WEBVTT

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DEAN CYCON: AMERICA,
TORCH BEARER OF DEMOCRACY

00:00:17.500 --> 00:00:20.800
IN THE WESTERN WORLD.

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AND HOW FITTING THAT
THIS NATION RAISED ON

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REVOLUTIONARY EXPECTATIONS
OF EQUALITY SHOULD TAKE THE

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MOST DEMOCRATIC OF
ALL BEVERAGES TO HEART.

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JUDITH JONES: JOE!

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DEAN CYCON: JOE!

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THE COMMON MAN'S NAME FOR
THE DUTCH 17TH CENTURY TRADERS

00:00:38.733 --> 00:00:41.600
NAME FOR MY
FAVORITE BREW...

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COFFEE!

00:00:47.833 --> 00:00:50.500
JUDITH JONES: COFFEE IS AN
ETHIOPIAN FRUIT FIRST DRUNK

00:00:50.500 --> 00:00:52.833
BY CHRISTIAN ABBOTTS
AND MUSLIM SUFIS FROM THE

00:00:52.833 --> 00:00:54.433
10TH CENTURY ONWARDS.

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AN AUSPICIOUS SIGN IF EVER
THERE WAS ONE THAT THIS WAS

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GOING TO BE THE DRINK THAT
WOULD BREAK ALL BOUNDARIES...

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RELIGIOUS, SOCIAL,
POLITICAL AND ECONOMIC.

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DEAN CYCON: COFFEE IS
THE LIFE BLOOD OF FARMERS

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THROUGHOUT ASIA,
AFRICA AND LATIN AMERICA.

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THE DAILY CUP OF
ARISTOCRATS, HIPSTERS,

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THE WORKING MAN AND WOMAN.

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EVERYBODY'S BEEN CAPTIVATED
BY ITS AROMATIC CHARMS

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AND ITS SLIGHTLY
BITTER PLEASURES.

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YEAH, JOE'S BECOME A
WORLDWIDE PHENOMENON

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EMPLOYING TENS OF MILLIONS
OF PEOPLE AROUND THE GLOBE

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AND RAINING MANNA FROM
HEAVEN ON SMALL COFFEE

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ROASTERS AND LARGE
CORPORATIONS ALIKE.

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JUDITH JONES: OH YES,
COFFEE IS THE LARGEST TRADING

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COMMODITY IN THE
WORLD AFTER OIL,

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ITS A $40 BILLION INDUSTRY,
380 MILLION CUPS ARE BOUGHT

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BY AMERICANS EVERY DAY.

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DEAN CYCON: A SYMBOL OF
OUR REVOLUTION AGAINST THE

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TEA TAXING BRITS, THIS IS
THE DRINK THAT DEFINES AMERICA.

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I'M DEAN CYCON...

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COFFEE ROASTER AND
SOCIAL ENTREPRENEUR.

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JUDITH JONES: AND
I'M JUDITH JONES,

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GOURMET TRAVELISTA
AND ROVING REPORTER.

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AND TOGETHER WE'RE GOING
TO TELL YOU THE STORY OF HOW

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COFFEE CONQUERED AMERICA.

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DEAN CYCON: OR HOW
AMERICA CONQUERED COFFEE.

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♪<i>[THEME MUSIC PLAYS]</i>♪

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♪ ♪

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GOOD MORNING AMERICA!

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&nbsp;<i>[GROANS]</i>

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OKAY, FIRST THE BAD NEWS...

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COFFEE WAS NOT BORN HERE.

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NOPE, THE STORY OF JOE
BEGINS IN A LAND FAR, FAR AWAY

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IN THE HIGHLANDS OF KAFFA
THAT WE NOW KNOW AS ETHIOPIA.

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I'VE BEEN ROASTING COFFEE
AND WORKING DIRECTLY IN THE

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COFFEE VILLAGES FOR OVER
20 YEARS AND I'VE ALWAYS

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HEARD THIS
STORY ABOUT KALDI,

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THE ETHIOPIAN GOATHERD
WHO FIRST DISCOVERED COFFEE.

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KALDI'S WATCHING HIS
GOATS WHILE THEY MUNCH ON

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THE GREEN LEAVES AND RED
CHERRIES OF A COFFEE PLANT.

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WELL, THE GOATS
START TO GET EXCITED,

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THEY START TO PRANCE,

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THEY START TO
SHUCK AND TO JIVE.

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KALDI WATCHES THIS, HE
GOES HOME AND LATER THAT

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NIGHT A CURIOUS KALDI
TRIES SOME OF THE BERRIES.

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HE SEES A VISION OF
THE ANGEL GABRIEL.

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HE GETS REALLY EXCITED,
SOMETHING THAT PLEASED HIS WIFE,

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OR WAS IT THE GOATS?

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I DON'T REMEMBER THE STORY.

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BUT ANYWAY, KALDI TAKES THE
BEANS TO THE LOCAL MONASTERY

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TO SEE THE ABBOT.

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THE ABBOT TAKES A
HANDFUL OF THESE BEANS,

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CHEWS ON THEM AND SPITS OUT
THE BITTER FRUIT INTO THE FIRE

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SHOUTING, "PAH,
THE DEVILS FRUIT."

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AH, BUT THEN OUT OF THE
FIRE COMES THE ALLURING AROMA

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OF ROASTED COFFEE.

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MUCH TOO IRRESISTIBLE
EVEN FOR AN ABBOT.

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SO WAS BORN OUR
MODERN COFFEE.

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IT'S AN APOCRYPHAL TALE
WRITTEN IN THE 16TH CENTURY,

00:04:11.800 --> 00:04:16.100
BUT ITS ROMANTICISM HAS STUCK
AND ONE THING'S FOR SURE...

00:04:16.100 --> 00:04:19.233
COFFEE IS STILL
GROWN IN ETHIOPIA.

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WE'VE HEARD ALL THESE
STORIES ABOUT DANCING GOATS

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AND DRUNKEN MONKS AND
VISIONS OF ANGEL GABRIEL.

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BUT WHAT'S THE
REAL STORY OF COFFEE,

00:04:30.400 --> 00:04:34.466
WHERE DID IT START
AND WHO FIRST FOUND IT?

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MARK PENDERGRAST: IT WAS
THE ETHIOPIANS WE THINK,

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AND IT WAS PROBABLY IN
THE RANGE OF THE 800 AD'S,

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THAT WAS WHEN SOMEONE
FIRST WROTE ABOUT COFFEE.

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THEY DIDN'T ACTUALLY BREW
IT UNTIL CENTURIES LATER,

00:04:48.866 --> 00:04:53.500
BUT WE THINK ARABICA
COFFEE WAS FIRST RECOGNIZED

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AS A SPECIAL TREE
SOMETIME BEFORE 1000 AD,

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A LONG TIME AGO.

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DEAN CYCON: SOMEHOW THAT BERRY
BECOMES ULTIMATELY A DRINK.

00:05:05.766 --> 00:05:07.733
WHAT HAPPENED THERE,
HOW DID THAT HAPPEN?

00:05:07.733 --> 00:05:10.166
MARK PENDERGRAST:
IT'S A BERRY FROM A TREE...

00:05:10.166 --> 00:05:12.400
THE LEAVES HAVE
CAFFEINE IN IT,

00:05:12.400 --> 00:05:16.200
THE FRUIT HAS CAFFEINE
IN IT AND THE SEED ITSELF

00:05:16.200 --> 00:05:18.733
HAS CAFFEINE IN IT
BUT THE SEED IS REALLY HARD.

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IT CERTAINLY WASN'T CONSUMED
AS THE COFFEE WE KNOW TODAY,

00:05:21.866 --> 00:05:23.200
RIGHT AWAY.

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THEY USED THE LEAF AND
THEY WOULD DRY IT AND MAKE

00:05:26.900 --> 00:05:28.966
A LITTLE TEA OUT OF IT.

00:05:28.966 --> 00:05:31.600
THEY WOULD USE THE FRUIT
WHICH WAS EASY TO TAKE OFF

00:05:31.600 --> 00:05:34.566
AND THEY WOULD DRY IT
AND AGAIN BREW IT AS A

00:05:34.566 --> 00:05:36.566
KIND OF FRUIT DRINK...

00:05:36.566 --> 00:05:38.500
THE FIRST ENERGY DRINK.

00:05:38.500 --> 00:05:42.633
THEY WOULD GRIND
UP THE GREEN BEAN,

00:05:42.633 --> 00:05:45.566
PUT IT WITH ANIMAL FAT AND
TAKE IT TRAVELING WITH THEM

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AS, SORT OF, AN
ENERGY BAR IF YOU WILL.

00:05:49.333 --> 00:05:55.233
BUT IT WASN'T UNTIL SOMETIME
IN THE 1400'S THAT SOMEBODY

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FIGURED OUT TO
ROAST THAT GREEN BEAN,

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GRIND IT UP, PUT IT IN
HOT WATER AND MAKE COFFEE

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THEY WAY THAT
WE KNOW IT TODAY.

00:06:05.700 --> 00:06:10.433
IN ETHIOPIA THEY DEVELOPED A
RITUAL OF ROASTING THE BEANS

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ON KIND OF A BIG FLAT WOK
OVER A BED OF COALS AND THEY

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WOULD DO IT WHILE EVERYONE
WAS GATHERED AROUND AND

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YOU COULD SMELL
THE AROMA OF IT.

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THEY WOULD THEN GRIND IT
IN A MORTAR AND PESTLE AND

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THEY WOULD BREW IT
WITH A FEW SPICES OFTEN AND

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THEY WOULD GIVE ONE CUP
TO YOU AND THEN A SECOND AND

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THEN A THIRD.

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IT WAS ALL VERY
TRADITIONAL AND CEREMONIAL.

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IT WAS WHAT YOU
SOCIALIZED OVER,

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AND IT'S QUITE AN
ELABORATE AND REMAINS,

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QUITE AN ELABORATE CEREMONY.

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DEAN CYCON:
AMERICAN-PRODUCED COFFEE IS

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GROWN ON UNCLE SAM'S
BIG ISLAND OF HAWAII ON

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THE KONA COAST.

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THE COFFEE HERE GROWS IN AN
IDEAL CLIMATE AND ENVIRONMENT,

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ALONG A 20 MILE CORRIDOR ON
THE SLOPES OF MOUNT HUALALAI.

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COFFEE GROWS IN A BELT 30
DEGREES NORTH AND SOUTH OF

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THE EQUATOR BETWEEN THE
TROPIC OF CANCER AND TROPIC

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OF CAPRICORN ALL
AROUND THE WORLD.

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COFFEE REQUIRES ALTITUDE
TO SUCCESSFULLY GROW A

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HIGH QUALITY BEAN.

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IT'S GENERALLY BEST
SOMEWHERE BETWEEN

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3,000-6,000 FEET
ABOVE SEA LEVEL.

00:07:21.000 --> 00:07:24.200
COFFEE REQUIRES SHADE
TO LOCK IN THE FLAVOR AT THE

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END OF THE DAY.

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BUT HERE ALL THE
RULES ARE BROKEN.

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HERE THE HIGHEST ALTITUDE
IS ONLY ABOUT 1,500 FEET.

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THAT'S NOT VERY HIGH
FOR QUALITY COFFEE.

00:07:34.433 --> 00:07:37.100
ALSO THERE'S NO SHADE...

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HOW DOES GOOD QUALITY
COFFEE GROW WITHOUT SHADE?

00:07:40.500 --> 00:07:44.900
WELL HERE IN KONA THE
HEAT OF THE DAY RISES AND

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IT SUCKS IN ALL THE
MOISTURE OFF THE VOLCANO

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CREATING CLOUDS THAT
COVER THE COFFEE PLANTS.

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ALSO HERE THE SOIL IS
NURTURED BY THE VOLCANO

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MAUNA LOA CREATING
RICH DEEP MINERAL SOIL...

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BEAUTIFUL STUFF.

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THESE ARE THE
CHARACTERISTICS THAT MAKE

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QUALITY KONA COFFEE.

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SILVEDIO, CAN YOU
SHOW US WHAT'S INSIDE

00:08:16.066 --> 00:08:17.400
THIS COFFEE CHERRY?

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SILVEDIO: SURE.

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DEAN CYCON: OKAY, SO WE'VE
GOT THE FRUIT AND INSIDE ARE

00:08:25.066 --> 00:08:26.533
THE TWO CHERRIES.

00:08:26.533 --> 00:08:30.133
THE FRUIT IS ACTUALLY
VERY VERY SWEET ALTHOUGH YOU

00:08:30.133 --> 00:08:31.966
REALLY DON'T WANT TO EAT IT.

00:08:31.966 --> 00:08:35.300
INSIDE THE CHERRY ARE THE
TWO BEANS WHICH ONCE WASHED

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AND DRIED WILL BECOME A
COFFEE BEAN READY FOR ROASTING.

00:08:44.200 --> 00:08:46.633
THERE ARE TWO TYPES OF
COFFEE IN THE WORLD...

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ARABICA AND ROBUSTA.

00:08:48.633 --> 00:08:51.500
ARABICA GROWS ON THE
HIGHEST ELEVATIONS AND

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THE HIGHEST ELEVATION
MEANS THE HIGHEST QUALITY.

00:08:54.266 --> 00:08:57.266
ROBUSTA GROWS ON LOWER
SLOPES AND IS GENERALLY USED

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AS FILLER FOR
COMMERCIAL COFFEE,

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NOT SPECIALITY COFFEE.

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BY THE 15TH CENTURY COFFEE
HAD CROSSED THE RED SEA TO

00:09:07.766 --> 00:09:11.166
THE PORT OF MOCHA, IN YEMEN,
WHERE IT BECAME THE NECTAR

00:09:11.166 --> 00:09:14.000
OF ARABIC PEOPLES.

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LET ME SHARE
SOMETHING WITH YOU...

00:09:16.033 --> 00:09:20.066
THE MONUMENTAL EXPANSION OF
ISLAMIC PEOPLES FROM ARABIA

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SINCE THE 7TH CENTURY
GUARANTEED THAT COFFEE WOULD

00:09:23.266 --> 00:09:26.133
SPREAD AROUND THE WORLD
HUNDREDS OF YEARS BEFORE THE

00:09:26.133 --> 00:09:28.733
EUROPEANS EVEN
KNEW ABOUT IT.

00:09:28.733 --> 00:09:31.400
THE ARABS LOVED IT AND
TOOK TO IT IMMEDIATELY.

00:09:31.400 --> 00:09:34.633
IT IS SAID THAT EVEN THE
PROPHET MUHAMMAD PRAISED THE

00:09:34.633 --> 00:09:38.466
STIMULATING POWERS OF COFFEE
TO FURTHER AND STRENGTHEN

00:09:38.466 --> 00:09:41.800
THE HOURS OF PRAYER.

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AND IT WAS THE SUFI MONKS,
LIKE THE CHRISTIAN ABBOTS IN

00:09:44.533 --> 00:09:47.500
ETHIOPIA BEFORE THEM,
WHO FIRST DRANK COFFEE

00:09:47.500 --> 00:09:50.400
FOR THAT PURPOSE.

00:09:50.400 --> 00:09:52.500
COFFEE HAD BECOME
THE PRESERVE OF THE

00:09:52.500 --> 00:09:54.066
ARABIAN PENINSULA.

00:09:54.066 --> 00:09:56.966
BY THE 15TH CENTURY ARABS
WERE ALREADY ROASTING AND

00:09:56.966 --> 00:09:58.766
BOILING THE BEAN.

00:09:58.766 --> 00:10:03.666
COFFEE HAD BECOME A
RECOGNIZABLE DRINK.

00:10:03.666 --> 00:10:06.066
&nbsp;<i>[SPEAKING FOREIGN LANGUAGE]</i>

00:10:09.533 --> 00:10:14.000
THEY CALLED IT
THE WINE OF ARABY.

00:10:14.000 --> 00:10:16.866
BUT LET'S NOT FORGET,
THIS IS AN ADDICTIVE DRINK.

00:10:16.866 --> 00:10:21.433
BEFORE YOU COULD SAY ARABICA
IT WAS ALREADY BEING SOLD BY

00:10:21.433 --> 00:10:26.333
VENDORS IN THE
STREETS AND IN THE SOUKS.

00:10:26.333 --> 00:10:28.566
AND WHERE PEOPLE MEET
AND DRINK A BEVERAGE THAT

00:10:28.566 --> 00:10:29.733
ALERTS THE MIND,

00:10:29.733 --> 00:10:31.533
THEY TEND TO
SPEAK THEIR MIND.

00:10:31.533 --> 00:10:33.700
&nbsp;<i>[SPEAKING FOREIGN LANGUAGE]</i>

00:10:33.700 --> 00:10:36.400
NO, NO, I WASN'T
TALKING ABOUT THE COFFEE.

00:10:36.400 --> 00:10:38.800
I LOVE THE COFFEE.

00:10:38.800 --> 00:10:41.633
COFFEE HOUSES WERE
BEGINNING TO BECOME PLACES

00:10:41.633 --> 00:10:45.800
WHERE DISCONTENT WAS SPREAD
AND RADICAL IDEAS WOULD EMERGE.

00:10:45.800 --> 00:10:49.400
IN MECCA COFFEE HOUSES
SERVED FLOCKS OF PILGRIMS

00:10:49.400 --> 00:10:52.400
AND THE WINE OF ARABY
RALLIED PEOPLE AGAINST THE

00:10:52.400 --> 00:10:54.233
AGENTS OF AUTHORITY.

00:10:54.233 --> 00:10:58.033
&nbsp;<i>[SPEAKING FOREIGN LANGUAGE]</i>

00:10:58.033 --> 00:11:00.966
MARK PENDERGRAST: BY 1511
THERE WERE COFFEE HOUSES

00:11:00.966 --> 00:11:05.033
ALL OVER YEMEN,
THERE WAS ONE IN MECCA.

