Coffee is one of the most popular drinks in the world, and a staple among many cultures. It is not known when or how coffee was discovered. However, there are many legends about its origin. We will look at the fascinating history of coffee and how it rose from its humble beginnings to becoming one of the most sought-after commodities in the world.
An Ethiopian Legend
Legend says that a goat herder named Kaldi first discovered coffee on the Ethiopian plateau. Kaldi noticed his goats became suspiciously energetic after eating berries from a certain tree, they became so energetic that they did not want to sleep at night. These were no berries that his goats were eating, these were coffee beans. Kaldi took this discovery to the abbot of the local monastery, who made a drink with the “berries” and found that it kept him alert through the long hours of evening prayer. The abbot shared this discovery with other monks at the monastery, and knowledge of the energizing “berries” began to spread.
The Arabian Peninsula
As word traveled east and coffee reached the Arabian peninsula, it began a journey that would bring these beans across the globe. Coffee cultivation and trade began on the Arabian Peninsula. By the 16th century, coffee was known in Persia, Egypt, Syria, and Turkey.
By this time, coffee was not only just enjoyed in homes, but also in the many public coffee houses that were popping up in cities across the Near East, called “qahveh khaneh.” These coffee houses become so vital to society as a place to gather, to not only enjoy coffee but engage in conversation and exchange knowledge and ideas. These coffee houses were referred to as “Schools of the Wise” because of this. As thousands of pilgrims visit the holy city of Mecca each year from all over the world, knowledge of this “Wine of Araby” began to spread.
Coffee Comes to Europe
As European travelers brought back stories of the unusual dark black beverage, hype surrounding this drink would rise and by the 17th century, coffee had made its way to Europe and became popular across the continent. Not everyone would respond favorably to this drink, some people reacted to this new beverage with suspicion or fear, marking it as “the bitter invention of Satan.” The local clergy condemned coffee when it came to Venice in 1615, and the controversy was so great that Pope Clement VIII was asked to intervene. After trying the beverage for himself, he happily gave it his stamp of approval. Coffee houses began quickly appearing in the major cities of England, Austria, France, Germany and Holland. An extension of these coffee shops would begin to appear in London, often referred to as “penny universities.” These shops would provide a cup of coffee for only a penny and encourage customers to stop by and engage in stimulating conversation. By the mid-17th century, there were over 300 coffee houses in London, which attracted like-minded patrons including merchants, shippers, brokers, and artists.
The New World
In the mid-1600s’ coffee was brought to New Amsterdam, later called New York by the British. Despite the influx of coffee houses rapidly appearing, tea continued to be the dominating favorable and superior drink in the New World, but that would soon change in 1773. When the colonists revolted against a heavy tax on tea, known as the Boston Tea Party, the result would forever change the American drinking preference for coffee.
Coffee Marketing: 1900s
By 1940, the United States would import 70 percent of the world’s coffee. By 1942 Maxwell House instant coffee would be selected to fill the ration kits of American soldiers departing for World War II. During this time coffee was rationed among U.S. civilians to prevent hoarding. But even with limited caffeine, these determined Americans would continue to drink their coffee. Maxwell would be marketed as the official Coffee beverage of the U.S. military and “America’s” drink. In 1972 a groundbreaking moment in coffee history would unfold. The first automatic drip home coffee maker - with the formal name of “Mr.Coffee” was introduced by Vincent Marotta. The legendary baseball hall of famer, Joe DiMaggio would advertise these coffee makers on TV to the masses, and by the late 1970’s, over 40,000 units a day were sold.
History of Starbucks
Alfred Peet had a particular style of roasting coffee beans. After sharing his techniques with his three buddies, Jerry Baldwin, Zev Siegl, and Gordon Bowker, the trio would start their own coffee store in Seattle. In 1971 Starbucks opened the doors to their first store. For the first year, they would sell coffee beans roasted by Alfred Peet, however soon after they would acquire their own roaster and started roasting their own. Starbucks at this time would only sell one thing: Freshly roasted coffee beans. No brewed drinks. In 1982, Howard Schultz was hired as the Director of Marketing. He would travel to Italy where he would see firsthand how much money could be made in the beverage business and made many attempts to Starbucks’ owners to consider including this into their business model to no avail. However, in 1987 Howard Schultz would make the Starbucks owners an offer they couldn't refuse. For $3.8 million, Schultz purchased Starbucks. By the 1990s Starbucks would open a new store every workday, a pace that continued into the 2000s. Schultz had a mission to place a Starbucks in every country, on every corner, putting the local coffee shops out of business. But Starbucks would soon lose sight of what made them special. Starbucks would fill their stores with pre-ground coffee taking away the freshness that they were once known for. In 2008 this would change, and Starbucks would only offer whole beans, ground fresh once again in every store.
Coffee is the world’s most popular beverage, we consume nearly 400 billion cups each year, nearly 400 million cups a day. Coffee is second only to oil as the most traded commodity. From the forests of Ethiopia to Taverns to Coffee Houses, the global history of coffee is filled with rich characters and stories that show just how incredible of a journey the coffee bean has had. From its humble beginnings to the global phenomenon that it has become.
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Meet the Author
Erik Rudolph
Marketing Assistant Student Worker
Erik is a senior advertising student with a minor in communications, he also is a part of the MSJ 4+1 program at WVU. He is currently the marketing assistant student worker for the WVU Marketing Communications Graduate Programs. Erik loves the sport of boxing and works closely with a local boxing promotion in Morgantown, Real Fight Promotions, as a color commentator and a social media manager.
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