seas come samples of the finest cofices grown in the world. Preliminary examination soon elim- inates over half. Only the choicest are retained for further consideration. Only about 10% contain the choice flavor approved for"toasting.” The other 90% is rejected. Nash’s Toasted Coffee is sold only in the red and gold can—never in bulk. Do uot accept a substitute. Ann many years of research and cxperi- ment, L. K. Watrous, a nationally known coffee expert, has recently perfected a new process for developing more coffce flavor. The new process is said to be one of toasting the coffce berries in order to retain more of the flavor producing elements. This discovery is said to be the first really great advance in the preparaiion of coffee since the industry was revolutionized by the perfection of mechanical roasting, about twenty-five years ago. Mechanical roasting changed the preparation of coffee from a laborious houschold task to a special- ized industry with regulated production methods, While this was a great relief to the housewife and assured her of more evenly roasted coffee, hanical roasting soon revealed one great fault. The fierce, penetrating heat required to roast cach coffee berry to its very center, naturally “roasted out” much of the delicate aromatic flavor. Toasting Process Explained When interviewed recently, Mr. Watrous ex- plained process by saying: “Toasting coffee is something like searing meat. When you prepare a steak or roast, if you are not careful to cook it on both sides quickly in the beginning, yon lose the juices, and much of the flavor and taste escapes in thin air. If, however, you first sear it, you produce a covering which pre- vents these juices from dripping out or evaporating away. “Despite all of its many adv antages, mechanical roasting, as generally practiced in the industry, lost much of the true coffee flavor in the process, “We, who are devoting our lives to furnishing the public with fine coffee, are extremely particular about the raw coffee we use. The age of the coffce, the place where it is grown, the altitude and the rain- fall, can all be detected by a coffce expert, Every bag of raw coffee I use is graduat- ingly tested, step by step,in our laboratory, down tothe finished cup, It is this testing by actual taste which gives use tothe name “coffee taster” by which those who blend coffee are commonly known, “Is it any wonder that coffee tasters were discouraged when they found that, despite all of their efforts, a large portion of the true coffee flavor they had worked so hard to select never reached the coffee cup at all? To a coffee taster, berries are like people. Give him a sample and before he is finished making his tests he will tell you where that coffce came from, the age of the coffce, the altitude at which it was grown and the relative amount of rainfall that year, at the place. The new toasting process, like scaring meat, tends to carmelize the surface of the coffee berry, to seal into cach berry more of the flavor produc- ing oils, and thus prevent their loss by evaporation, “The more careful coffee tasters are doing everything they can to make their particular brands deliver the most true coffee flavor. Every brand of coffee, however, is a different flavor and there are said to he two thousand new brands coming on the market, and two thousand going off the market every year, “The toasting process, 1 tind. helps me to retain in the finest scleeted coffee the truest of flavor and it also develops considerably more flavor than 1 was ever able to obtain by the roasting process, “Toasting docs not make coffce cither stronger or weaker, The strength of your coffee depends up- on the quantity you use and how long you brew it, Toasting simply gives you more truc coffce flavor. “If you are a keen observer of the delicate sense of taste you have discovered that it is the amount of the flavor, the lingering mellowness of the taste which measures your delight in coffee. “The sense of taste is the most undeveloped of our five senses. Yet it is very easy to develop a remarkably appreciative sense of taste if one will simply give a little thought to it, “One way totest the difference hetween roasted coffee and toasted coffee is to taste the two side hy side as we do in the laboratory. You must be sure, however, that the coffee pots, or the percolators, the cups and the spoons with which you make cach kind of coffce are exactly alike.” Nash's Toasted Coffee meets with the Method Stops Loss Of True Coffee Flavor. Called Greatest Advance Of .., “x, Coffee Industry In Twenty-Five Years. Nash's Delicious Co the famous blend in- troduced by Mr. Wairous several vears ago, has recently heen renamed, Nash ‘oasted Coffee, This coffee is the same Nash's Delicious Coffee now prepared by the toasting process, Toasted Coffee Now Given to the Public Grocers are now supplied with Nash's Toasted Coffee and will furnish it at prices no higher than the finest grades of roasted coffee. The public is asked to compare roasted cofice with toasted coffee. While some nay not have suf- ficiently developed their sense of taste to detect the difference, most people have a sufficient apprecia- tion of the delights to be found in coffee to immed- iately become aware of the inercased quantity of true coffee flavor, Many on tasting toasted coffee for the first time are instantly conscious of a startling new flavor experience, This Can Identifies The Only Coffee Toasted By The Newly Discovered Process Coffee toasted by the newly discovered Process is now available to anyone who wishes to test, by their own taste, the verdict of science that toasted coffee Possesses a riche ness of flavor and subtly of aroma impossible to coffee prepared hy old fashioned roasting. Nash's Toasted Coffee is the only coffce toasted by the new process, and may be identified on your grocer’s shelf by the red and gold can shown above, At the Cupping Table. About to Taste Toasted Coffee, Testing for Amber Clearness and Color Fine coffee should be crystal clear—a delight to the eye as well asthe taste. Mer. Watrous is here shown’ making one of his frequent observations to detect any variation frum the standard of clearness, of foodauthorities, diet- icians and chemists. Individual cups of coffce are prepared by the new toast. ing process and submitted to Mr. Watrous for tasting at the “cupping table.” The many years of research which developed the toasting process are rewarded in the extent to which the true coffee flavor has been retained and the “soasting out” prevented,