00:11:05.033 --> 00:11:08.866
AND THE GOVERNOR OF MECCA
WAS NAMED KHAIR BEY AND HE

00:11:08.866 --> 00:11:12.733
DIDN'T LIKE THE COFFEE HOUSE
BECAUSE PEOPLE WOULD BEGIN

00:11:12.733 --> 00:11:18.433
TO THINK MORE REBELLIOUSLY
UNDER THE INFLUENCE OF COFFEE.

00:11:18.433 --> 00:11:22.200
SO THEY WROTE SATIRICAL
VERSES MAKING FUN OF HIM SO

00:11:22.200 --> 00:11:25.400
HE CLOSED THE COFFEE HOUSES
AND SAID THAT COFFEE WAS BAD

00:11:25.400 --> 00:11:28.800
FOR YOU AND YOU
SHOULDN'T DRINK IT.

00:11:28.800 --> 00:11:31.033
THE PEOPLE HATED THIS.

00:11:31.033 --> 00:11:35.000
THEY GOT THE
CAIRO SULTAN TO SAY,

00:11:35.000 --> 00:11:36.966
"NO, YOU HAVE TO
REOPEN THE COFFEE HOUSE."

00:11:36.966 --> 00:11:39.800
THAT WAS THE FIRST TIME
THAT, AS FAR AS I KNOW,

00:11:39.800 --> 00:11:45.700
THAT COFFEE HOUSES WERE
CLOSED, BUT NOT THE LAST.

00:11:45.700 --> 00:11:47.866
DEAN CYCON: YOU KNOW,
IT SEEMS TO ME THAT BY

00:11:47.866 --> 00:11:50.733
THIS TIME COFFEE HAD
BECOME DEMOCRATIZED AS MORE

00:11:50.733 --> 00:11:52.666
PEOPLE BEGAN TO CONSUME IT,

00:11:52.666 --> 00:11:55.066
COFFEE BECAME MORE
THAN JUST A DRINK,

00:11:55.066 --> 00:11:57.333
IT BECAME PART
OF THE CULTURE.

00:11:57.333 --> 00:12:00.600
IN 1538 THE OTTOMAN EMPIRE,
UNDER THE RULE OF IT'S

00:12:00.600 --> 00:12:03.733
OMNISCIENT SULTAN
SULEIMAN THE MAGNIFICENT,

00:12:03.733 --> 00:12:06.233
OCCUPIED YEMEN,
IN IT'S BID TO SMASH

00:12:06.233 --> 00:12:10.466
PORTUGAL'S COMMERCIAL
STRANGLEHOLD IN THE RED SEA.

00:12:10.466 --> 00:12:13.666
ONCE COFFEE WAS ESTABLISHED ON
THE SHORES OF THE MEDITERRANEAN,

00:12:13.666 --> 00:12:16.200
IT BECAME THE PROPERTY OF
VENETIAN MERCHANTS WHO WERE

00:12:16.200 --> 00:12:19.700
THE MASTERS OF THIS SEA
FROM THE 14TH CENTURY.

00:12:19.700 --> 00:12:22.600
JUDITH MEETS HISTORIAN
JONATHAN MORRIS IN LONDON

00:12:22.600 --> 00:12:24.666
TO PICK UP THE STORY.

00:12:24.666 --> 00:12:26.666
PROFESSOR MORRIS: THE
MERCHANTS FROM TURKEY,

00:12:26.666 --> 00:12:29.200
FROM THE OTTOMAN EMPIRE,
STARTED TAKING COFFEE WITH

00:12:29.200 --> 00:12:31.800
THEM ON THEIR TRIPS
OVER TO PARTICULARLY THEIR

00:12:31.800 --> 00:12:33.466
FIRST TRADING PORT, VENICE.

00:12:33.466 --> 00:12:36.200
SO BY THE 1570'S WE KNOW
THAT COFFEE IS BEING BROUGHT

00:12:36.200 --> 00:12:39.266
INTO VENICE, REALLY, KIND OF,
FOR THE MERCHANTS OWN USE.

00:12:39.266 --> 00:12:41.333
WHAT HAPPENS AFTER THAT
IS OF COURSE THE EUROPEAN

00:12:41.333 --> 00:12:43.600
COUNTRIES ARE LIMITED
IN HOW MUCH COFFEE THEY

00:12:43.600 --> 00:12:46.533
CAN BRING IN BECAUSE IT'S
ONLY BEING GROWN IN YEMEN.

00:12:46.533 --> 00:12:49.900
SO THEY START TRYING TO
GET HOLD OF COFFEE SEEDS AND

00:12:49.900 --> 00:12:51.266
TRYING TO GROW
THEM ELSEWHERE.

00:12:51.266 --> 00:12:53.166
THE FIRST PEOPLE TO DO THIS
ARE THE DUTCH WHO TAKE THEM

00:12:53.166 --> 00:12:56.733
OUT TO THE ISLAND OF JAVA IN
INDONESIA AND START BRINGING

00:12:56.733 --> 00:12:58.533
COFFEE BACK FROM JAVA.

00:12:58.533 --> 00:13:02.266
SO BY 1720'S, JAVA IS NOW
PRODUCING THE MOST COFFEE IN

00:13:02.266 --> 00:13:03.600
THE WORLD IF YOU LIKE.

00:13:03.600 --> 00:13:06.066
BUT VERY SHORTLY AFTER
THAT IT'S THE FRENCH.

00:13:06.066 --> 00:13:09.600
BUT THERE'S A FAMOUS STORY
ABOUT A FRENCH NAVAL OFFICER

00:13:09.600 --> 00:13:12.266
CALLED DE CLERK, WHO TAKES
HIS LITTLE COFFEE SEED AND

00:13:12.266 --> 00:13:15.666
LITTLE GLASS CABINET WITH
HIM ON A TRIP ON THE OCEAN,

00:13:15.666 --> 00:13:18.866
AND HE'S SHARING HIS WATER
RATION WITH HIS COFFEE SEED,

00:13:18.866 --> 00:13:21.800
AND TAKES IT TO MARTINIQUE
AND PLANTS IT IN MARTINIQUE.

00:13:21.800 --> 00:13:25.733
BY THE 18TH CENTURY,
FRANCE IS THE LEADING

00:13:25.733 --> 00:13:27.000
GROWER OF COFFEE...

00:13:27.000 --> 00:13:29.566
THE FRENCH COLONIES
AND FRANCE IS THE LEADING

00:13:29.566 --> 00:13:30.966
CONSUMER OF COFFEE.

00:13:30.966 --> 00:13:34.833
THE NEXT STAGE THAT WE SEE
IS, KIND OF, THE SPREAD OF

00:13:34.833 --> 00:13:36.566
COFFEE HOUSES
THROUGHOUT EUROPE.

00:13:36.566 --> 00:13:38.866
IN VIENNA THE BLUEBOTTLE
COFFEE HOUSE IS SET UP BY A

00:13:38.866 --> 00:13:40.533
GUY WITH THE NAME CALITSKI.

00:13:40.533 --> 00:13:42.566
AND CALITSKI IS SUPPOSED
TO HAVE ACTUALLY MIXED

00:13:42.566 --> 00:13:44.666
MILK WITH COFFEE
FOR THE FIRST TIME,

00:13:44.666 --> 00:13:46.766
SO HE'S RESPONSIBLE
FOR A LOT OF WHAT WE SEE AS

00:13:46.766 --> 00:13:49.900
EUROPEAN COFFEE CULTURE.

00:13:52.333 --> 00:13:54.466
JUDITH JONES: THE POPULARITY
OF COFFEE SPREAD THROUGHOUT

00:13:54.466 --> 00:13:57.800
EUROPE TO SUCH AN EXTENT
THAT DURING THE 17TH AND

00:13:57.800 --> 00:14:01.466
18TH CENTURIES, THERE WAS
MORE THAN 300 COFFEE HOUSES

00:14:01.466 --> 00:14:02.933
IN LONDON.

00:14:02.933 --> 00:14:05.266
NOW, THE COFFEE HOUSES
WERE NOTHING LIKE THE TRENDY

00:14:05.266 --> 00:14:07.333
CAFES WE HAVE TODAY.

00:14:07.333 --> 00:14:10.266
NO, A TRUE COFFEE
HOUSE WAS CROWDED,

00:14:10.266 --> 00:14:14.333
FEISTY, SMOKEY, SMELLY,
CELEBRATED AND CONDEMNED.

00:14:14.333 --> 00:14:16.900
AND IT WAS IN THE COFFEE
HOUSES OF LONDON WHERE THE

00:14:16.900 --> 00:14:18.633
CUSTOM OF TIPPING BEGAN.

00:14:18.633 --> 00:14:21.466
CUSTOMERS WOULD PUT
MONEY INTO A TIN LABELLED

00:14:21.466 --> 00:14:23.266
"TO INSURE PROMPT SERVICE."

00:14:23.266 --> 00:14:26.600
HENCE, TIPS.

00:14:26.600 --> 00:14:29.433
DR. MATTHEW GREEN IS A
HISTORIAN AND BROADCASTER

00:14:29.433 --> 00:14:32.000
WHO CONDUCTS CRITICALLY
ACCLAIMED COFFEE HOUSE TOURS

00:14:32.000 --> 00:14:35.200
OF 17TH AND
18TH-CENTURY LONDON.

00:14:35.200 --> 00:14:37.366
HE'S AGREED TO GIVE ME AN
INSIGHT INTO SOME OF THE

00:14:37.366 --> 00:14:39.500
FAMOUS COFFEE HOUSES
THAT ONCE DOMINATED THE

00:14:39.500 --> 00:14:42.666
HEART OF THE CITY.

00:14:42.666 --> 00:14:45.033
MATTHEW GREEN: SO JUDITH,
THIS IS THE SPOT WHERE

00:14:45.033 --> 00:14:47.033
COFFEE WAS FIRST
SOLD TO THE PUBLIC,

00:14:47.033 --> 00:14:49.933
AND AS YOU CAN SEE THERE'S A
BLUE PLAQUE MARKING THE SITE.

00:14:49.933 --> 00:14:52.900
WHAT YOU HAD HERE
WASN'T A KIND OF HOUSE,

00:14:52.900 --> 00:14:54.766
BUT SOMETHING THAT LOOKED
MORE LIKE A POPUP TODAY.

00:14:54.766 --> 00:14:56.166
IT WAS A FLIMSY,
WOODEN SHACK.

00:14:56.166 --> 00:14:59.066
IT WAS OFTEN ON SMOKE
AND SOMETIMES ON FIRE,

00:14:59.066 --> 00:15:02.066
AND IT WAS ON WHEELS, AND IT
WAS OPENED BY THIS MAN HERE,

00:15:02.066 --> 00:15:03.700
PASQUA ROSEE.

00:15:03.700 --> 00:15:07.200
HE WAS ACTUALLY AN ECCENTRIC
GREEK WHO SPENT MOST OF HIS

00:15:07.200 --> 00:15:09.666
WORKING LIFE IN TURKEY
AS A SERVANT TO BRITISH

00:15:09.666 --> 00:15:11.466
LEVANT MERCHANTS.

00:15:11.466 --> 00:15:13.533
IT WAS SAID THAT PASQUA
BREWED THE FINEST COFFEE IN

00:15:13.533 --> 00:15:14.966
WHOLE OF THE OTTOMAN EMPIRE.

00:15:14.966 --> 00:15:16.833
BLACK AS HELL,
STRONG AS DEATH,

00:15:16.833 --> 00:15:18.266
SWEET AS LOVE.

00:15:18.266 --> 00:15:21.333
NO WONDER THAN THAT HIS
BOSS BECAME ADDICTED TO IT,

00:15:21.333 --> 00:15:23.566
AND WHEN HE RETURNED TO
LONDON IN 1652 HE BROUGHT

00:15:23.566 --> 00:15:26.500
NOT ONLY A SERVANT, BUT
THE BITTER MOHAMMED GROOL

00:15:26.500 --> 00:15:28.733
AS IT BECAME TO BE
KNOWN BACK WITH HIM.

00:15:28.733 --> 00:15:30.833
AND SO THIS IS WHERE
THE REVOLUTION BEGAN.

00:15:30.833 --> 00:15:34.166
AND TO EVERYONE'S SURPRISE,
COFFEE BECAME A SMASH HIT.

00:15:34.166 --> 00:15:36.033
WITHIN A MATTER OF
MONTHS HE WAS SELLING OVER

00:15:36.033 --> 00:15:40.166
600 DISHES A DAY.

00:15:40.166 --> 00:15:43.100
SO, THIS IS THE
SIMPSONS CHOP HOUSE,

00:15:43.100 --> 00:15:45.700
BUT IT BEGAN LIFE AS A
COFFEE HOUSE BACK IN THE

00:15:45.700 --> 00:15:49.933
17TH CENTURY AND INSIDE
PLACES LIKE THESE THEY DRANK

00:15:49.933 --> 00:15:51.900
A DRINK LIKE THIS...

00:15:51.900 --> 00:15:54.733
SO WOULD YOU LIKE TO TRY
SOME AUTHENTICALLY BREWED

00:15:54.733 --> 00:15:57.533
20TH CENTURY COFFEE?

00:15:57.533 --> 00:15:59.100
I'LL POUR SOME OUT.

00:15:59.100 --> 00:16:01.833
IT'S GOING TO BE A BIT
OF A SHOCK TO THE SYSTEM.

00:16:01.833 --> 00:16:03.066
JUDITH JONES: OH
THAT LOOKS QUITE THICK.

00:16:03.066 --> 00:16:04.266
MATTHEW GREEN:
IT'S VERY THICK,

00:16:04.266 --> 00:16:05.966
IT'S VERY GRITTY.

00:16:05.966 --> 00:16:07.300
JUDITH JONES: IT
SMELLS SO STRONG,

00:16:07.300 --> 00:16:08.200
EVEN FROM HERE.

00:16:08.200 --> 00:16:12.200
OKAY, AH.

00:16:12.200 --> 00:16:14.366
MATTHEW GREEN: YOU'RE
GRIMACING, IT'S DISGUSTING.

00:16:14.366 --> 00:16:16.466
AND THAT'S NOT JUST THE
CASE THAT YOUR TASTE BUDS

00:16:16.466 --> 00:16:18.300
ARE MORE REFINED,
PEOPLE AT THE TIME FOUND IT

00:16:18.300 --> 00:16:20.200
DISGUSTING AS WELL.

00:16:20.200 --> 00:16:23.400
IT WAS COMMONLY REFERRED
TO AS OIL, INK, SOOT, MUD,

00:16:23.400 --> 00:16:25.466
AND MOST COMMONLY
JUST EXCREMENT.

00:16:25.466 --> 00:16:27.466
ONE EARLY SAMPLER
SAID IT REMINDED HIM OF A

00:16:27.466 --> 00:16:30.533
SYRUP OF SOOT AND
ESSENCE OF OLD SHOES.

00:16:30.533 --> 00:16:33.733
SO IT WAS A VILE DRINK,
BUT WHAT PEOPLE DID LIKE

00:16:33.733 --> 00:16:35.466
WAS THE WAY THAT
IT SOBERED THEM UP.

00:16:35.466 --> 00:16:38.233
BECAUSE UNTIL THE ARRIVAL
OF THIS DRINK MOST PEOPLE

00:16:38.233 --> 00:16:41.400
WERE EITHER SLIGHTLY OR
VERY DRUNK ALL DAY LONG.

00:16:41.400 --> 00:16:43.600
NOT BECAUSE WE WERE A
NATION OF ALCOHOLICS BUT

00:16:43.600 --> 00:16:45.633
SIMPLY BECAUSE PEOPLE
COULDN'T DRINK THE RIVER WATER

00:16:45.633 --> 00:16:47.233
BECAUSE IT WAS SO POLLUTED.

00:16:47.233 --> 00:16:50.066
SO THE ARRIVAL OF COFFEE
TRIGGERED A DAWN OF SOBRIETY

00:16:50.066 --> 00:16:51.966
THAT LAYS THE FOUNDATIONS
FOR SPECTACULAR ECONOMIC

00:16:51.966 --> 00:16:55.133
GROWTH IN THE DECADES
THAT FOLLOW AS PEOPLE THINK

00:16:55.133 --> 00:16:57.333
FOR THE FIRST
TIME IN THEIR HISTORY.

00:16:57.333 --> 00:16:59.666
DEAN CYCON: BY THE MID
17TH CENTURY THE COFFEE BEAN

00:16:59.666 --> 00:17:02.033
HAD TRAVELLED FROM
ETHIOPIA TO YEMEN,

00:17:02.033 --> 00:17:04.333
ONWARD TO MECCA
WHERE THE WORLD'S FIRST

00:17:04.333 --> 00:17:06.633
COFFEE HOUSES WERE BUILT.

00:17:06.633 --> 00:17:09.333
OCCUPYING OTTOMAN-TURKS THEN
ESTABLISHED A COFFEE HOUSE

00:17:09.333 --> 00:17:12.566
IN CAIRO AND EXPORTED
ROASTED COFFEE BEANS FROM

00:17:12.566 --> 00:17:16.066
ALEXANDRIA TO ITS
DOMINIONS IN THE MIDDLE EAST.

00:17:16.066 --> 00:17:18.766
DAMASCUS BOASTED THE FIRST
TURKISH COFFEE HOUSE AND

00:17:18.766 --> 00:17:20.766
THE IDEA SOON
CAUGHT ON IN THE

00:17:20.766 --> 00:17:23.066
IMPERIAL CAPITAL OF ISTANBUL.

