The Bismarck Tribune Newspaper, November 8, 1929, Page 3

eee “ > f ve Z hemists Find New Toasting Process Develops 35% More Coffee Flavor New Method Stops “Roasting Out” of Flavor Grinding Toasted Coffee In Preparation For Weighing The Flavor In order to compare samples of coffee prepared by the toasting process with the same identical coffee prepared by the roasting process, the Van Cleve Laboratories ground each separately in this machine. This grinder reduced the coffce berries to a powder in less than three seconds. Extracting The Flavor and Aroma Producing Oils After samples of the same coffee roasted and ed but the aromatic flavor producing oils and water, the oils were extracted by adding ether to each sample. Both mixtures were then shaken well and allowed to settle. The chemical action of the ether separated the aromatic oils from the water, leaving a layer of oils floating on the ether. ‘The watcr was then drawn off, and the ether evap- T. newly discovered process of toasting coffec, lately developed by L. K. Watrous, chief coffee expert of the Nash Coffee Company, has re- cently been tested by the Van Cleve Laboratorics, a nationally known organization of chemists. The process is one of toasting each coffec berry in order to prevent “roasting out” of flavor, and is said to seal into the coffee berry the flavor produc. ing aromatic oils, thus producing a richer, deeper flavor and a more lingering aroma. Mr. A. D. Bell, head chemist of the Van Cleve Laboratories, reports that his analysis shows that coffee of exactly the same kind, when submitted to the toasting process, retains 35.7% more flavor than when submitted to the roasting process now gener- ally in use. Toasting Retains More of the Flavor Producing Oils In reporting the findings of the laboratories, Mr. Bell says: “We have investigated the chemistry of coffee roasting and have found it to be an estab- lished fact that the flavor and aroma of roasted coffee is due to the formation during roasting of an oily substance known as “caffeol.” This sub- stance carries the formula C,H,.02. “We secured a sample of the finest green coffec obtainable. Half of this was roasted and the other half was toasted by Mr. Watrous’s new process. As exactly the same coffee was subjected to cach of the two methods, neither was given any advantage. “We then took samples of the coffee prepared by each method, ground them to the finest powder, removed the caffeol from each and weighed it in the most delicate scales. One might say that we actually weighed the flavor. What we did, however, was to weigh the flavor producing oils. “The results showed 35.7% more caffeol in the sample which was toasted than we found in the sample of exactly the same kind of coffee which . was roasted.” As the sense of taste is the dullest of the five senses many people are unable to fully enjoy the real delights which others experience in coffee. It is an actual fact that some people have not developed their sense of taste sufficiently to detect a difference in flavor as great as 35.79¢. A hostess may think she is serving the most perfect coffee while a guest with a more higily developed sense of taste will immediately detect the lack of true coffee flavor. Test Your Own Taste With Toasted Coffee Those who are interested in learning the extent to which their own sense of taste has been devel- oped will find that toasted coffee offers this oppor- tunity. The Van Cleve Laboratories have reported that toasting produces 35.7% more flavor from the same carefully selected fine coffec. If you would like to know whether or not your sense of taste has been sufficiently developed to detect a difference of 35% or more, obtain from your grocery store any onc of the higher grades of roasted coffee. At the same time ask fora can of Nash's ‘Toasted Coffee. Prepare both by whatever method you are accustomed to, being certain to use coffee pots, per- colatore, cups and spoons as near alike as possible. If you are accustomed to add- ing sugar and cream sec that the quantity is the same in each cup. Taste the toasted coffee. Then taste the roasted coffec. If your sense of taste is sufficiently developed you will discover that the pleasure to be derived from toasted coffec lingers longer and that the flavor itself isa finer , coffee flavor than you have ever ; tasted. Many on tasting toasted coffee for the first time are instantly conscious of a startling new flavor experience, Weighing the Flavor—The Vam Cleve Laboratories i The Amount of Flaver In Toasted : Coffee With That Of Roasted Coffee weap macho eee eed a pencil mark on a piece of paper. weigh the amount of flavor producing of the same size of exactly the same ‘The scale showed that when the coffee a woes cepennnna se coffee, toasted and were used by was toasted by the new Nash process, 35.7% more of the aromatic -‘svor producing oils were retained than when the coffee was roasted, VAN CLEVE LABORATORIES '8© CH! AND ASSAYERS fash Coffee Company, Mas Apolie,Minnesotas Contlenen; We Lave investigated the chemistry of coffee and nate found it to be an established fect that the fievor and arema of, Poneted coffees is due to the fora sou,during roastiagsef an oily substance knows as “Ca . We have analyzed Gampios cf coffee "tonsted® by your new process and sazples of the sane green coffee “ronsted® in the ordinary wannor and find es follow; Tonsted Coftes Caffeol 9.095f Roasted Coffee ad 0.070% Ia other words,tne some coffee develoned 35.7% more eafteod eben toasted by your process than it did wen ronsted, Very truly yours, VAN CLEVE LABORATORIES ,INCy »» CIRM The Report of The Van Cleve Laboratories The Van Cleve Laboratories, a long-established, recog: nized authority, makes the above report in relation to its examination of the relative merit of the new process of tuasting coffee as compared to roasting the same cofice. Distilling To Separate The Solids From The Liquids In Coffee ‘The pleasure in acup of coffee is not in the coffee grounds but in the flavor which may be extracted from them. The Van Cleve Laboratorics distilled out all of the flavor pro» ducing oils from cqual samples of toasted and reasted coffee and then weighed the flavur in cach, Guamanreeo T Coffee 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 tasty the verdict of science that toasted coffee posecsses a rich» ness of flavor and subtly of aroma impossible to coffee prepared by old fashioned! roasting. Nash's Toasted Coffee is the only coffee toasted by the new process, and * may be identified on your grocer’s shelf by the red and gold can shown above.