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Illustration from "Tlie Gift of Heaven" Universal Educational Coffee Film.
Universal Film for Coffee Week
<<gTRONG as death, hot as h 1 and sweet as the love
of a woman" — that was the great Duke of Talleyrand's idea of the right kind of coffee as he expressed it after one of the Napokonic battles. Charles Dicken's idea of American coffee, expressed after his memorable visit, was "a mess of slops." But since the days of Dickens and Napoleon the world, including statesmen, war heroes and authors, has learned more about coffee, good coffee, and how to make and drink it.
"Coffee Week" in the United States, by mandate of the National Coffee Roasters' Association, the Joint Coffee Trade Publicity Committee, grocery associations and the general public, has been fixed for the week of March 29 — April 4, when there will be great doings. One of the principal features of the celebration will be the exhibition in the motion picture theatres of the country of a motion picture entitled "The Gift of Heaven," especially made by Harry Levey, of the Universal's educational depaitment.
If anyone is doubtful as to what beverage has stepped into the niche vacated by King Alcohol that person can peruse a few figures just compiled from Custom House reports and judge for himself. In the last six months of 1919 every individual in the United States drank on an average of 45 more cups of coffee than he. or she drank in the last six months of 1918. The increase in coffee diinking in the United States during the last six months of 1919 over the last six months of 1918, measured in cups,
reaches the enormous total of 5,000,000,000 cups. Figuring on the basis of 110,000,000 population in the United States the average of slightly over 45 cups per person is reached.
Continuing with statistics, it is sho^v^l that the amount of coffee consumed per capita in the United States is between 12 and 13 poxmds — or 1,212,000,000 pounds a year for the whole countiy.
These figures stamp the United States as the greatest coffee drinking nation in the world. Yet how many people know whence coffee comes, the numerous processes through which it must pass before it is placed on the table? That the people of the United States might become better acquainted with their country's most popular beverage, as proved by statistics, Mr. Levey has produced a picture which takes the patrons of the theatres through the Brazilian coffee plantations and shows them in the most complete detail how coffee is grown, picked, sorted, shipped, roasted, sold and how it finally reaches the table of the consumer.
Months were spent by a corps of directors and cameramen in securing the proper scenes in South America, and weeks were consumed in the Universal's studio at Fort Lee, N. J., the Biltmore Hotel, old coffee houses throughout the country and other locations in securing other scenes for the pictures.
Interwoven throughout the picture is a romance in {Continued on page 84)