00:17:23.066 --> 00:17:25.200
MEANWHILE, VENETIAN
MERCHANTS WERE TRADING

00:17:25.200 --> 00:17:28.266
COFFEE IN WESTERN EUROPE,
AND BY THE EARLY 17TH CENTURY

00:17:28.266 --> 00:17:31.100
COFFEE WAS BEING IMPORTED
AND COFFEE HOUSES WERE

00:17:31.100 --> 00:17:34.300
PROLIFERATING THROUGHOUT
THE CHRISTIAN WORLD.

00:17:34.300 --> 00:17:38.766
THE DUTCH THEN TOOK
COFFEE TO NEW YORK IN 1660.

00:17:40.166 --> 00:17:42.566
CALL ME A
TRAITOR IF YOU WILL,

00:17:42.566 --> 00:17:45.666
BUT THERE'S NOTHING ON EARTH
LIKE A GOOD CUP OF TEA.

00:17:45.666 --> 00:17:48.066
WHAT'S NOT TO
LIKE ABOUT TEA?

00:17:48.066 --> 00:17:50.566
IT'S COOL AND REFRESHING
IN THE HOT WEATHER,

00:17:50.566 --> 00:17:54.966
IT'S HYDRATING, IT PREVENTS
CANCER AND FIGHTS DIABETES,

00:17:54.966 --> 00:17:59.000
IT LOWERS CHOLESTEROL AND IF
YOU DRINK A CUP OF BLACK TEA

00:17:59.000 --> 00:18:01.600
YOU GET SOME OF THE
CAFFEINE KICK THAT YOU WOULD

00:18:01.600 --> 00:18:03.200
GET IN A CUP OF COFFEE.

00:18:03.200 --> 00:18:05.666
SO IT WON'T SURPRISE
YOU TO KNOW THAT IT WAS

00:18:05.666 --> 00:18:08.633
THE DRINK OF CHOICE
IN COLONIAL AMERICA.

00:18:08.633 --> 00:18:13.366
1.2 MILLION PEOPLE
DRANK THE STUFF EVERY DAY.

00:18:16.766 --> 00:18:18.633
&nbsp;<i>[SPEAKING FOREIGN LANGUAGE]</i>

00:18:21.700 --> 00:18:25.633
IT WAS THE DRINK OF OUR
COLONIAL MASTERS, THE ENGLISH.

00:18:25.633 --> 00:18:28.566
THEIR LUXURY EXPORT FROM
CHINA THAT THEY SERVED IN

00:18:28.566 --> 00:18:31.666
ABUNDANCE
THROUGHOUT THE CONTINENT.

00:18:31.666 --> 00:18:35.033
ACTUALLY THEY RAMMED
IT DOWN OUR THROATS.

00:18:39.833 --> 00:18:42.533
AMERICA, A NATION
OF TEA DRINKERS,

00:18:42.533 --> 00:18:44.200
WHO WOULD'VE BELIEVED IT?

00:18:44.200 --> 00:18:47.600
SURELY ONLY A REVOLUTION WOULD
GIVE COFFEE IT'S BIG BREAK?

00:18:47.600 --> 00:18:52.300
HMMM, NOW THERE'S A THOUGHT.

00:18:54.800 --> 00:18:57.966
DEAN CYCON: BOSTON, ONE
OF AMERICA'S OLDEST CITIES.

00:18:57.966 --> 00:19:03.433
IT WAS THE COFFEE HUB OF
18TH CENTURY COLONIAL AMERICA.

00:19:03.433 --> 00:19:06.266
ALTHOUGH IT WAS THE DUTCH
WHO FIRST BROUGHT THE BEAN

00:19:06.266 --> 00:19:09.200
OVER TO OUR PROMISED
LAND 100 YEARS EARLIER...

00:19:09.200 --> 00:19:13.366
TO NEW AMSTERDAM,
NOW KNOWN AS, NEW YORK.

00:19:13.366 --> 00:19:16.233
HOWEVER, AS SOON AS THE
ENGLISH PURITANS STARTED TO

00:19:16.233 --> 00:19:20.100
SETTLE NEW ENGLAND,
COFFEE FOUND ITS ADOPTED HOME.

00:19:20.100 --> 00:19:22.166
BUT IT TASTED AWFUL.

00:19:22.166 --> 00:19:25.300
SAILED ACROSS THE ATLANTIC
AND UP THE HUDSON ON MUSTY

00:19:25.300 --> 00:19:29.800
SAILING SHIPS DOWN IN THE
HOLD WITH CASKS OF WINE,

00:19:29.800 --> 00:19:32.266
TARRED RIGGING AND RATS.

00:19:32.266 --> 00:19:34.866
NEW ENGLAND PURITANS
WOULD NEVER LIKE THE TASTE

00:19:34.866 --> 00:19:38.066
OF COFFEE, BUT LIKE
THE BRITISH EXCREMENT IT

00:19:38.066 --> 00:19:41.100
STEELED THE MIND
AND ENERGIZED THE BODY.

00:19:41.100 --> 00:19:44.166
PURITANS WORKING THE SOIL
IN THE PROMISED LAND WOULD

00:19:44.166 --> 00:19:46.900
ALLOW COFFEE TO
ACHIEVE A LEGITIMACY THAT

00:19:46.900 --> 00:19:50.066
ALCOHOL NEVER COULD.

00:19:54.133 --> 00:19:56.333
IT'S HARD TO BELIEVE
BUT BEFORE THERE WAS

00:19:56.333 --> 00:19:58.966
A DUNKIN DONUTS,
BEFORE THERE WAS A STARBUCKS,

00:19:58.966 --> 00:20:01.966
AND 150 YEARS BEFORE
THE AMERICAN REVOLUTION;

00:20:01.966 --> 00:20:05.900
COLONIAL FOLKS STARTED THEIR
DAY IN A TAVERN LIKE THIS,

00:20:05.900 --> 00:20:08.733
HOISTING A MUG
OF BEER OR ALE.

00:20:08.733 --> 00:20:12.166
PURITANS THOUGH THEY WERE,
THEY DRANK BEER OR ALE

00:20:12.166 --> 00:20:16.700
BECAUSE IT WAS A BETTER BET
THAN WATER WHICH WAS UNSAFE.

00:20:16.700 --> 00:20:18.966
<i>NARRATOR: THE TAVERNS
&nbsp;OF BRITISH AMERICA BECAME</i>

00:20:18.966 --> 00:20:21.833
&nbsp;<i>INTEGRAL TO CONSOLIDATING
&nbsp;SETTLEMENT LIFE.</i>

00:20:21.833 --> 00:20:23.666
&nbsp;<i>THEY WERE PLACES TO DRINK,</i>

00:20:23.666 --> 00:20:26.033
<i>EAT AND SLEEP,
&nbsp;REST YOUR HORSES,</i>

00:20:26.033 --> 00:20:28.766
<i>TO READ THE DAILY NEWS
&nbsp;AND SELL YOUR CROPS.</i>

00:20:28.766 --> 00:20:31.633
&nbsp;<i>AS MORE AND MORE
COLONIST'S VISITED THESE INNS,</i>

00:20:31.633 --> 00:20:34.066
&nbsp;<i>COFFEE WAS ADDED TO
THE MENU AND THERE WAS</i>

00:20:34.066 --> 00:20:38.400
&nbsp;<i>A GOOD REASON WHY.</i>

00:20:38.400 --> 00:20:41.700
DEAN CYCON: THE PURITANS DID
NOT TAKE KINDLY TO INEBRIATION.

00:20:41.700 --> 00:20:46.400
IN FACT, THEY FIND ANYONE
WHO WAS EVEN REMOTELY DRUNK,

00:20:46.400 --> 00:20:49.766
THEY HIRED INNKEEPERS WHO
WERE PARAGONS OF SOBRIETY...

00:20:49.766 --> 00:20:52.700
WOMEN MOSTLY, BECAUSE
THEY WEREN'T ALLOWED TO DRINK.

00:20:52.700 --> 00:20:55.766
AND THEY KEPT THEIR MEN
FOLK ON GOOD BEHAVIOR.

00:20:55.766 --> 00:20:59.433
GIVE THEM A CUP OF JOE
AND SEND THEM OFF TO WORK.

00:21:00.566 --> 00:21:02.500
THE BOSTON TEA PARTY.

00:21:02.500 --> 00:21:05.766
A CATACLYSMIC EVENT THAT
SEALED BRITAIN'S FATE AND

00:21:05.766 --> 00:21:08.466
ASSURED COFFEE'S
FORTUNES IN AMERICA.

00:21:08.466 --> 00:21:14.266
IT TOOK PLACE HERE, ON
THE WATERS OF BOSTON HARBOR.

00:21:14.266 --> 00:21:17.600
COFFEE ENTERED THE AMERICAN
VERNACULAR THE NIGHT A GROUP

00:21:17.600 --> 00:21:21.433
OF ANGRY BOSTONIANS DRESSED
UP AS MOHAWK INDIANS AND

00:21:21.433 --> 00:21:24.100
BOARDED AN EAST
INDIA COMPANY CLIPPER.

00:21:24.100 --> 00:21:27.733
THEY HURLED A MILLION BUCKS
WORTH OF TEA INTO BOSTON HARBOR.

00:21:27.733 --> 00:21:32.100
IT WAS DECEMBER 1773
AND AFTER THIS EVENT,

00:21:32.100 --> 00:21:37.100
COFFEE BECAME THE
DRINK OF PATRIOTS.

00:21:37.100 --> 00:21:39.366
SO I'M HERE DOWN IN
BOSTON HARBOR WHERE THE

00:21:39.366 --> 00:21:40.700
TEA PARTY TOOK PLACE.

00:21:40.700 --> 00:21:42.600
I WANT TO TALK TO A
COUPLE OF LOCAL FOLKS AND

00:21:42.600 --> 00:21:44.700
SEE WHAT THEY
THINK ABOUT THE EVENT.

00:21:44.700 --> 00:21:45.766
HEY, HOW YOU DOING?

00:21:45.766 --> 00:21:46.966
MAN: DOING GOOD.

00:21:46.966 --> 00:21:48.466
DEAN CYCON: SO LISTEN,
LET ME ASK YOU A QUESTION,

00:21:48.466 --> 00:21:50.166
WHAT DO YOU THINK OF
THE BOSTON TEA PARTY?

00:21:50.166 --> 00:21:52.300
MAN: ALL I KNOW IS THE INDIANS
OR SOMETHING ON A BOAT AND

00:21:52.300 --> 00:21:54.033
THEY WERE THROWING
TEABAGS OVER.

00:21:54.033 --> 00:21:55.266
DEAN CYCON:
WHERE DID THAT HAPPEN?

00:21:55.266 --> 00:21:56.466
MAN: SOMEWHERE OVER THERE.

00:21:56.466 --> 00:21:57.933
DEAN CYCON: IT WAS TEABAGS,
THOUSANDS OF TEABAGS.

00:21:57.933 --> 00:22:00.233
MAN: I DON'T KNOW,
THAT'S ALL I KNOW,

00:22:00.233 --> 00:22:02.233
I DIDN'T LEARN THAT IN SCHOOL.

00:22:02.233 --> 00:22:04.733
DEAN CYCON: WHAT DO YOU KNOW
ABOUT THE BOSTON TEA PARTY?

00:22:04.733 --> 00:22:06.533
WOMAN: THEY WERE
PROTESTING SOMETHING.

00:22:06.533 --> 00:22:08.566
DEAN CYCON: OKAY, DO YOU
KNOW WHAT THEY WERE PROTESTING?

00:22:08.566 --> 00:22:10.600
WOMAN: I THINK SOMETHING
TO DO WITH TAXES.

00:22:10.600 --> 00:22:14.700
MAN: YEAH, THEY PUT
TEA CASKETS INTO THE SEA.

00:22:14.700 --> 00:22:16.666
WOMAN: THE WHOLE SHIPLOAD
WAS DUMPED INTO THE HARBOR

00:22:16.666 --> 00:22:20.166
RATHER THAN BEING TAXED
OR SOMETHING LIKE THAT.

00:22:20.166 --> 00:22:22.233
MAN: WELL IT WAS
PART OF THE REVOLUTION.

00:22:22.233 --> 00:22:24.933
DEAN CYCON: DID YOU KNOW
THAT AFTER THE BOSTON TEA PARTY

00:22:24.933 --> 00:22:28.233
AMERICA STOPPED DRINKING
TEA AND TURNED TO COFFEE?

00:22:28.233 --> 00:22:29.666
BECAUSE THAT'S WHEN
WE SAID TO ENGLAND,

00:22:29.666 --> 00:22:31.233
"TAKE YOUR TEA AND STUFF IT,

00:22:31.233 --> 00:22:32.900
WE'RE GOING FOR A
GOOD CUP OF JOE."

00:22:32.900 --> 00:22:34.266
WOMAN: EXACTLY,
PROTEST, RIGHT?

00:22:34.266 --> 00:22:35.500
DEAN CYCON: YEAH, PROTEST.

00:22:35.500 --> 00:22:36.766
WOMAN: SO COFFEE
IS INDEPENDENCE?

00:22:36.766 --> 00:22:38.400
MAN: OUR COFFEE
IS A LOT STRONGER,

00:22:38.400 --> 00:22:40.666
THAT'S WHY
AMERICANS ARE ALL HYPER.

00:22:40.666 --> 00:22:42.233
DEAN CYCON: ARE YOU A TEA
DRINKER OR A COFFEE DRINKER?

00:22:42.233 --> 00:22:45.000
MAN: NEITHER, I
DRINK ONLY WATER.

00:22:45.000 --> 00:22:47.566
DEAN CYCON: AMERICA'S RESORT
TO REVOLUTIONARY ACTION

00:22:47.566 --> 00:22:50.100
AGAINST THE BRITISH CROWN
CAME TO A HEAD IN BOSTONS

00:22:50.100 --> 00:22:51.833
DOWNTOWN MEETING HOUSE.

00:22:51.833 --> 00:22:54.000
IN THESE
HALLOWED PILGRIM HALLS,

00:22:54.000 --> 00:22:57.433
ANGRY COLONIALS VENTED
SPLEENS ON A TEA TAX LEVIED

00:22:57.433 --> 00:22:59.433
BY HIS MAJESTY'S
GOVERNMENT TO PAY FOR A

00:22:59.433 --> 00:23:02.133
MOUNTING NATIONAL DEBT,

00:23:02.133 --> 00:23:04.333
AN EXPENSIVE 7 YEAR
WAR WITH FRANCE AND

00:23:04.333 --> 00:23:07.066
SURING UP THE SAGGING
FORTUNES OF THE MULTI-NATIONAL

00:23:07.066 --> 00:23:09.066
BRITISH, EAST INDIA COMPANY.

00:23:09.066 --> 00:23:12.566
SO, WE POOR AMERICAN SUBJECTS
TOOK TO VOICING OUR PROTEST IN

00:23:12.566 --> 00:23:15.066
HERE WHILE WE WERE
BOYCOTTING THE OBJECT OF OUR

00:23:15.066 --> 00:23:17.100
IMMENSE DISAFFECTION...

00:23:17.100 --> 00:23:19.066
THAT BLOODY DRINK, TEA!

00:23:19.066 --> 00:23:20.900
PROFESSOR ALLISON: IN
FACT ONE OF THE MEETINGS THE

00:23:20.900 --> 00:23:23.233
SHERIFF CAME TO AND THE
SHERIFF HAD A PROCLAMATION

00:23:23.233 --> 00:23:24.500
FROM THE GOVERNOR,

00:23:24.500 --> 00:23:26.033
"THIS IS AN
ILLEGAL GATHERING.

00:23:26.033 --> 00:23:28.333
SO HE IS ALLOWED TO
COME IN AND READ THIS."

00:23:28.333 --> 00:23:32.000
THE CROWD IS SILENT AND
THEN THE CROWD SIMPLY HISSES.

00:23:32.000 --> 00:23:34.800
IMAGINE HAVING 6,000
PEOPLE HISS AT YOU.

00:23:34.800 --> 00:23:36.966
WHAT A SOUND THAT
WOULD MAKE, THAT RESOUNDED.

00:23:36.966 --> 00:23:39.633
THE SHERIFF LEFT, HE DIDN'T
WANT TO HAVE ANY PART OF THIS.

00:23:39.633 --> 00:23:41.500
AND OF COURSE NOW WE SEE,

00:23:41.500 --> 00:23:43.500
"HEY, WE'VE GOTTEN
THE SHERIFF OUT OF HERE."

00:23:43.500 --> 00:23:46.933
WHERE THE TEA MERCHANTS
WANT TO HAVE THE PROVINCIAL

00:23:46.933 --> 00:23:48.966
GOVERNMENT TAKE
POSSESSION OF THE TEA,

00:23:48.966 --> 00:23:51.200
THE TEA IS SITTING ON
SHIPS IN BOSTON HARBOR.

00:23:51.200 --> 00:23:53.500
WE DON'T WANT TO
HAVE ANY PART OF THIS.

00:23:53.500 --> 00:23:57.266
LATER ON ACTUALLY IN ANNAPOLIS
A FELLOW BRINGS A SHIP IN,

00:23:57.266 --> 00:23:59.033
THE PEGGY STEWART.

00:23:59.033 --> 00:24:00.933
UNBEKNOWNST TO HIM, HE SAID,

00:24:00.933 --> 00:24:05.866
SOMEONE HAD PUT 17 CASES OF
TEA AND HE IS AFRAID THEY'RE

00:24:05.866 --> 00:24:08.066
GOING TO TEAR DOWN
HIS HOUSE BECAUSE THEY'RE SO

00:24:08.066 --> 00:24:09.400
OUTRAGED AT THE TEA.

