Romance of Coffee — San Antonio Evening Express, 21 Jan 1925
The export titles itself San Antonio Express-News; the dateline on the page is Wednesday, 21 January 1925, page 7. Hoffmann-Hayman’s “Romance of Coffee” ad pairs a seventeenth-century Levant street-vendor woodcut, step-by-step Turkish pot preparation, and the tagline “We roast it—others pack it.”—a rhetorical counterpoint to the vacuum-packed can art at the foot.
Transcription
ROMANCE OF COFFEE
THEY SAT AND DRANK THEIR COFFEE IN THE STREETS.
A STREET COFFEE VENDER OF THE XVII CENTURY
“They sat and drank their coffee in the streets, would sit down upon the ground where they were served by a street coffee vender. They would drink it as hot as they could stand.”
“Street Coffee Venders in the Levant, in the Seventeenth Century, were to be seen with many customers at all times of the day.”
THE people of the Levant, when they wished to drink of their coffee, would sit down upon the ground where they were served by a street coffee vender. They would drink it as hot as they could stand, yet it rests on their lips but about little at a time, and let it go round as they sit. Coffee, having been favorably introduced, has continued ever since, without interruption.
During the early days of coffee each cup was made separately. Later, the Turks sought to improve the method by adding sugar during the boiling process. The improved Turkish recipe is as follows:
First boil the water. For two cups of the beverage add three lumps of sugar and return the boiler to the fire. Add two teaspoonfuls of powdered coffee, stirring well and let the pot boil up four times. Between each boiling the pot is to be removed from the fire and the bottom tapped gently until the froth on the top subsides. After the last boiling pour the coffee first into one cup and then the other, so as to evenly divide the froth.
We roast it—others pack it.
H and H Coffee is carefully roasted and blended. Modern science has perfected a natural beverage that for centuries past has delighted and refreshed. It is one of the refinements that civilization has demanded.
HOFFMANN-HAYMAN COFFEE COMPANY
SAN ANTONIO, TEXAS
H and H COFFEE (logo with can mark)
(If any line in the Levant paragraph disagrees with your microfilm, match the typeset page.)
Source
San Antonio Express-News (San Antonio, Tex.) (title as exported), 21 Jan 1925, p. 7. Newspapers.com page view https://www.newspapers.com/image/1270738305/ (image id 1270738305). (Accessed 27 Apr 2026.)
