A History of Coffee cover image

3) Coffee Catches Fire

A History of Coffee

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The Industrialization of Coffee Roasting

This chapter explores the transformation of coffee roasting from a domestic practice to a commercial powerhouse, highlighting marketing strategies that catered to homemakers. It examines the concentration of coffee production in the U.S. and the dramatic fluctuations in the Brazilian coffee market during the 1930s, particularly the extreme measures taken to handle oversupply. The discussion connects these historical shifts to the rise of the specialty coffee movement, revealing both progress and the inherent costs of industrialization.

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