00:24:09.400 --> 00:24:12.466
SO HE HAS TO GO ABOARD HIS
OWN SHIP AND SET IT ON FIRE

00:24:12.466 --> 00:24:14.600
TO SHOW EVERYONE I'M
NOT BRINGING IN ANY TEA.

00:24:14.600 --> 00:24:18.266
NOT ONLY THAT, DESTROYING
17 CASES OF TEA, PLUS THIS SHIP.

00:24:18.266 --> 00:24:21.200
THIS LOSS WOULD BE, TODAY,
CLOSE TO A MILLION DOLLARS HE

00:24:21.200 --> 00:24:24.500
LOST BY BURNING THIS SHIP BUT HE
THOUGHT IT WAS WELL WORTH IT,

00:24:24.500 --> 00:24:26.566
OTHERWISE HE THOUGHT
HE WOULD LOSE HIS LIFE.

00:24:26.566 --> 00:24:29.566
DEAN CYCON: WHAT'S THE MOMENT
HERE WHERE THINGS EXPLODE?

00:24:29.566 --> 00:24:31.533
PROFESSOR ALLISON: UNDER
BRITISH LAW YOU HAVE 20 DAYS

00:24:31.533 --> 00:24:33.633
WHERE A SHIP CAN COME
INTO PORT AND LEAVE PORT

00:24:33.633 --> 00:24:34.966
WITHOUT PAYING TAXES.

00:24:34.966 --> 00:24:37.200
AFTER 20 DAYS,
TAX HAS TO BE PAID.

00:24:37.200 --> 00:24:39.900
EVERYONE KNOWS THAT,
DECEMBER 17TH IS THE DATE

00:24:39.900 --> 00:24:42.233
BY WHICH THE
TAX HAS TO BE PAID.

00:24:42.233 --> 00:24:45.266
ON THE NIGHT OF DECEMBER
16TH A CROWD GATHERS HERE,

00:24:45.266 --> 00:24:47.866
AND THE EMISSARY GOES TO
ASK IF GOVERNOR HUTCHINSON

00:24:47.866 --> 00:24:49.566
WILL ALLOW THE
SHIPS TO SAIL...

00:24:49.566 --> 00:24:51.000
HE WON'T.

00:24:51.000 --> 00:24:53.066
THEY COME BACK WITH THIS
MESSAGE AND SAMUEL ADAMS

00:24:53.066 --> 00:24:55.633
IN THE PULPIT SAYS,
"THIS MEETING CAN DO NOTHING

00:24:55.633 --> 00:24:57.733
MORE TO SAVE THE COUNTRY."

00:24:57.733 --> 00:25:00.033
AND WITH THAT FROM THE
BALCONY THERE'S A WAR HOOT,

00:25:00.033 --> 00:25:02.033
AND OUT ON THE STREET
THERE'S A WAR HOOT.

00:25:02.033 --> 00:25:06.600
ABOUT 100, 150 MEN FROM
THE GREEN DRAGON TAVERN,

00:25:06.600 --> 00:25:09.933
FROM EDEN GILLS PRINTING SHOP
AND FROM A CARPENTERS SHOP,

00:25:09.933 --> 00:25:13.000
NOW CONVERGE ON THIS SCENE
DRESSED AS MOHAWK INDIANS,

00:25:13.000 --> 00:25:14.666
THEY HAVE BLANKETS
OVER THEIR HEADS,

00:25:14.666 --> 00:25:16.733
THEIR FACES ARE SMEARED
WITH PAINT SO NO-ONE

00:25:16.733 --> 00:25:18.166
WILL RECOGNIZE THEM.

00:25:18.166 --> 00:25:20.466
THEY MAKE THEIR WAY DOWN
TO THE DOCKS AND THE CROWD

00:25:20.466 --> 00:25:21.966
BEGINS FOLLOWING THEM.

00:25:21.966 --> 00:25:23.566
DEAN CYCON: THAT SOUNDS
PRE-PLANNED, I MEAN,

00:25:23.566 --> 00:25:25.266
THESE GUYS WEREN'T HANGING
AROUND DRESSED AS INDIANS

00:25:25.266 --> 00:25:26.566
FOR NO REASON.

00:25:26.566 --> 00:25:28.200
PROFESSOR ALLISON: NO, THEY
KNEW THAT THIS WAS COMING.

00:25:28.200 --> 00:25:29.766
THIS IS A VERY
WELL ORGANIZED THING,

00:25:29.766 --> 00:25:31.500
THESE ARE THE
SONS OF LIBERTY AND

00:25:31.500 --> 00:25:33.533
THEY'RE DOCK WORKERS,
LONG SHORE MEN.

00:25:33.533 --> 00:25:36.833
GUYS WHO WOULD GATHER IN
TAVERNS AND IN COFFEE SHOPS,

00:25:36.833 --> 00:25:38.400
AND THEY KNEW ONE ANOTHER.

00:25:38.400 --> 00:25:40.700
AND SO THEY WERE RESPONSIBLE
FOR MAKING SURE NONE OF THE

00:25:40.700 --> 00:25:42.166
TEA IS UNLOADED.

00:25:42.166 --> 00:25:45.000
SO THEY'VE BEEN STUDYING
THE SHIPS NOW FOR 20 DAYS,

00:25:45.000 --> 00:25:48.266
IT'S A VERY WELL ORGANIZED,
WELL COORDINATED THING.

00:25:48.266 --> 00:25:50.500
JOHN ADAMS SAYS, "I DON'T
KNOW WHO ANY OF THESE

00:25:50.500 --> 00:25:53.133
MOHAWKS WERE AND I
DON'T WANT TO KNOW."

00:25:53.133 --> 00:25:55.333
HE CALLS THIS,
"A SUBLIME MOMENT,

00:25:55.333 --> 00:25:57.766
HE SAYS, "THIS IS
AN EPIC IN HISTORY."

00:25:57.766 --> 00:25:59.700
DEAN CYCON: YEAH, BUT IT
DIDN'T REALLY START HERE.

00:25:59.700 --> 00:26:01.466
THIS WAS THE MEETING HOUSE.

00:26:01.466 --> 00:26:04.100
THE PLANNING STARTED IN
THE COFFEE HOUSES AND THE

00:26:04.100 --> 00:26:05.833
TAVERNS AROUND BOSTON,

00:26:05.833 --> 00:26:08.200
THAT'S WHERE
REVOLUTION GETS FERMENTED.

00:26:08.200 --> 00:26:10.800
WHAT WERE SOME OF THE
PLACES HERE IN BOSTON?

00:26:10.800 --> 00:26:12.700
PROFESSOR ALLISON: WELL,
THE BUNCH OF GRAPES TAVERN,

00:26:12.700 --> 00:26:15.700
OR THE GREEN DRAGON,
THE RED LION,

00:26:15.700 --> 00:26:18.900
AND THEN COFFEE HOUSES LIKE
THE EXCHANGE COFFEE HOUSE OR

00:26:18.900 --> 00:26:20.466
THE LONDON COFFEE HOUSE.

00:26:20.466 --> 00:26:22.500
DEAN CYCON: SO THERE WERE
LOTS OF PLACES WHERE SMALL

00:26:22.500 --> 00:26:25.700
GROUPS OF MEN AND WOMEN
WERE MEETING AND TALKING

00:26:25.700 --> 00:26:27.066
ABOUT A REVOLUTION?

00:26:27.066 --> 00:26:28.700
PROFESSOR ALLISON: EXACTLY,
BECAUSE THE GOVERNOR CAN

00:26:28.700 --> 00:26:30.900
SUPPRESS A BIG PUBLIC
MEETING HAPPENING HERE,

00:26:30.900 --> 00:26:33.066
BUT IF 20 GUYS ARE GETTING
TODAY IN A TAVERN THEY'RE

00:26:33.066 --> 00:26:34.366
JUST HAVING A DRINK.

00:26:34.366 --> 00:26:35.700
DEAN CYCON: WHAT
ARE THEY DRINKING?

00:26:35.700 --> 00:26:36.833
PROFESSOR ALLISON: WELL,
THEY MIGHT HAVE BEEN DRINKING

00:26:36.833 --> 00:26:39.100
A LOT OF RUM AND THEY
WOULD'VE BEEN DRINKING COFFEE.

00:26:39.100 --> 00:26:41.433
THIS IS A TRADITION
THAT'S GOING TO CONTINUE,

00:26:41.433 --> 00:26:44.500
THESE GATHERING PLACES
WHERE MEN ARE GETTING TOGETHER

00:26:44.500 --> 00:26:45.866
TO TALK ABOUT IDEAS.

00:26:45.866 --> 00:26:47.100
DEAN CYCON: OVER COFFEE?

00:26:47.100 --> 00:26:48.500
PROFESSOR ALLISON:
OVER COFFEE.

00:26:48.500 --> 00:26:50.266
DEAN CYCON: THIS IS
INTERESTING BECAUSE

00:26:50.266 --> 00:26:52.233
THIS PARALLELS WHAT
WAS GOING ON ACTUALLY IN THE

00:26:52.233 --> 00:26:53.700
ARABIAN PENINSULA AS WELL.

00:26:53.700 --> 00:26:55.966
IN THE COFFEE HOUSES OF
MECCA PEOPLE GOT TOGETHER

00:26:55.966 --> 00:26:58.200
AND THEY WOULD DISCUSS
THE ISSUES OF THE DAY AND

00:26:58.200 --> 00:27:01.366
GET ALL JAZZED UP
AND FERMENT DISSENT.

00:27:01.366 --> 00:27:04.100
IN FACT, THE REVOLT AGAINST
THE GOVERNOR OF MECCA

00:27:04.100 --> 00:27:07.666
STARTED IN A COFFEE HOUSE,
JUST LIKE OUR AMERICAN

00:27:07.666 --> 00:27:09.466
REVOLUTION SEEMS TO
HAVE STARTED IN THE

00:27:09.466 --> 00:27:10.900
COFFEE HOUSES OF BOSTON.

00:27:10.900 --> 00:27:12.833
PROFESSOR ALLISON: THAT IS
AND PEOPLE GET TOGETHER AND

00:27:12.833 --> 00:27:14.966
COFFEE CLARIFIES THE
WAY YOU'RE THINKING.

00:27:14.966 --> 00:27:17.233
HERE OF COURSE YOU'RE
LISTENING TO THE MINISTER,

00:27:17.233 --> 00:27:18.900
IN MECCA YOU'RE
LISTENING TO THE IMAM.

00:27:18.900 --> 00:27:20.866
BUT IF YOU'RE IN A COFFEE
HOUSE YOU ARE LISTENING TO

00:27:20.866 --> 00:27:22.100
EACH OTHER.

00:27:22.100 --> 00:27:23.133
DEAN CYCON: OR NOT
LISTENING TO EACH OTHER?

00:27:23.133 --> 00:27:25.700
RIGHT, OKAY.

00:27:30.566 --> 00:27:33.366
THE VERY FIRST COFFEE HOUSE
IN AMERICA STARTED RIGHT HERE

00:27:33.366 --> 00:27:37.800
IN BOSTON IN 1689 HERE AT
THE GREEN DRAGON TAVERN,

00:27:37.800 --> 00:27:39.800
RED COATED
BRITISH OFFICIALS,

00:27:39.800 --> 00:27:42.000
BEWIGGED COLONIAL GOVERNORS,

00:27:42.000 --> 00:27:43.766
ALL SORTS OF PEOPLE MET.

00:27:43.766 --> 00:27:48.166
PATRIOTS FROM THE BOSTON
TEA PARTY SAT AND DEBATED.

00:27:48.166 --> 00:27:51.566
THAT'S WHY DANIEL WEBSTER
CALLED THE GREEN DRAGON TAVERN

00:27:51.566 --> 00:27:54.800
"THE HEADQUARTERS OF
THE AMERICAN REVOLUTION."

00:27:54.800 --> 00:27:56.400
NOW WAIT A SECOND,
I'M GOING TO GO HAVE A

00:27:56.400 --> 00:27:59.066
CUP OF COFFEE AND
START A REVOLUTION.

00:28:03.566 --> 00:28:05.700
HEY, ANYONE WANT TO
TALK ABOUT UPRISINGS AND

00:28:05.700 --> 00:28:09.000
INJUSTICE OVER HERE?

00:28:16.766 --> 00:28:19.100
BLOODY LIMEYS.

00:28:21.400 --> 00:28:24.000
AFTER THE TEA PARTY,
DRINKING COFFEE BECAME AN

00:28:24.000 --> 00:28:28.966
ACT OF PATRIOTISM AND AS
AMERICA ENTERED A 19TH CENTURY,

00:28:28.966 --> 00:28:31.600
STEAM POWERED
BY INDUSTRIAL PROGRESS,

00:28:31.600 --> 00:28:34.666
COFFEE BECAME
APPROPRIATELY DEMOCRATIZED,

00:28:34.666 --> 00:28:37.000
MEANING IT BECAME READILY
AVAILABLE TO THE MASSES.

00:28:37.000 --> 00:28:39.800
OVER TO JUDITH.

00:28:39.800 --> 00:28:41.900
PROFESSOR MORRIS: WHAT
REALLY TURNS AMERICA ONTO

00:28:41.900 --> 00:28:45.433
COFFEE IS WHEN THERE ARE
CHANGES IN THE WAY THAT COFFEE

00:28:45.433 --> 00:28:49.700
ITSELF CAN BE ROASTED AND
PACKAGED FROM ABOUT THE 1850'S.

00:28:49.700 --> 00:28:52.900
THEN WE START TO SEE FAMOUS
COMPANIES LIKE ARBUCKLE'S,

00:28:52.900 --> 00:28:56.966
LIKE FOLGERS, LIKE HILLS,
WHO START ROASTING COFFEE

00:28:56.966 --> 00:29:00.500
AND ALSO GRINDING THE COFFEE
AND THEN PACKING IT IN CANS.

00:29:00.500 --> 00:29:03.200
NOW BECAUSE THEY CAN
SEAL IT INTO CANS THEY CAN

00:29:03.200 --> 00:29:05.200
DISTRIBUTE IT
ACROSS AMERICA.

00:29:05.200 --> 00:29:07.466
AT THE TIME THERE ARE 2
THINGS GOING ON THAT REALLY

00:29:07.466 --> 00:29:08.866
MAKE THAT IMPORTANT.

00:29:08.866 --> 00:29:11.333
ONE, IS THE CIVIL WAR,
BECAUSE THE SOLDIERS REALLY

00:29:11.333 --> 00:29:12.966
NEED SOMETHING
TO KEEP THEM AWAKE,

00:29:12.966 --> 00:29:15.000
BOY THEY HAVE TO BE AWAKE,
THEY HAVE TO BE FIGHTING.

00:29:15.000 --> 00:29:16.366
SO THEY USE COFFEE.

00:29:16.366 --> 00:29:18.966
THIS EARLY PACKAGED COFFEE
IS CARRIED WITH THEM

00:29:18.966 --> 00:29:20.400
IN THE RATIONS.

00:29:20.400 --> 00:29:22.100
AND THE SECOND THING OF
COURSE IS ALL THOSE PEOPLE

00:29:22.100 --> 00:29:24.466
TREKKING TO THE WEST,
THE COWBOYS AND SO FORTH,

00:29:24.466 --> 00:29:26.966
ARE USING THIS
KIND OF PACKAGED COFFEE

00:29:26.966 --> 00:29:28.466
OUT ON THE RANGE.

00:29:28.466 --> 00:29:30.466
SO THAT REALLY GROWS THE
COFFEE MARKET IF YOU LIKE,

00:29:30.466 --> 00:29:31.900
AND THE EXPANSION OF COFFEE.

00:29:31.900 --> 00:29:35.466
AND COFFEE REALLY
BECOMES AN AMERICAN DRINK.

00:29:35.466 --> 00:29:37.733
DEAN CYCON: EXPLORING THE
FRONTIERS AND WAGING A WAR

00:29:37.733 --> 00:29:40.400
ACROSS BORDERS TOOK
THE YOUNG AMERICANS OUT

00:29:40.400 --> 00:29:42.033
INTO THE WILDERNESS.

00:29:42.033 --> 00:29:44.433
AND WITH SUCH
VIGOROUS ACTIVITIES,

00:29:44.433 --> 00:29:47.133
COFFEE WAS THE SOLDIER'S,
THE COWBOY'S AND THE

00:29:47.133 --> 00:29:49.566
FRONTIERSMAN'S BEST FRIEND...

00:29:49.566 --> 00:29:52.833
ESPECIALLY WHEN SERVED
HOT BESIDE A CAMPFIRE AT THE

00:29:52.833 --> 00:29:55.733
END OF A GRUELING DAY.

00:29:55.733 --> 00:29:58.533
THE U.S. ARMY HAD SEEN
THE GALVANIZING POWERS OF A

00:29:58.533 --> 00:30:01.233
CAFFEINE HIT AND ITS
CONSUMPTION BECAME AN

00:30:01.233 --> 00:30:04.033
ESSENTIAL PART OF A
SOLDIER'S DIET EVEN BEFORE THE

00:30:04.033 --> 00:30:07.866
CIVIL WAR OF 1861.

00:30:09.833 --> 00:30:13.566
30 YEARS EARLIER PRESIDENT
ANDREW JACKSON MADE SUGAR

00:30:13.566 --> 00:30:16.566
AND COFFEE A DAILY
RATION OF EVERY SOLDIER,

00:30:16.566 --> 00:30:18.866
GIVING HIM THE
STRENGTH TO FIGHT.

00:30:18.866 --> 00:30:23.000
OR AS ONE COMMENTATOR SAID,
"HAPPINESS AND MORAL COURAGE."

00:30:23.000 --> 00:30:25.633
IT WAS CERTAINLY CHEAPER
THAN A GILL OF WHISKEY.

