Coffee Board of Kenya Monthly Bulletins July 1939

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1939
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That South Africans are drinking more and better coffee is evident from the experience of the last two years.Three years ago,however,the position was different.The following story will prove this statement.At that time a Lierman refugee, a coffee expert, went to one of the largest coffee firms in South Africa and asked for a job. He said he had dedicated his life to the promotion of coffee and would be glad it the firm could find a way to use his knowledge and experience. He obtained the following reply: "A coffee expert? The trouble is that South Africa doesn't need coffee experts. This is a nation of coffee drinkers but paradoxically the majority of the nation have never tasted pure coffee. They don't want it. For years they have been accustomed to coffee with an admixture of 15 to 25% chicory and their palates are used to this beverage. Pure coffee, as it is known on the Continent, and in the better London restaurants, is unknown to South Africa."
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Bulletin, V (55), pp. 121-140
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