The Bismarck Tribune Newspaper, February 7, 1930, Page 3

» 1 t hi n ic ; a e t. d d at 'ypical American Town Votes ‘Three To One For Toasted Coffee Grocers Make Cup For Cup Comparison; Three Out Of Four Prominent Grocer Sells Himself. Mr. Otto,Sorenson always considered coffees more or less alike. “Al coffecs look-alike, most of them smell alike, and to be frank, most of them taste . But after making the Nash cup for cup “comparison, I realize that the Nash toasting process does give a noticeably richer, deeper and smoother flavor. I instantly detected it when tasting the two coffees side by side. In other words, I sold myself! Nash’s Toasted Coffee is my largest selling coffee and now 1 understand. why my customers prefer itebecauso it has “= tnore true coffee flavor—more coffee delight in each cup.” “ Finds Reason For Nash: Popularity. 7 Mr..A. M. Malmer, proprietor of ;Malmer’s Grocery, | - after: making the, Nashcup for..cup comparison said: - YThege isa great difference in. the’ grades of ‘coffees: + but wlien.a concern selects only the very finest coffecs >, from, alliparts “at the world and then, in addition to that, * ,develojm from those coffees 35% ‘more flavor, it isn’t, Jj laed'to, understand that ‘Toasted 'Cofice isthe. ‘eats ar ee Maven Hehe ee» Ausexr LEA, MINNESOTA, is a typical Ameri- can town. It Tepresents the average Anterican com- munity. Its citizenry is a cross-section of American life. Its merchants are typical American merchants. At a dinner given recently by the Albert Lea Tribune, twenty representative grocers from this typical American town performed one of the most unusual coffee experiments ever made. _, Grocers daily handle many pounds of coffee. They have seen many brands come and go on the market. Coffee is part of their business life. One of the staples of the grocery business, most grocers take a lively interest in coffees and their flavor. The new Nash process of toasting coffee, rather than roasting, the discovery of Mr, L. K. Watrous, nationally known coffee expert, was reported in these columns some months ago to develop a richer, deep- er flavor than ever possible by old-fashioned roast- ing. It seals the sutface of the coffee berry and stops the “roasting out” of ee Shortly after, the Van’ Cleve Laboratories, food chemists, conducted a serics of analyses of coffee, toasted by the new process as compared with the same! jTwenty representative grocers from a representative. Minnesota pasty makiig the Nash (“cup for cup” comparison. These grocers were aéked to perform a test that is considered difficult even for a coffee expert—the judging of ‘two coffecs side by side. They were served two cupéof, coffee—one prepared from coffee toasted by the new Nash process, the other from the same green coffee developed by old-fashioned roasting. The cups were marked in s_way known only to the chef who prepared them. ~ Above)’ Mr. A. D. Bell, and assisting chemist, of the - Van Cleve Laboratories, ‘nationally known food chemists, waking. one. of the teste which proved to the scientific ‘sorld that coffee toasted by the new Nash process develops 435.7% mora favor than coffee roasted by. old-fashioned Minnesoti” Grocers Note Three to One For ‘Toasted “Coffee! ~~ meet the high : coffee roasted:by ordinary methods, and returned the verdict that toasted coffee has 35.7°c more flavor than roasted coffee, Science established the fact that toasted coffee develops 35.7% more flavor than roasted coffee. Would this great increase in flavor be readily notice- able to the average consumer of coffec? To determine the extent to which the additional richness of flavor would be noticeable, representative grocers from this typical American town were called together and asked io taste toasted coffee and roasted coffee side by side—without, of course, knowing which was which—and, with only their own senses of taste to guide them, indicate which of the coffees gave them the ee ae coffee flavor. sway” During the course of the dinner, the comparison between toasted and roasted coffee was made. reagan The chef made two urns of coffee—one from Nash’s Toasted Coffee (the only coffee toasted by the new process), the other from the same green coffee developed by old-fashioned roasting. The two coffees: were served the guests. One cup was placed on the tight, the other on the left, No one but the chef knew When the secret ballots were Gunes “it” was found that fifteen of the grocers present, or 75%, had voted for the coffee to the right of their plates. The a was then summoned. He announced that Nash’s Toasted Coffce was in the cups placed to the right, the roasted coffee in the cups to the left. In othcr words, Nash’s Toasted Coffee was the three to one prefcrence among those making the comparison. This comparison proves conclusively that the 35.7% more flavor that toasting develops in coffee is instantly noticeable by three out of four ordinary coffee drinkers, / s Not from One District—But from All Over the World— Come the Choice Coffees for Toasting by the New Nash Process z ‘At’ this very hour, in all parts of the world, the resources of human ingenuity are being exerted to bring to the Nash Coffee Company the choicest, rarest coffces grown. Oxen, pulling carts Joaded with the choice crops, are trudging over mountain passes. Out on the plantations men and women are picking the crops. Ship are braving the high seas. All have but a single object—to bring the Nash Coffee Company the finest coffees obtainable. ‘The Nash Coffee Company docs not rely upon one distfict alone. Climatic conditions.are bound to vary, and an,unfavorable season affects the quality. One crop from a certain district may be very fine; the next picking may be poor, For this reason, The Nash Coffe Compaay, selects its colfees from ‘all high | Kigrad coffce growing districts of the world, Yet more than 90% tested contideration’ are rejécted because they do tot demanded for Nash's Toasted Coffee. = Note Richer Flavor Of Nash’s Toasted Coffee which was the toasted coffee and which was the roasted coffee. ‘The grocers were asked to taste cach cup carefully. Between the cups was a dp of paper. On this they were to write “left” or “right,” thus indicating the position of the coffee ahiehe to them, possessed the deepest, richest and most satisfying flavor. After a few minutes of tasting, the grocers marked their ballots. Mr. S. O. Simonson, publisher of the Tribune, and Mr. L. S. Whitcomb, Postmaster, col- lected and counted the ballots. The count showed fifteen votes for the coffee on the right and five votes for the coffee on the left. The chef was then sum- moned and asked to tell which coffee was on the right and which was on the left. He said: “The toasted coffee is in the cup to the right.” Three out of four—or 755¢—of the grocers had immediately detected the richer flavor that Nash’s Toasted Coffee possesses. One grocer was heard to remark: “If-my tomers could make this same test, the only co! could sell would be Nash’s Toasted Coffee.” The Coffee That is Three to One Favorite. ‘Nash's Toasted Coffee is the only coffce toasted hy the new proces, and may now be obtained from your grocer. While there is 35.7% more flavor in a pound of Nash's Toasted Coffce, your grocer eclle it at.a price no higher than that of ordinary roasted coffees. Nach’s Toasted Coffee does not require a special method of preparation — you-prepare it just as you-do other coffces, cither in pervolators, pots or-other standard contrivances, The only differénce is in the flaver— richer, deeper, more luxt When you order Nash's Tossted Coffee from--your grocer, you are always certain of receiving intact the full measure of increazed flavor, because it is sealed’ in vacuum immediately after toasting. .