00:30:25.633 --> 00:30:27.900
THE ADVENT OF THE
STEAMSHIP AND THE RAILROAD,

00:30:27.900 --> 00:30:31.566
WITH THEIR STEEL WALLS
INSTEAD OF SMELLY WOODEN HULLS,

00:30:31.566 --> 00:30:34.066
ALLOWED THE COFFEE
TO REMAIN FRESH LONGER AND

00:30:34.066 --> 00:30:36.200
NOT HAVE THAT MUSTY SMELL.

00:30:36.200 --> 00:30:39.466
AN INNOVATION IN
PACKAGING, THE PAPER BAG,

00:30:39.466 --> 00:30:41.666
ALLOWED COFFEE TO BE
TRANSPORTED ACROSS THE

00:30:41.666 --> 00:30:46.966
COUNTRY BY
COMMISSARY OFFICERS.

00:30:46.966 --> 00:30:50.100
EACH SOLDIER WAS GIVEN
1/10TH OF A POUND OF GREEN

00:30:50.100 --> 00:30:53.466
BEANS AS A DAILY RATION
AND THE METHOD OF DIVIDING

00:30:53.466 --> 00:30:56.966
THEM WAS NOTHING
SHORT OF A SACRED RITUAL.

00:30:56.966 --> 00:31:00.366
EACH SOLDIER WOULD TAKE HIS
GREEN COFFEE AND ROAST THEM

00:31:00.366 --> 00:31:03.666
AND GRIND THEM AS NEEDED
TO KEEP THE COFFEE FRESH.

00:31:03.666 --> 00:31:07.266
EACH COMPANY HAD
A PORTABLE GRINDER.

00:31:07.266 --> 00:31:10.266
AFTER A LONG DAY OF
MARCHING AND BATTLES,

00:31:10.266 --> 00:31:12.400
THE SOLDIERS WOULD
COME AND SLUMP DOWN BY THE

00:31:12.400 --> 00:31:15.500
CAMPFIRE AND GET
WARM ON A COLD NIGHT.

00:31:15.500 --> 00:31:17.866
IT WAS COFFEE BEFORE MEALS,

00:31:17.866 --> 00:31:20.800
COFFEE DURING MEALS
AND COFFEE AFTER MEALS.

00:31:20.800 --> 00:31:23.700
AND IF YOU WERE
STANDING GUARD IT WAS

00:31:23.700 --> 00:31:25.333
COFFEE AS OFTEN AS POSSIBLE.

00:31:25.333 --> 00:31:26.666
&nbsp;<i>[GUNSHOT]</i>

00:31:26.666 --> 00:31:30.033
WHO GOES THERE!?

00:31:30.033 --> 00:31:32.333
PACKING TECHNIQUES
DEVELOPED AROUND THE TIME

00:31:32.333 --> 00:31:34.666
OF THE CIVIL WAR WERE
REFINED FURTHER IN THE EARLY

00:31:34.666 --> 00:31:37.100
20TH CENTURY
WITH MECHANIZATION,

00:31:37.100 --> 00:31:40.733
UNTIL THE NEXT
GREAT COFFEE INNOVATION.

00:31:42.466 --> 00:31:44.766
THIS IS GOING TO BE THE
PART THAT MAKES YOU TRUE

00:31:44.766 --> 00:31:48.533
COFFEE LOVERS SNARL
YOUR LIPS IN DESPAIR.

00:31:48.533 --> 00:31:51.066
PRESENTER: SAY, WHO GETS TO
MAKE THE COFFEE IN YOUR HOUSE?

00:31:51.066 --> 00:31:53.200
MORE OFTEN THAN NOT WHEN
IT'S COFFEE TIME IN THIS

00:31:53.200 --> 00:31:55.266
HOUSEHOLD I GET TO MAKE IT.

00:31:55.266 --> 00:31:57.400
OF COURSE THE FACT THAT
MY WIFE LET'S ME MAKE THE

00:31:57.400 --> 00:32:01.066
COFFEE TELLS YOU HOW AMAZING
INSTANT MAXWELL HOUSE MUST BE.

00:32:01.066 --> 00:32:03.566
IT'S A COMPLETELY
DIFFERENT KIND OF COFFEE.

00:32:03.566 --> 00:32:05.500
NOW YOU SEE
IT'S NOT A POWDER,

00:32:05.500 --> 00:32:08.900
NOT A GRIND EITHER, BUT
MILLIONS OF TINY, HOLLOW,

00:32:08.900 --> 00:32:11.466
FLAVOR BUDS OF REAL COFFEE.

00:32:11.466 --> 00:32:14.933
NOW THESE MIRACLE FLAVOR
BUDS BURST INSTANTLY THE MOMENT

00:32:14.933 --> 00:32:17.200
YOU POUR IT IN HOT WATER,

00:32:17.200 --> 00:32:21.366
FLOODING THE POT WITH THAT
GOOD TO THE LAST DROP FLAVOR.

00:32:24.200 --> 00:32:27.233
I WANT TO TELL YOU
THAT IS REAL COFFEE.

00:32:27.233 --> 00:32:28.966
INSTANT MAXWELL HOUSE...

00:32:28.966 --> 00:32:31.966
THE AMAZING
COFFEE DISCOVERY.

00:32:31.966 --> 00:32:34.600
DEAN CYCON: WE'VE COME A
LITTLE WAY SINCE THE 1950'S

00:32:34.600 --> 00:32:36.766
IN CULTIVATING
OUR TASTE BUDS.

00:32:36.766 --> 00:32:39.833
BUT GO BACK 100 YEARS
AGO AND THIS WAS THE HIT

00:32:39.833 --> 00:32:41.233
OF THE NEW CENTURY...

00:32:41.233 --> 00:32:43.166
INSTANT COFFEE.

00:32:43.166 --> 00:32:45.100
SEVERAL INVENTORS
TRIED TO GET IN ON THE

00:32:45.100 --> 00:32:48.366
INSTANT COFFEE CRAZE,
BUT IT WAS A GUY NAMED

00:32:48.366 --> 00:32:52.100
GEORGE CONSTANT
LOUIS WASHINGTON WHO

00:32:52.100 --> 00:32:53.900
BROUGHT IT TO THE MASSES.

00:32:53.900 --> 00:32:58.266
THEREFORE THE NAME,
"CUP OF GEORGE."

00:32:58.266 --> 00:33:01.233
GEORGE WASHINGTON INVENTED
HIS INSTANT COFFEE BREW IN

00:33:01.233 --> 00:33:04.466
1910 AND IT PLAYED A BIG PART
IN KEEPING AMERICAN SOLDIERS

00:33:04.466 --> 00:33:07.966
ALERT TO THE DEMANDS
OF BATTLE IN WORLD WAR I.

00:33:07.966 --> 00:33:10.600
OUR SOLDIERS THEN TO TOOK
INSTANT'S BIGGEST BRAND...

00:33:10.600 --> 00:33:13.766
NESCAFE, TO A EUROPE
FIGHTING A SECOND WORLD WAR.

00:33:13.766 --> 00:33:16.966
AND, FOR THE FIRST TIME,
AMERICA'S TASTELESS COFFEE

00:33:16.966 --> 00:33:18.800
BECAME A GLOBAL BRAND.

00:33:18.800 --> 00:33:21.166
THE WAR ALSO GAVE
COFFEE A NEW NAME,

00:33:21.166 --> 00:33:25.833
"JOE" AFTER THE NICKNAME FOR
THE U.S. FIGHTING MAN, G.I. JOE.

00:33:25.833 --> 00:33:29.266
THANKFULLY LUIGI BEZZARA'S
GAGGIA ESPRESSO MACHINE,

00:33:29.266 --> 00:33:32.566
A 1900'S ELECTRICAL
MARVEL OF HISSING STEAM

00:33:32.566 --> 00:33:34.233
AND REFINED BREWING,

00:33:34.233 --> 00:33:36.766
WAS AT HAND TO SPARE
ITALY AND EUROPE FROM

00:33:36.766 --> 00:33:39.700
INSTANT COFFEE'S
MALEVOLENT SPELL.

00:33:39.700 --> 00:33:42.733
JUDITH EXPLORES THE
WONDER THAT IS THE GAGGIA.

00:33:44.366 --> 00:33:46.933
JUDITH JONES: IT WOULD BE FAIR
TO SAY ITALIANS ARE PASSIONATE

00:33:46.933 --> 00:33:48.266
ABOUT THEIR COFFEE.

00:33:48.266 --> 00:33:51.366
SO MUCH SO YOU WOULD
LIKE THAT THEY DISCOVERED IT.

00:33:51.366 --> 00:33:54.200
WELL, THEY DIDN'T, BUT
THEY HAVE INVENTED A COFFEE

00:33:54.200 --> 00:33:57.833
CULTURE UNEQUAL TO
ANYWHERE ELSE IN THE WORLD.

00:33:57.833 --> 00:34:01.066
OVER THE LAST 50 YEARS,
ESPRESSO HAS BEEN CONSIDERED

00:34:01.066 --> 00:34:05.600
BY MANY TO BE BEST
COFFEE TO DRINK.

00:34:08.000 --> 00:34:11.366
DEAN CYCON: THAT'S BECAUSE
ESPRESSO IS THE BASE OF MANY OF

00:34:11.366 --> 00:34:12.933
THE BEST COFFEE DRINKS.

00:34:12.933 --> 00:34:14.966
MARCO ARRIGO:
THIS IS THE FIAMMA 61.

00:34:14.966 --> 00:34:18.766
MADE IN 1961 THIS COFFEE
MACHINE REVOLUTIONIZED COFFEE.

00:34:18.766 --> 00:34:20.300
BEFORE THIS MACHINE,

00:34:20.300 --> 00:34:22.100
ALL THE ALL THE COFFEE
MACHINES USED TO BOIL WATER,

00:34:22.100 --> 00:34:23.733
PUSH IT THROUGH
THE COFFEE AND USED TO

00:34:23.733 --> 00:34:24.933
BURN THE COFFEE.

00:34:24.933 --> 00:34:26.966
THIS MACHINE
WAS A LOT SOFTER,

00:34:26.966 --> 00:34:29.700
A LOT COOLER, AND IT USED
TO HAVE A WONDERFUL SYSTEM

00:34:29.700 --> 00:34:31.533
WHERE IT WOULD MOVE THE
WATER AROUND INTERNALLY.

00:34:31.533 --> 00:34:33.133
SO IT WOULD NEVER
BURN THE COFFEE,

00:34:33.133 --> 00:34:34.466
IT WAS REALLY
REALLY FORGIVING.

00:34:34.466 --> 00:34:36.100
NEVER MADE A BAD COFFEE.

00:34:36.100 --> 00:34:38.300
THIS IS AN
AUTHENTIC ITALIAN ESPRESSO.

00:34:38.300 --> 00:34:42.366
JUDITH JONES:
MMM, LOOKS GOOD.

00:34:42.366 --> 00:34:45.100
AH, BONISSIMO!

00:34:45.100 --> 00:34:47.333
DEAN CYCON: AMERICA
DIDN'T YET ENJOY THE BENEFITS

00:34:47.333 --> 00:34:49.000
OF THE ESPRESSO MACHINE.

00:34:49.000 --> 00:34:51.166
IT HAD INSTANT COFFEE
AND DELIVERED IT IN THE

00:34:51.166 --> 00:34:54.833
MOST ICONIC OF
CULINARY ESTABLISHMENTS.

00:34:59.766 --> 00:35:03.000
THE DINER IS TO AMERICANS
WHAT THE ITALIAN CAFE

00:35:03.000 --> 00:35:05.200
IS TO EUROPEANS.

00:35:05.200 --> 00:35:08.866
THOUGH POSSIBLY THE COFFEE IN
ITALY TASTES A LITTLE BETTER.

00:35:10.900 --> 00:35:14.666
THANK YOU AMBER, SHE
KNOWS THE WAY I LIKE IT.

00:35:14.666 --> 00:35:18.666
BUT OUR CUP OF JOE IS THE
SYMBOL OF A FORMER LUXURY

00:35:18.666 --> 00:35:22.800
COMMODITY THAT'S BECOME OUR
NATION'S FAVORITE HOT BEVERAGE.

00:35:22.800 --> 00:35:26.500
ROUNDING OUT THE COFFEE
CRAZE THAT BEGAN WITH THE

00:35:26.500 --> 00:35:29.533
BOSTON TEA PARTY,
MASS PRODUCTION,

00:35:29.533 --> 00:35:32.266
INSTANT COFFEE,
THE DINER...

00:35:32.266 --> 00:35:35.366
WE CALL THIS
THE FIRST WAVE.

00:35:40.066 --> 00:35:42.966
THE DINER IS A NEW
ENGLAND PHENOMENON.

00:35:42.966 --> 00:35:44.966
IT'S DESIGNED
EVOLVED THROUGHOUT THE

00:35:44.966 --> 00:35:47.900
TRANSFORMATIVE YEARS OF
THE 20TH CENTURY UNTIL IT

00:35:47.900 --> 00:35:50.366
ACHIEVED ITS ICONIC LOOK.

00:35:50.366 --> 00:35:54.100
THE ART DECO EXTERIOR;
THE STAINED GLASS WINDOWS IN

00:35:54.100 --> 00:36:00.933
THIS STAINLESS STEEL SHELL;
THE 1950'S NEON LIGHTS.

00:36:00.933 --> 00:36:04.700
YOU CAN STILL FIND DINERS
ON STATE HIGHWAYS ACROSS THE

00:36:04.700 --> 00:36:08.600
COUNTRY OR IN SMALL TOWNS
AND CITIES WHERE THE LOCALS

00:36:08.600 --> 00:36:12.033
HAVE KEPT ALIVE THIS
INCREDIBLE TRADITION.

00:36:12.033 --> 00:36:14.466
THE AMERICAN DINER WAS
ESTABLISHED IN RHODE ISLAND

00:36:14.466 --> 00:36:18.466
IN 1872 AS A LUNCH WAGON
FOR NIGHT SHIFT WORKERS AND

00:36:18.466 --> 00:36:20.233
LATE NIGHT GAMBLERS.

00:36:20.233 --> 00:36:23.466
YEP, THIS IS WHERE THE
CUP OF JOE GOT ENTRENCHED INTO

00:36:23.466 --> 00:36:25.433
THE AMERICAN SUBCONSCIOUS.

00:36:25.433 --> 00:36:28.466
THE IDEA EVOLVED
INTO THE "24 HOUR JOINT,"

00:36:28.466 --> 00:36:31.866
SERVING CHEAP HOMEMADE
FOOD AND REPLACING THE TAVERN

00:36:31.866 --> 00:36:33.900
AS THE LOCAL MEETING PLACE.

00:36:33.900 --> 00:36:36.900
THE DINER BECAME THE
PUB OF THE NEW WORLD.

00:36:36.900 --> 00:36:38.166
MAN: MORNING.

00:36:38.166 --> 00:36:39.233
DEAN CYCON:
HEY, HOW'S IT GOING?

00:36:39.233 --> 00:36:40.366
MAN: ALRIGHT.

00:36:40.366 --> 00:36:41.600
DEAN CYCON: WHAT
ARE YOU DRINKING?

00:36:41.600 --> 00:36:43.933
MAN: WELL, THAT NEW ENGLAND
FLAVORED COFFEE STUFF.

00:36:43.933 --> 00:36:45.200
WHAT HAVE YOU
GOT IN YOUR CUP?

00:36:45.200 --> 00:36:46.766
DEAN CYCON: I
GOT DINER COFFEE.

00:36:46.766 --> 00:36:48.766
MAN: OH, THAT'S WHY IT
TASTES LIKE IT DOES,

00:36:48.766 --> 00:36:49.900
IT'S DINER COFFEE.

00:36:49.900 --> 00:36:52.466
I THINK WE SHOULD HEAD
DOWN THE ROAD TO DUNKIN DONUTS

00:36:52.466 --> 00:36:54.600
MYSELF AND GO GET
US A REAL COFFEE.

00:36:54.600 --> 00:36:56.200
DEAN CYCON: YOU'RE
A DUNKIN DONUTS GUY?

00:36:56.200 --> 00:36:57.533
MAN: YEAH.

00:36:57.533 --> 00:36:59.666
DEAN CYCON: WELL, EVERYONE'S
GOT THEIR OPINION, RIGHT?

00:36:59.666 --> 00:37:01.500
HERE'S TO YA.

00:37:01.500 --> 00:37:03.333
MAN: WHEN YOU WANT
A GOOD CUP OF JOE,

00:37:03.333 --> 00:37:05.100
DUNKIN DONUTS
IS THE WAY TO GO.

00:37:05.100 --> 00:37:08.800
DEAN CYCON: OKAY.

00:37:08.800 --> 00:37:12.066
THE DINER SEEMS TO TAKE US
BACK TO SQUARE ONE AGAIN.

00:37:12.066 --> 00:37:15.900
UNREMARKABLE COFFEE,
WHOLESOME FULFILLING FOOD.

00:37:15.900 --> 00:37:19.900
ALL DESIGNED FOR BASIC
FUNCTIONALITY AND EXPEDIENCY.

00:37:19.900 --> 00:37:22.500
WE AMERICANS
LIKE TO WORK HARD,

00:37:22.500 --> 00:37:25.933
AND WE'VE GOT TO START
OUR DAY AND GET GOING.

00:37:25.933 --> 00:37:29.166
THE CHALLENGE OF LATER
20TH CENTURY AMERICA WAS,

00:37:29.166 --> 00:37:31.400
NOW THAT YOU'VE GOT A
NATION HOOKED ON CUP OF JOE,

00:37:31.400 --> 00:37:35.033
HOW DO YOU PERSUADE THEM TO
MOVE ON TO SOMETHING TASTIER,

00:37:35.033 --> 00:37:36.500
MORE AUTHENTIC.

