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The following big increase coffee received was during prohibition in the 1920s. For the thirteen years alcohol was banned, espresso sales grew steadily. Throughout World Battle II, espresso was again a part of a serviceman’s rations. And it was during this struggle that a coffee became generally known as “a cup of Joe” - meaning it was the right drink for the typical Joe.
After the struggle in the 1950s, nearly every North American household served espresso, however little or no of it was consumed outside the home. And tender drink manufacturers were beginning to convince shoppers that caffeine could be fizzy and enjoyable, making coffee appear previous and outdated. So in 1952, the Pan-American Espresso Bureau - a corporation funded by Latin American espresso growers - made it a mission to promote out-of-house coffee sales within the U.S.
While the language of the slogan was a bit cumbersome, the concept of taking a “coffee break” caught on massive time. Inside only a few months, over 80% of North American firms had launched espresso breaks into their employee’s work schedules. That success was also aided by the introduction of the primary coffee vending machines. So popular was the thought of a “coffee break,” that unions started demanding they be written into their agreements. Laws have been put into place to guarantee staff a 10-20-minute coffee break between shifts of 4 consecutive hours, and espresso breaks became routine in kitchens across the nation. At this time, espresso is the third most consumed beverage in North America, behind water and soft drinks.
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Over 80% of North Americans drink espresso. The “espresso break” is a ritual embedded into our tradition. And it all began with a marketing concept - when a Latin-American group needed to stimulate espresso sales. Ever had orange juice with breakfast? How do you suppose that began? Approach back in 1908, there was an advertising company based in Chicago called Lord & Thomas.
It was the largest company in North America on the time, and it was run by a man named Albert D. Lasker. Lasker was in all probability probably the most fascinating promoting man who ever lived, and I actually ought to do a whole episode on him. Again in 1908, Lasker was approached by a corporation known as the California Fruit Growers Change.
It was a cooperative of citrus growers, and its largest crop was oranges. But the growers have been going through a serious downside. The market for oranges was vastly oversupplied, costs had been dropping, orange farmers were promoting at a loss and lots of have been beginning to chop down orange bushes to halt the glut. The only answer was to grow the market, so the fruit farmers requested Lasker if his agency might develop an promoting marketing campaign to promote the consumption of oranges. It was an attention-grabbing problem, as no national advertising marketing campaign at the moment had ever been developed for a perishable commodity.