00:37:36.500 --> 00:37:39.033
HONEST JOE, NOT
YOUR AVERAGE JOE.

00:37:47.733 --> 00:37:50.766
DEAN CYCON: FROM THE EASTERN
PORTS TO THE WESTERN SEABOARD,

00:37:50.766 --> 00:37:53.300
AMERICANS TOOK TO
COFFEE WITH ABANDON.

00:37:53.300 --> 00:37:57.233
THE DRINK BECAME THE NATIONS
INDISPENSABLE BEST FRIEND AND

00:37:57.233 --> 00:37:59.933
DURING THE 20TH CENTURY
IT WOULDN'T TAKE LONG FOR

00:37:59.933 --> 00:38:03.600
AMERICAN COFFEE
CULTURE TO IMPACT THE WORLD.

00:38:07.600 --> 00:38:14.400
♪ ♪

00:38:17.566 --> 00:38:20.666
WELCOME TO SEATTLE!

00:38:23.933 --> 00:38:26.300
HOW'S IT GOING?

00:38:26.300 --> 00:38:28.933
LET'S DO IT.

00:38:36.166 --> 00:38:38.766
SEATTLE'S GOT THE
BLUEST SKY IN THE COUNTRY,

00:38:38.766 --> 00:38:43.800
THEN THERE'S THE OTHER
12 MONTHS OF THE YEAR.

00:38:43.800 --> 00:38:47.600
BUT HEY, IT IS THE
COFFEE CAPITAL OF AMERICA.

00:38:52.366 --> 00:38:55.800
ALFRED PEET WAS
PROBABLY THE KEY FIGURE IN

00:38:55.800 --> 00:38:58.833
THE AMERICAN COFFEE
REVOLUTION OF THE 1960'S.

00:38:58.833 --> 00:39:01.133
HE WAS ORIGINALLY
FROM HOLLAND AND HE GREW UP

00:39:01.133 --> 00:39:03.400
IN THE COFFEE BUSINESS
THROUGH HIS FAMILY.

00:39:03.400 --> 00:39:05.966
LIKE MANY EUROPEAN
IMMIGRANTS HE WAS PROBABLY

00:39:05.966 --> 00:39:09.966
SHOCKED AT THE QUALITY
OF THE BITTER BLACK BREW HE

00:39:09.966 --> 00:39:12.300
EXPERIENCED WHEN HE
CAME TO AMERICA INSTEAD OF

00:39:12.300 --> 00:39:14.966
THE STYLE OF COFFEE
HE WAS USED TO AT HOME.

00:39:14.966 --> 00:39:19.900
AND HE WAS DETERMINED
TO DO SOMETHING ABOUT IT.

00:39:19.900 --> 00:39:22.366
WHEN ALFRED PEET
OPENED A SMALL COFFEE SHOP

00:39:22.366 --> 00:39:23.966
IN BERKELEY, CALIFORNIA,

00:39:23.966 --> 00:39:26.500
FEW NOTICED THAT A
REVOLUTION WAS BREWING.

00:39:26.500 --> 00:39:28.800
HIS COFFEE WAS UNLIKE
ANYTHING AMERICANS HAD

00:39:28.800 --> 00:39:32.233
EXPERIENCED SO FAR:
FRESH ARABICA BEANS,

00:39:32.233 --> 00:39:34.966
JUST AS FRESHLY ROASTED,
PRODUCING A TASTE THAT WAS

00:39:34.966 --> 00:39:37.566
RICH, DARK AND COMPLEX.

00:39:37.566 --> 00:39:40.600
LITTLE DID PEET KNOW THAT
HE WOULD INSPIRE A NEW WAVE

00:39:40.600 --> 00:39:44.566
OF COFFEE ENTREPRENEURS,
MOST NOTABLY THREE BUDDIES WHO

00:39:44.566 --> 00:39:47.733
WENT ON TO FOUND THE WORLD'S
LARGEST COFFEE CORPORATION...

00:39:47.733 --> 00:39:49.666
STARBUCKS!

00:39:49.666 --> 00:39:52.300
STARBUCK'S HUMBLE BEGINNINGS
CAN BE TRACED TO SEATTLE'S

00:39:52.300 --> 00:39:55.666
OLD WHARF IN
PIKE'S PUBLIC MARKET.

00:39:55.666 --> 00:40:00.000
JUDITH TAKES A TOUR AROUND
THE BRAND'S FIRST STORE.

00:40:02.866 --> 00:40:04.866
JUDITH JONES: HERE IN THIS
COFFEE HOUSE THE STORY OF

00:40:04.866 --> 00:40:07.500
STARBUCKS COFFEE BEGAN,
THOUGH THIS IS NOT JUST THE

00:40:07.500 --> 00:40:10.766
STORY OF COFFEE; THIS IS THE
STORY OF THE AMERICAN DREAM

00:40:10.766 --> 00:40:12.766
IN THE FORM OF
THE COFFEE BEAN.

00:40:12.766 --> 00:40:14.300
FROM DISHWASHER
TO MILLIONAIRE;

00:40:14.300 --> 00:40:16.600
FROM IDEA TO AN EMPIRE.

00:40:16.600 --> 00:40:18.500
HI THERE, CAN I
GET A LATTE PLEASE?

00:40:18.500 --> 00:40:20.633
MAN: SURE THING.

00:40:22.866 --> 00:40:24.966
WOMAN: I HAVE A
GRAND LATTE FOR JUDITH.

00:40:24.966 --> 00:40:26.000
JUDITH JONES: THANK YOU.

00:40:26.000 --> 00:40:27.800
WOMAN: YEAH,
HAVE A GREAT DAY.

00:40:27.800 --> 00:40:29.266
JUDITH JONES: SO
CAN YOU IMAGINE,

00:40:29.266 --> 00:40:31.866
THIS IS WHERE THE
STARBUCKS EMPIRE ALL BEGAN.

00:40:31.866 --> 00:40:35.933
FROM THIS TINY LITTLE PLACE,
JUST LOOK HOW SMALL IT IS.

00:40:35.933 --> 00:40:38.200
IT ACTUALLY USED TO BE A
FARMERS MARKET BACK IN THE

00:40:38.200 --> 00:40:40.333
EARLY 20TH CENTURY
WHERE THEY WOULD ROAST AND

00:40:40.333 --> 00:40:44.666
SELL THEIR OWN BEANS.

00:40:44.666 --> 00:40:48.766
MARK PENDERGRAST: STARBUCKS
HAS BECOME SO WELL KNOWN AND

00:40:48.766 --> 00:40:51.300
SO BIG THAT MANY PEOPLE
LOOK AT IT AS, YOU KNOW,

00:40:51.300 --> 00:40:54.233
THIS HUGE CORPORATE
BEHEMOTH NOW.

00:40:54.233 --> 00:40:57.333
DEAN CYCON: THE STARBUCKS
REVOLUTION STARTS IN 1971

00:40:57.333 --> 00:40:59.800
IN SEATTLE ON
AMERICA'S WEST COAST,

00:40:59.800 --> 00:41:01.666
WHEN TWO
TEACHERS AND A WRITER,

00:41:01.666 --> 00:41:04.933
JERRY BALDWIN, ZEV SIEGEL
AND GORDON BOWKER,

00:41:04.933 --> 00:41:08.366
RAISE AN $8,000 LOAN TO
START SELLING ROASTED COFFEE

00:41:08.366 --> 00:41:11.766
BEANS AND EQUIPMENT FROM A
TINY STORE ON PIKE'S MARKET

00:41:11.766 --> 00:41:13.366
ON THE PUGET SOUND.

00:41:13.366 --> 00:41:16.333
STARBUCKS GETS NAMED AFTER
A SHIPMATE IN MELVILLE'S

00:41:16.333 --> 00:41:20.300
"MOBY DICK" AND A
SIREN IS ADOPTED AS A LOGO.

00:41:20.300 --> 00:41:23.066
SKIP AHEAD TEN YEARS
AND HOWARD SCHULZ BECOMES

00:41:23.066 --> 00:41:25.200
STARBUCK'S HEAD OF MARKETING.

00:41:25.200 --> 00:41:28.566
HE'S SENT TO ITALY TO
SAMPLE THE CAFE CULTURE AND

00:41:28.566 --> 00:41:31.266
THE DELICIOUS DRINK
MADE ON THE ESPRESSO MACHINE.

00:41:31.266 --> 00:41:34.100
SCHULTZ RETURNS TO
AMERICA A CONVERTED MAN

00:41:34.100 --> 00:41:36.800
BUT HE FAILS TO CONVINCE
BOWKER AND BALDWIN THAT THE

00:41:36.800 --> 00:41:40.133
ITALIAN MODEL IS THE FUTURE
OF THE U.S. COFFEE INDUSTRY.

00:41:40.133 --> 00:41:43.266
SO HE LEAVES THE COMPANY
IN 1985 AND SETS UP HIS OWN

00:41:43.266 --> 00:41:47.633
COFFEE SERVICE APTLY
CALLED "IL GIORNALE."

00:41:47.633 --> 00:41:49.833
IT PROVES A SUCCESSFUL
BUSINESS AND HIS SOARING

00:41:49.833 --> 00:41:52.766
PROFITS ALLOW HIM TO BUY UP
STARBUCKS FROM ITS FOUNDERS

00:41:52.766 --> 00:41:55.900
FOR $3.7 MILLION.

00:41:55.900 --> 00:41:58.433
AND SO, THE NEW
STARBUCKS IS BORN.

00:41:58.433 --> 00:42:01.633
IT BECOMES A PUBLIC
COMPANY IN 1992 AND STARTS

00:42:01.633 --> 00:42:05.400
TO BREW SUGAR-IZED AND
CREAMY COFFEES AND TEAS.

00:42:05.400 --> 00:42:07.933
IT GATHERS INSPIRATION
FROM THE MOST ARTISAN OF

00:42:07.933 --> 00:42:11.100
COFFEE HOUSES THAT ALLOWS
THEM TO DELIVER TAILOR-MADE

00:42:11.100 --> 00:42:14.800
RECIPES TO ITS CUSTOMERS,
SUCH AS THE FRAPUCCINO WHICH IT

00:42:14.800 --> 00:42:17.100
TAKES FROM THE BOSTON
"COFFEE CONNECTION,"

00:42:17.100 --> 00:42:19.366
AND ITS PASTRIES WHICH IT
POCKETS FROM THE CANADIAN

00:42:19.366 --> 00:42:21.266
"BOULANGE" BAKERIES.

00:42:21.266 --> 00:42:24.200
STARBUCKS HAS CONQUERED
65 COUNTRIES BY OPENING OVER

00:42:24.200 --> 00:42:27.166
23,000 STORES WORLDWIDE.

00:42:27.166 --> 00:42:31.166
AND SO THE SECOND
COFFEE REVOLUTION IS BORN.

00:42:31.166 --> 00:42:34.233
MARK PENDERGRAST: HOWARD
SCHULZ WAS THIS BROOKLYN KID

00:42:34.233 --> 00:42:36.366
WHO HAD STREET SMARTS.

00:42:36.366 --> 00:42:39.233
HE READ A BOOK CALLED
"THE GREAT GOOD PLACE"

00:42:39.233 --> 00:42:44.200
BY RAY OLDENBURG ABOUT HOW
PEOPLE NEEDED A THIRD PLACE,

00:42:44.200 --> 00:42:46.666
NOT JUST HOME,
NOT JUST WORK...

00:42:46.666 --> 00:42:49.233
BUT A PLACE TO SOCIALIZE.

00:42:49.233 --> 00:42:53.233
AND WE WERE MISSING
THAT IN THE UNITED STATES;

00:42:53.233 --> 00:42:55.400
IN EUROPE THEY
HAD THE CAFES.

00:42:55.400 --> 00:42:59.733
SO HOWARD SCHULZ REALLY
REALIZED THAT WE NEEDED A

00:42:59.733 --> 00:43:02.133
PLACE WHERE YOU
WEREN'T GOING TO GET DRUNK,

00:43:02.133 --> 00:43:06.700
WHERE PEOPLE FROM ALL
AGE GROUPS COULD COME FOR A

00:43:06.700 --> 00:43:08.266
COMMUNITY EXPERIENCE.

00:43:08.266 --> 00:43:12.833
OR WHAT HE CAME TO CALL
"THE STARBUCKS EXPERIENCE."

00:43:14.900 --> 00:43:16.733
JUDITH JONES: WELCOME
TO THE MAGICAL WORLD OF

00:43:16.733 --> 00:43:20.133
STARBUCKS IN THE 21ST CENTURY.

00:43:23.966 --> 00:43:25.800
ANDREW LINNEMANN: YOU KNOW,
I THINK THE GREAT THING ABOUT

00:43:25.800 --> 00:43:28.400
COFFEE IS THAT BEFORE
SPECIALITY COFFEE CAME ALONG,

00:43:28.400 --> 00:43:30.133
PEOPLE DIDN'T REALLY
PAY ATTENTION TO WHAT WAS

00:43:30.133 --> 00:43:31.400
IN THE CUP.

00:43:31.400 --> 00:43:32.933
IT WAS JUST HOT
BLACK COFFEE.

00:43:32.933 --> 00:43:36.433
AND WHAT STARBUCKS WAS ABLE
TO DO WAS INTRODUCE A TASTE

00:43:36.433 --> 00:43:39.500
OF PLACE AND ORIGIN AND
MORE MEANING BEHIND EACH CUP

00:43:39.500 --> 00:43:42.466
OF COFFEE AND INTRODUCE
FLAVORS FROM THE ISLAND OF

00:43:42.466 --> 00:43:45.766
SUMATRA AND INTRODUCE
MORE THAN JUST ROOT COFFEE,

00:43:45.766 --> 00:43:49.033
INTRODUCE ESPRESSO TO
THE U.S. ON A LARGER SCALE.

00:43:49.033 --> 00:43:51.866
AND THEN WE'VE BEEN ABLE
TO REALLY EXPAND THAT TO

00:43:51.866 --> 00:43:54.533
A RANGE OF COFFEES AND
ALSO A RANGE OF EXPERIENCES

00:43:54.533 --> 00:43:57.100
IN A PLACE YOU CAN
GATHER AND ENJOY YOUR COFFEE

00:43:57.100 --> 00:44:00.033
AND GET YOUR COFFEE.

00:44:00.033 --> 00:44:03.366
MARK PENDERGRAST: RECENTLY
STARBUCKS HAS TRIED TO JOIN,

00:44:03.366 --> 00:44:06.733
SORT OF, THE THIRD WAVE,
AS ITS CALLED, OF COFFEE.

00:44:06.733 --> 00:44:09.800
SO STARBUCKS HAS BEGUN
TO TRY TO TAP INTO THAT

00:44:09.800 --> 00:44:12.166
WITH STARBUCKS RESERVE.

00:44:12.166 --> 00:44:15.533
NOT ONLY ARE WE CONCERNED
ABOUT GOOD COFFEE BUT WE

00:44:15.533 --> 00:44:20.100
WANT IT TO BE ABSOLUTELY
THE BEST COFFEE FROM A

00:44:20.100 --> 00:44:24.100
PARTICULAR HILLSIDE, YOU
WANT A DIRECT CONTACT WITH

00:44:24.100 --> 00:44:26.233
THE PEOPLE THAT ARE
GROWING THE COFFEE.

00:44:26.233 --> 00:44:31.100
THEY'RE KIND OF JUMPING
IN TO THIS WHOLE NOTION OF

00:44:31.100 --> 00:44:33.400
THIRD WAVE SPECIALTY COFFEE.

00:44:33.400 --> 00:44:35.066
DANIEL SHEWMAKER: I
WOULD SAY THE THIRD WAVE

00:44:35.066 --> 00:44:38.300
REVOLUTION OF COFFEE REFERS
TO A GENERATION OF COFFEE

00:44:38.300 --> 00:44:42.666
PRODUCERS, ROASTERS,
ARTISANS WHO ARE OBSESSED

00:44:42.666 --> 00:44:45.300
OVER QUALITY AT EVERY
STAGE OF PRODUCTION,

00:44:45.300 --> 00:44:48.766
ELEVATING COFFEE BEYOND A
COMMODITY INTO SOMETHING

00:44:48.766 --> 00:44:52.333
THAT CAN REALLY BE A FORM
OF LIVELIHOOD FOR THE FARMER

00:44:52.333 --> 00:44:54.966
AND ALSO CAN DELIVER
SOMETHING AT THE END OF THE

00:44:54.966 --> 00:44:57.133
DAY WHICH IS WORTH
THAT VALUE, YOU KNOW,

00:44:57.133 --> 00:45:00.966
TAKING IT TO THAT LEVEL
OF SOMETHING LIKE WINE.

00:45:00.966 --> 00:45:03.933
JUDITH JONES: SO ANDREW,
HAS COFFEE CHANGED AMERICA?

00:45:03.933 --> 00:45:06.366
ANDREW LINNEMANN: I THINK
WHAT'S CHANGED OVER TIME,

00:45:06.366 --> 00:45:10.066
ESPECIALLY IN THE STATES,
IS PEOPLE ARE GETTING MORE

00:45:10.066 --> 00:45:13.066
INTERESTED IN THE PROVENCE OF
THINGS THAT THEY CAN CONSUME.

00:45:13.066 --> 00:45:16.800
WE CAN IN A COFFEE SENSE
REALLY BRING TO LIFE THE

00:45:16.800 --> 00:45:19.233
TASTE OF PLACE, THE FARMER
WHO GREW THAT COFFEE AND

00:45:19.233 --> 00:45:22.866
CREATE WAYS IN WHICH PEOPLE
CAN INTERACT WITH NOT JUST THE

00:45:22.866 --> 00:45:24.633
COFFEE ITSELF BUT DIFFERENT
BEVERAGE PREPARATIONS.

00:45:24.633 --> 00:45:27.766
AND, SO, THAT FOR ME IS WHAT'S
BEEN SO REMARKABLE ABOUT IT.

00:45:27.766 --> 00:45:30.066
A FRUIT THAT'S COME OFF A
TREE HAS BEEN ABLE TO DO

00:45:30.066 --> 00:45:33.700
THAT AND IN THE STATES THAT
NOBODY THOUGHT POSSIBLE.

00:45:35.500 --> 00:45:37.800
DEAN CYCON: IN A SENSE,
THE ARTISAN MOVEMENT CAN BE

00:45:37.800 --> 00:45:40.600
TRACED BACK TO THE
MID-1800'S WHEN AMERICAN

00:45:40.600 --> 00:45:43.833
ENTREPRENEURS, SUCH AS
HENRY NICHOLAS GREENWELL,

00:45:43.833 --> 00:45:47.633
STARTED GROWING THEIR OWN
ARABICA BEANS IN HAWAII.

00:45:47.633 --> 00:45:50.500
I MEET HENRY'S GREAT
GRANDSON THOMAS WHO EXPLAINS

00:45:50.500 --> 00:45:53.433
HOW THE KONA COFFEE GROWN
ON HIS GRANDFATHERS' LAND

00:45:53.433 --> 00:45:55.866
BECAME A WORLD LEADER.

00:45:55.866 --> 00:46:00.566
THOMAS GREENWELL: BY 1873
HE SENT COFFEE TO THE WORLD FAIR

00:46:00.566 --> 00:46:03.366
IN VIENNA, AUSTRIA AND
HE WAS AWARDED A CERTIFICATE

00:46:03.366 --> 00:46:06.766
OF EXCELLENCE FROM THE
KAISER OF THE WORLD FAIR.

00:46:06.766 --> 00:46:09.833
DEAN CYCON: WOW, VIENNA
AT THE TIME WAS THE COFFEE

00:46:09.833 --> 00:46:13.666
CAPITAL OF THE WORLD AND IT HAD
A LOT OF HIGH QUALITY COFFEE,

00:46:13.666 --> 00:46:17.033
SO ALL OF A SUDDEN
THIS BRITISH ADVENTURER MORE

00:46:17.033 --> 00:46:20.566
OR LESS ENTREPRENEUR COMES
ALONG WITH A COUPLE OF BAGS

00:46:20.566 --> 00:46:23.133
OF COFFEE FROM SOME
ISLAND AND HE COPS THE

00:46:23.133 --> 00:46:24.533
HONORS AT THE FAIR.

00:46:24.533 --> 00:46:27.166
THOMAS GREENWELL: I BELIEVE
THAT PUT KONA ON THE MAP.

00:46:27.166 --> 00:46:29.366
DEAN CYCON: SO THAT'S
THE START BASICALLY OF THE

00:46:29.366 --> 00:46:32.300
SPECIALTY COFFEE INDUSTRY
IN HAWAII AND THEN IN

00:46:32.300 --> 00:46:34.166
WHAT BECOMES AMERICA.

00:46:34.166 --> 00:46:37.533
FROM THE SEEDS HERE
TO ALL OVER THE WORLD?

00:46:37.533 --> 00:46:42.100
THOMAS GREENWELL: YEAH,
THAT'S A GOOD WAY TO LOOK AT IT.

00:46:42.100 --> 00:46:44.800
DEAN CYCON: TOM CONTINUES
THE FAMILY TRADITION AND GROWS

00:46:44.800 --> 00:46:47.866
EXQUISITE KONA COFFEE
ON HIS GREENWELL FARM THAT'S

00:46:47.866 --> 00:46:50.500
IN SUCH DEMAND
AROUND THE WORLD.

00:46:50.500 --> 00:46:53.166
RIPE RED CHERRIES
ARE PICKED BY HAND.

00:46:53.166 --> 00:46:56.566
EACH TREE YIELDS ABOUT
2 POUNDS OF GREEN COFFEE BEANS

00:46:56.566 --> 00:46:59.966
A YEAR, FROM ROUGHLY
9 POUNDS OF FRUIT.

00:46:59.966 --> 00:47:02.933
THE FRUIT IS THROWN INTO
A DE-PULPING MACHINE THAT

00:47:02.933 --> 00:47:06.766
SEPARATES THE
BEANS FROM THE FRUIT.

00:47:09.000 --> 00:47:12.733
THE FRUIT IS DE-PULPED BY
A SPINNING, BLADED SHAFT.

00:47:12.733 --> 00:47:16.033
THE BEANS RELEASED BY THIS
PROCESS GET WASHED IN A CHANNEL

00:47:16.033 --> 00:47:18.900
OR GUTTER OF RUSHING WATER.

00:47:18.900 --> 00:47:21.833
UNRIPE BEANS FLOAT TO THE
SURFACE WHILE THE HEAVIER,

00:47:21.833 --> 00:47:24.166
MATURE ONES SINK
TO THE BOTTOM.

00:47:24.166 --> 00:47:27.000
THE MATURE BEANS END UP
IN A TANK WHERE THEY SOAK

00:47:27.000 --> 00:47:29.533
OVERNIGHT TO REMOVE
THE GOOEY OUTER LAYER

00:47:29.533 --> 00:47:33.133
CALLED, "HONEY" AND BEGIN
THE FERMENTATION PROCESS.

00:47:33.133 --> 00:47:36.033
FINALLY, THE COFFEE
BEANS ARE DRIED AND RAKED ON

00:47:36.033 --> 00:47:38.500
LARGE, FLAT BEDS.

00:47:38.500 --> 00:47:40.466
JUDITH JONES: ONCE THE
COFFEE BEANS ARE DRIED AND

00:47:40.466 --> 00:47:43.466
PROCESSED, ROASTING
TRANSFORMS THE GREEN COFFEE

00:47:43.466 --> 00:47:46.900
BEANS INTO THE AROMATIC
BROWN BEANS THAT WE PURCHASE,

00:47:46.900 --> 00:47:49.200
EITHER WHOLE OR
ALREADY GROUND.

00:47:49.200 --> 00:47:51.333
THIS PROCESS,
CALLED PYROLYSIS,

00:47:51.333 --> 00:47:53.833
IS AT THE HEART OF
WHAT PRODUCES THE AROMA AND

00:47:53.833 --> 00:47:56.900
THE FLAVOR OF THE
COFFEE WE DRINK.

00:47:58.300 --> 00:48:00.633
ROASTING IS GENERALLY
PERFORMED IN THE COUNTRY

00:48:00.633 --> 00:48:02.533
WHICH HAS
IMPORTED THE COFFEE.

00:48:02.533 --> 00:48:04.833
SO THE FRESHLY ROASTED
BEANS REACH THE CONSUMER

00:48:04.833 --> 00:48:08.100
AS QUICKLY AS POSSIBLE.

00:48:08.100 --> 00:48:10.166
I'M MEETING UP
WITH JAMES HOFFMAN,

00:48:10.166 --> 00:48:12.466
THE AUTHOR OF THE
WORLD ATLAS OF COFFEE,

00:48:12.466 --> 00:48:14.966
AND OWNER OF SQUARE
MILE COFFEE ROASTERS,

00:48:14.966 --> 00:48:18.500
A MULTI AWARD WINNING
COMPANY IN EAST LONDON.

00:48:18.500 --> 00:48:20.900
SO JAMES, WHERE DO YOU
SOURCE YOUR BEANS FROM?

00:48:20.900 --> 00:48:23.666
JAMES HOFFMAN: SO WE SOURCE
COFFEE FROM ALL OVER THE WORLD.

00:48:23.666 --> 00:48:26.133
THE THING THAT'S IMPORTANT
TO US IS THAT IT COMES FROM,

00:48:26.133 --> 00:48:28.833
IDEALLY, A SMALL FARM OR
A SMALL GROUP OF GROWERS.

00:48:28.833 --> 00:48:31.433
BUT ALSO THAT IT'S
FRESHLY HARVESTED,

00:48:31.433 --> 00:48:33.300
SO DIFFERENT COFFEES
HARVESTED AT DIFFERENT TIMES

00:48:33.300 --> 00:48:34.700
OF THE YEAR.

00:48:34.700 --> 00:48:36.200
SO ALL YEAR ROUND WE'RE
LOOKING FOR COFFEE AND

00:48:36.200 --> 00:48:37.933
THEY'RE COMING IN HERE.

00:48:37.933 --> 00:48:40.133
WHEN THEY ARRIVE THEY
ARRIVE AS A RAW SEED BASICALLY.

00:48:40.133 --> 00:48:42.000
WE CALL IT GREEN COFFEE
BECAUSE IT'S UN-ROASTED

00:48:42.000 --> 00:48:43.366
AT THIS POINT.

00:48:43.366 --> 00:48:45.600
THEN OUR JOB IS TO TAKE
THOSE COFFEES AND THEN TO

00:48:45.600 --> 00:48:47.733
ROAST THEM, WHICH IS
GOING ON BEHIND YOU HERE.

00:48:47.733 --> 00:48:49.666
JUDITH JONES: SO TELL ME
ABOUT THE ROASTING PROCESS?

00:48:49.666 --> 00:48:51.933
JAMES HOFFMAN: THEY GO IN
THESE MACHINES AND THE WAY

00:48:51.933 --> 00:48:54.466
THEY WORK IS THAT GENERALLY
THERE'S A DRUM INSIDE THEM.

00:48:54.466 --> 00:48:57.533
THE JOB OF THE DRUM IS TO
TUMBLE THE COFFEE AROUND IN

00:48:57.533 --> 00:48:59.866
THE AIR BECAUSE IT'S
THE AIR THAT'S GOING TO

00:48:59.866 --> 00:49:01.133
DO THE ROASTING.

00:49:01.133 --> 00:49:03.100
SO WE HAVE THESE BIG
BURNERS IN THE MACHINES THAT

00:49:03.100 --> 00:49:05.300
HEAT THE AIR, AND THAT
HOT AIR FLOWS THROUGH THE

00:49:05.300 --> 00:49:07.866
DRUM AND REALLY DOES
MOST THE ROASTING PROCESS.

00:49:07.866 --> 00:49:11.433
AND WHAT WE CAN DO IS
WE CAN SMELL WE CAN LOOK,

00:49:11.433 --> 00:49:12.866
AND WE CAN MEASURE
THE TEMPERATURE AND

00:49:12.866 --> 00:49:15.066
WE CAN SEE HOW THE
COFFEE IS ROASTING,

00:49:15.066 --> 00:49:17.466
JUST TO BRING OUT
THE BEST FLAVORS OF THAT

00:49:17.466 --> 00:49:18.966
PARTICULAR COFFEE.

00:49:18.966 --> 00:49:20.433
JUDITH JONES: AND AT
WHAT TEMPERATURE ARE THEY

00:49:20.433 --> 00:49:21.600
READY TO GO?

00:49:21.600 --> 00:49:23.166
JAMES HOFFMAN:
WHEN IT COMES OUT,

00:49:23.166 --> 00:49:24.933
IT'S MAYBE 200-210
DEGREES CELSIUS,

00:49:24.933 --> 00:49:26.633
AND IT COMES OUT
INTO A COOLING TRAY.

00:49:26.633 --> 00:49:29.500
THEN WE TRY AND COOL THAT
DOWN WITHIN 3 OR 4 MINUTES.

00:49:29.500 --> 00:49:33.100
WE USE AIR AND GIANT
FANS TO SUCK AIR THROUGH

00:49:33.100 --> 00:49:34.400
TO COOL IT DOWN.

00:49:34.400 --> 00:49:35.800
JUDITH JONES: OKAY.

00:49:35.800 --> 00:49:37.766
JAMES HOFFMAN: THEN ONCE
IT'S NICE AND COOL WE MIGHT

00:49:37.766 --> 00:49:39.500
THEN BLEND THAT COFFEE IF
THAT'S WHAT'S GOING TO HAPPEN.

00:49:39.500 --> 00:49:41.166
OR WE MAY NOT, WE MAY
KEEP THAT SEPARATE AND

00:49:41.166 --> 00:49:43.366
SELL IT AS JUST COFFEE
FROM JUST ONE PLANT.

00:49:43.366 --> 00:49:45.533
IT'LL GO OFF TO BE PACKED,
BAGGED UP SO IT'S NICE AND

00:49:45.533 --> 00:49:48.366
FRESH, AND THEN ONTO A
CONSUMER OR MAYBE A CAFE.

00:49:48.366 --> 00:49:50.800
JUDITH JONES: GREAT.

00:49:59.933 --> 00:50:02.933
DEAN CYCON: MOST ARTISAN
ROASTERIES ARE INDEPENDENT

00:50:02.933 --> 00:50:05.766
LOCALLY OWNED BUSINESSES
THAT HAVE A GREAT FOLLOWING

00:50:05.766 --> 00:50:08.933
IN THEIR LOCAL NEIGHBORHOODS
AND THEY WORK HARD TO CREATE

00:50:08.933 --> 00:50:11.500
A RELATIONSHIP WITH THE
COFFEE FARMERS THEY BUY FROM.

00:50:11.500 --> 00:50:14.633
ONE OF THESE IS CAFFE VITA,
THEY HAVE 9 CAFES THROUGHOUT

00:50:14.633 --> 00:50:16.833
THE PACIFIC NORTHWEST
AND THEY HAVE A

00:50:16.833 --> 00:50:18.566
PUBLIC BREWING SCHOOL,

00:50:18.566 --> 00:50:21.566
THAT'S PBS FOR SHORT,
AS WELL AS A COMPREHENSIVE

00:50:21.566 --> 00:50:23.300
BARISTA TRAINING PROGRAM.

00:50:23.300 --> 00:50:26.633
LET'S CHECK 'EM OUT.

00:50:26.633 --> 00:50:27.933
DANIEL!

00:50:27.933 --> 00:50:29.133
DANIEL SHEWMAKER:
HEY DEAN, HOW'S IT GOING?

00:50:29.133 --> 00:50:30.733
DEAN CYCON: GREAT MAN,
WHAT A PLACE YOU'VE GOT HERE.

00:50:30.733 --> 00:50:32.133
DANIEL SHEWMAKER: WELCOME.

00:50:32.133 --> 00:50:34.900
DEAN CYCON: I'M SURFING
THE THIRD WAVE NOW.

00:50:39.866 --> 00:50:41.666
DANIEL SHEWMAKER:
ALRIGHT, WELCOME.

00:50:41.666 --> 00:50:44.233
DEAN CYCON: WHOA,
THE ROASTING ROOM.

00:50:44.233 --> 00:50:45.800
THIS IS THE HEART
OF THE OPERATION HUH?

00:50:45.800 --> 00:50:47.000
DANIEL SHEWMAKER:
YEAH, HERE IT IS.

00:50:47.000 --> 00:50:48.766
DEAN CYCON: WHAT'S
THIS ONE OVER HERE?

00:50:48.766 --> 00:50:50.500
DANIEL SHEWMAKER:
THIS IS A 12 KILO PROBOT.

00:50:50.500 --> 00:50:53.700
DEAN CYCON: DID YOU
START ON A MACHINE LIKE THIS?

00:50:53.700 --> 00:50:55.533
DANIEL SHEWMAKER: YEAH,
THIS IS ABOUT THE SIZE OF THE

00:50:55.533 --> 00:50:56.800
ROASTER WE STARTED AT.

00:50:56.800 --> 00:50:59.033
CAFFE VITA STARTED IN 1995,

00:50:59.033 --> 00:51:00.633
IT WAS FOUNDED BY
MIKE MCCONNELL IN THE

00:51:00.633 --> 00:51:02.300
QUEEN ANNE
NEIGHBORHOOD OF SEATTLE.

00:51:02.300 --> 00:51:03.933
DEAN CYCON: COOL, AND
YOU'RE IN 9 DIFFERENT

00:51:03.933 --> 00:51:05.400
NEIGHBORHOODS AROUND SEATTLE?

00:51:05.400 --> 00:51:06.800
DANIEL SHEWMAKER:
YES INDEED.

00:51:06.800 --> 00:51:08.333
DEAN CYCON: WOW, COOL.

00:51:08.333 --> 00:51:09.800
NOW THIS IS A BIG ROASTER.

00:51:09.800 --> 00:51:11.100
WHAT IS IT?

00:51:11.100 --> 00:51:13.100
DANIEL SHEWMAKER:
THIS IS A 45 KILO PROBOT.

00:51:13.100 --> 00:51:15.066
THIS IS BUILT IN THE 1930'S.

00:51:15.066 --> 00:51:17.666
WE BOUGHT THIS
ROASTER FROM CAFE TRIESTE

00:51:17.666 --> 00:51:19.066
IN SAN FRANCISCO.

00:51:19.066 --> 00:51:21.566
SO IT'S QUITE POSSIBLE
THAT KEROUAC DRANK COFFEE

00:51:21.566 --> 00:51:22.900
ROASTED ON THIS MACHINE.

00:51:22.900 --> 00:51:24.433
DEAN CYCON:
THAT'S AS ARTISANAL AS

00:51:24.433 --> 00:51:25.666
YOU CAN GET, RIGHT?

00:51:25.666 --> 00:51:27.000
VERY COOL.

00:51:27.000 --> 00:51:28.966
HOW MANY POUNDS A WEEK DO
YOU GUYS DO IN THIS PLACE?

00:51:28.966 --> 00:51:30.866
DANIEL SHEWMAKER: IT
VARIES BETWEEN PROBABLY

00:51:30.866 --> 00:51:32.933
30,000-40,000
POUNDS A WEEK.

00:51:32.933 --> 00:51:35.066
WE HAVE CUSTOMERS
ACROSS THE UNITED STATES;

00:51:35.066 --> 00:51:38.566
IT GOES TO DIFFERENT CAFES,
RESTAURANTS, GROCERY STORES,

00:51:38.566 --> 00:51:39.700
THAT SORT OF THING.

00:51:39.700 --> 00:51:41.066
DEAN CYCON: BUT
YOU ROAST IT ALL HERE?

00:51:41.066 --> 00:51:42.566
DANIEL SHEWMAKER: WE
ACTUALLY HAVE OTHER ROASTING

00:51:42.566 --> 00:51:43.900
FACILITIES AS WELL.

00:51:43.900 --> 00:51:45.500
WE LIKE TO ROAST OUR COFFEE
CLOSE TO WHERE OUR CUSTOMERS

00:51:45.500 --> 00:51:47.666
ARE SO WE CAN
DELIVER IT FRESH.

00:51:47.666 --> 00:51:50.566
IT COMES STRAIGHT OUT OF THE
ROASTER AND GETS PACKAGED UP

00:51:50.566 --> 00:51:52.466
AND DELIVERED THE NEXT DAY.

00:51:52.466 --> 00:51:54.066
DEAN CYCON: WOW,
SOUP THE NUTS...

00:51:54.066 --> 00:51:55.800
LIKE THE MILKMAN,
YOU MAKE IT AND GET IT

00:51:55.800 --> 00:51:57.433
OUT TO THEM RIGHT AWAY.

00:51:57.433 --> 00:51:58.800
DANIEL SHEWMAKER: EXACTLY.

00:51:58.800 --> 00:52:01.300
DEAN CYCON: SO DO YOU SERVE
THE SAME COFFEE IN EACH CAFE?

00:52:01.300 --> 00:52:03.000
DANIEL SHEWMAKER: YEAH,
WE HAVE THE SAME OFFERINGS

00:52:03.000 --> 00:52:05.300
IN EACH CAFE THAT WE
ROTATE ON A DAILY BASIS,

00:52:05.300 --> 00:52:07.566
AND THROUGHOUT THE YEAR WE
ROTATE OUR COFFEES AS WELL,

00:52:07.566 --> 00:52:09.833
AS SEASONAL COFFEES COME
IN FROM DIFFERENT ORIGINS.

00:52:09.833 --> 00:52:11.566
DEAN CYCON: RIGHT, BECAUSE
PART OF THE FOCUS OF THE

00:52:11.566 --> 00:52:14.533
ARTISANAL ASPECT OF WHAT YOU
DO IS THE SEASONALITY, RIGHT?

00:52:14.533 --> 00:52:16.933
DANIEL SHEWMAKER:
ABSOLUTELY, COFFEE IS A CROP,

00:52:16.933 --> 00:52:20.000
IT'S SEASONAL, IT'S
NOT ALWAYS GROWING.

00:52:20.000 --> 00:52:22.366
DEAN CYCON: AND THE
CUSTOMERS YOU HAVE OUT HERE,

00:52:22.366 --> 00:52:24.900
THEY'RE LIKE A DIFFERENT CREW
IN EACH NEIGHBORHOOD, RIGHT?

00:52:24.900 --> 00:52:26.566
DANIEL SHEWMAKER:
EVERY NEIGHBORHOOD HAS

00:52:26.566 --> 00:52:27.900
IT'S OWN PERSONALITY.

00:52:27.900 --> 00:52:29.433
DEAN CYCON: PERSONALITY
IS THE KEY, ISN'T IT?

00:52:29.433 --> 00:52:30.900
DANIEL SHEWMAKER:
ABSOLUTELY, YEP.

00:52:30.900 --> 00:52:32.600
DEAN CYCON: SO YOU AND I
BOTH SPEND A LOT OF

00:52:32.600 --> 00:52:34.000
TIME IN INDONESIA...

00:52:34.000 --> 00:52:36.500
WHAT'S YOUR RELATIONSHIP
LIKE WITH FOR EXAMPLE THE

00:52:36.500 --> 00:52:37.800
SUMATRAN FARMERS?

00:52:37.800 --> 00:52:40.666
I KNOW YOU WORK WITH EKA,
WE DO TOO, EARHAMEN COMPANY.

00:52:40.666 --> 00:52:43.500
WHAT'S YOUR
RELATIONSHIP LIKE?

00:52:43.500 --> 00:52:45.433
DANIEL SHEWMAKER: WELL, WE
VISIT THEM ON A REGULAR BASIS,

00:52:45.433 --> 00:52:46.866
WE HAVE DIRECT
COMMUNICATION WITH THEM,

00:52:46.866 --> 00:52:49.200
WE UNDERSTAND HOW THE
CROP IS GOING EVERY YEAR AND

00:52:49.200 --> 00:52:51.733
WE ALSO WORK WITH THEM IN
ORDER TO WORK IN A PARTICULAR

00:52:51.733 --> 00:52:54.066
AREA WITHIN THE COOPERATIVE.

00:52:54.066 --> 00:52:56.300
SO WE HAVE A SPECIFIC
COFFEE THAT WE CAN OFFER OUR

00:52:56.300 --> 00:52:58.500
CUSTOMERS THAT'S
TRACEABLE TO THE REGION,

00:52:58.500 --> 00:53:01.000
TO THE AREA, TO THE
PRODUCERS THAT IS UNIQUE.

00:53:01.000 --> 00:53:02.266
DEAN CYCON: WHAT'S
THE NAME OF THE REGION?

00:53:02.266 --> 00:53:03.533
DANIEL SHEWMAKER:
ATU LINTAN.

00:53:03.533 --> 00:53:04.900
DEAN CYCON: ATU LINTAN.

00:53:04.900 --> 00:53:07.366
GREAT, YEAH, I'M PARTIAL
TO INDONESIAN COFFEE MYSELF.

00:53:07.366 --> 00:53:09.433
IT'S FRANKLY MY FAVORITE
COUNTRY IN THE WORLD.

00:53:09.433 --> 00:53:13.600
&nbsp;<i>[SPEAKS INDONESIAN].</i>

00:53:13.600 --> 00:53:14.733
DON'T YOU THINK?

00:53:14.733 --> 00:53:18.266
&nbsp;<i>[DANIEL RESPONDS
&nbsp;IN INDONESIAN].</i>

00:53:18.266 --> 00:53:21.066
OKAY, SO IT SEEMS LIKE
YOU'RE TRYING TO KEEP THE

00:53:21.066 --> 00:53:24.333
ARTISANAL EXPERIENCE BY
DUPLICATING IT IN EACH OF

00:53:24.333 --> 00:53:25.333
YOUR LOCATIONS.

00:53:25.333 --> 00:53:26.800
IS THAT YOUR BUSINESS MODEL?

00:53:26.800 --> 00:53:28.266
DANIEL SHEWMAKER:
YEAH, ABSOLUTELY.

00:53:28.266 --> 00:53:30.700
I THINK IN ORDER TO BE
ARTISANAL AND TO BE FOCUSED ON

00:53:30.700 --> 00:53:33.233
QUALITY YOU CAN'T GROW
PAST A CERTAIN SIZE WHERE

00:53:33.233 --> 00:53:34.933
YOU LOSE TOUCH
WITH YOUR PRODUCT.

00:53:34.933 --> 00:53:37.333
IT HAS TO BE HANDS ON,
ATTENTION TO DETAIL,

00:53:37.333 --> 00:53:39.600
DELIVERED FRESH,
DELIVERED LOCAL.

00:53:39.600 --> 00:53:41.833
DEAN CYCON: AND SO
IS THAT WHAT KEEPS YOUR

00:53:41.833 --> 00:53:43.300
CUSTOMERS SATISFIED?

00:53:43.300 --> 00:53:44.566
DANIEL SHEWMAKER: YEAH,
I THINK THAT'S DEFINITELY

00:53:44.566 --> 00:53:45.633
PART OF IT.

00:53:45.633 --> 00:53:48.333
DEAN CYCON: GREAT.

00:53:48.333 --> 00:53:50.566
DANIEL INVITES ME
TO HIS "CUPPING."

00:53:50.566 --> 00:53:53.466
IT'S THE COFFEE
EQUIVALENT OF A WINE TASTING.

00:53:53.466 --> 00:53:56.433
BREAKING A THIN LAYER
OF GROUND COFFEE CRUST

00:53:56.433 --> 00:54:00.000
UNLEASHES THE AROMA OF
THE MAGIC POTION WITHIN.

00:54:02.266 --> 00:54:07.366
WELL, SHALL I HAZARD A GUESS
WHERE THESE COFFEES ARE FROM?

00:54:07.366 --> 00:54:08.733
DANIEL SHEWMAKER:
YEAH, GO FOR IT.

00:54:08.733 --> 00:54:11.800
DEAN CYCON: OKAY, JUDGING
BY THE VERY SMOOTH AND SOFT

00:54:11.800 --> 00:54:15.133
AROMA THAT'S COMING OUT I
WOULD SAY THESE ARE PERUVIAN

00:54:15.133 --> 00:54:16.533
OR SOUTH AMERICAN BEANS.

00:54:16.533 --> 00:54:17.733
DANIEL SHEWMAKER:
YEP, YOU'RE RIGHT.

00:54:17.733 --> 00:54:19.133
MOST OF THE
COFFEES ON THE TABLE,

00:54:19.133 --> 00:54:20.633
LIKE I SAID, WE'RE
CUPPING THEM BLIND;

00:54:20.633 --> 00:54:22.800
BUT I HAPPEN TO KNOW WHERE
MOST OF THESE ARE FROM.

00:54:22.800 --> 00:54:24.466
WE HAVE SOME
COLOMBIANS ON THE TABLE,

00:54:24.466 --> 00:54:27.400
A PERUVIAN
COFFEE ON THE TABLE,

00:54:27.400 --> 00:54:29.633
1 COSTA RICAN
AND 1 GUATEMALAN.

00:54:29.633 --> 00:54:31.433
DEAN CYCON: ISN'T IT
AMAZING HOW DIFFERENT PARTS

00:54:31.433 --> 00:54:33.500
OF THE WORLD HAVE
SUCH DIFFERENT PROFILES?

00:54:33.500 --> 00:54:35.600
DANIEL SHEWMAKER:
OH ABSOLUTELY, EVEN WITHIN

00:54:35.600 --> 00:54:37.900
THE SAME COUNTRY OR SAME
FARM YOU CAN GET COFFEES

00:54:37.900 --> 00:54:39.800
THAT TASTE QUITE
DIFFERENT FROM ONE ANOTHER.

00:54:39.800 --> 00:54:41.766
DEAN CYCON: RIGHT SIDE OF THE
HILL, LEFT SIDE OF THE HILL.

00:54:41.766 --> 00:54:43.033
DANIEL SHEWMAKER: EXACTLY.

00:54:43.033 --> 00:54:46.400
DEAN CYCON: AND NOW,
TIME TO TASTE THE COFFEE.

00:54:47.866 --> 00:54:49.466
SO WHAT ARE YOU
PICKING UP HERE?

00:54:49.466 --> 00:54:51.966
DANIEL SHEWMAKER: I'M
PICKING UP A NICE BRIGHT NOTE,

00:54:51.966 --> 00:54:55.666
SOMETHING LIKE CITRUS OR
RIPE PINEAPPLE, SWEET, SYRUPY.

00:54:55.666 --> 00:54:57.866
A LITTLE BIT OF MILK
CHOCOLATE UNDERNEATH IT.

00:54:57.866 --> 00:54:59.300
DEAN CYCON: WOW
YOU'RE GOING DEEP.

00:54:59.300 --> 00:55:00.733
DANIEL SHEWMAKER: YEAH,
THERE'S MANY LAYERS TO IT

00:55:00.733 --> 00:55:02.033
I WOULD SAY.

00:55:02.033 --> 00:55:04.100
DEAN CYCON: SO AT CAFFE
VITA HOW DO YOU KNOW WHEN

00:55:04.100 --> 00:55:05.866
SOMEONE'S GOT THE
STUFF TO BE A GOOD CUPPER?

00:55:05.866 --> 00:55:07.533
DANIEL SHEWMAKER: WELL YOU
HAVE TO BE REALLY PASSIONATE

00:55:07.533 --> 00:55:08.900
ABOUT COFFEE FOR ONE.

00:55:08.900 --> 00:55:12.433
YOU HAVE TO LOVE TO DO IT,
AND YOU HAVE TO BE OPEN TO

00:55:12.433 --> 00:55:15.766
TRYING TO EXPRESS YOURSELF
WITH THE COFFEE TO RELATE IT

00:55:15.766 --> 00:55:18.633
TO SOMEBODY ELSE, SO WE
CAN ALL COMMUNICATE WHAT WE

00:55:18.633 --> 00:55:20.466
LIKE OR DON'T LIKE
ABOUT THE COFFEE.

00:55:20.466 --> 00:55:22.833
NOT EVERYONE'S GOING
TO HAVE THE SAME TASTE.

00:55:22.833 --> 00:55:24.866
DEAN CYCON: AND THAT'S
JUST THE THING ABOUT COFFEE.

00:55:24.866 --> 00:55:27.600
BEING THE DEMOCRATIC DRINK
THAT IT'S BECOME MEANS THAT

00:55:27.600 --> 00:55:30.600
WE ALL HAVE OUR OWN TAKE
ON HOW WE WANT IT SOURCED

00:55:30.600 --> 00:55:32.766
AND HOW WE LIKE TO DRINK IT.

00:55:32.766 --> 00:55:36.166
AMERICAN IDEALS SERVED
UP IN A CAFFEINATED CUP.

00:55:36.166 --> 00:55:37.800
WOMAN: I LIKE IT BLACK,

00:55:37.800 --> 00:55:39.700
BUT IF I DO PUT ANYTHING IN IT,

00:55:39.700 --> 00:55:42.633
I LIKE PUTTING IN A LITTLE
BIT OF HONEY AND COCONUT MILK.

00:55:42.633 --> 00:55:45.766
MAN: IF I HEAR ABOUT A
REALLY AMAZING FARMER THAT

00:55:45.766 --> 00:55:50.966
WORKED REALLY HARD TO MAKE A
BEAN AND THE BEAN TASTES GOOD

00:55:50.966 --> 00:55:54.433
I'M GOING TO LIKE IT A LOT
MORE THAN, YOU KNOW,

00:55:54.433 --> 00:55:56.366
SOMEONE JUST SAYS, LIKE,

00:55:56.366 --> 00:55:58.433
OH, THIS IS GOOD
BECAUSE IT'S GOOD.

00:55:58.433 --> 00:56:00.166
ANDREW LINNEMANN: A DAY
WITHOUT COFFEE IS LIKE A DAY

00:56:00.166 --> 00:56:02.066
WITHOUT AIR.

00:56:02.066 --> 00:56:08.100
WOMAN: I USUALLY GET JUST
BLACK DRIP COFFEE OR LATTES.

00:56:08.100 --> 00:56:09.933
MAN: IF IT'S EARLY IN
THE MORNING AND I'M HAVING

00:56:09.933 --> 00:56:12.900
A ROUGH TIME I PREFER
A SHOT IN THE DARK.

00:56:15.300 --> 00:56:16.300
DEAN CYCON: HI JUDITH.

00:56:16.300 --> 00:56:18.700
JUDITH JONES:
HI DEAN, THANK YOU.

00:56:22.766 --> 00:56:24.766
DEAN CYCON: SO JUDITH,
YOU AND I HAVE BEEN ON THIS

00:56:24.766 --> 00:56:27.333
INCREDIBLE VOYAGE AROUND
THE WORLD OF COFFEE,

00:56:27.333 --> 00:56:30.100
AND I'D LIKE TO ASK YOU;
WHAT DO YOU THINK HAS BEEN

00:56:30.100 --> 00:56:33.433
A BIG IMPACT ON
OUR SOCIETIES FROM COFFEE?

00:56:33.433 --> 00:56:34.833
JUDITH JONES: WELL DEAN,

00:56:34.833 --> 00:56:36.766
I THINK COFFEE HAS
BEEN DEMOCRATIZED.

00:56:36.766 --> 00:56:38.766
COMING ACROSS THE
POND IT'S BECOME A DRINK

00:56:38.766 --> 00:56:40.100
FOR THE EVERYMAN.

00:56:40.100 --> 00:56:41.900
WHAT ABOUT YOU DEAN,
YOU HAVE BEEN A PIONEER

00:56:41.900 --> 00:56:43.966
IN THIS COFFEE
INDUSTRY FOR 20 YEARS,

00:56:43.966 --> 00:56:46.366
DO YOU THINK COFFEE
HAS CHANGED AMERICA?

00:56:46.366 --> 00:56:48.633
DEAN CYCON: YES I THINK
IT HAS CHANGED AMERICA,

00:56:48.633 --> 00:56:51.600
AND AMERICA IS ALWAYS
ABOUT CHANGE AND REINVENTION.

00:56:51.600 --> 00:56:54.266
IT'S REALLY IMPORTANT RIGHT
NOW BECAUSE WE'RE GOING

00:56:54.266 --> 00:56:56.900
THROUGH YET ANOTHER MOTION
OF CHANGE AND THAT IS THAT

00:56:56.900 --> 00:57:00.733
THE ARTISAN MOVEMENT HELPS
US SEE COFFEE NOT SO MUCH AS

00:57:00.733 --> 00:57:04.633
A MASS MARKET
COMMODITY THAN AS A FOOD.

00:57:04.633 --> 00:57:08.433
SO I THINK THERE'S A LOT
THAT'S BEEN DONE,

00:57:08.433 --> 00:57:13.266
BUT OUR COFFEE REVOLUTION
IS NOT FINISHED YET.