255 
of the cofifee drinking public and also that of the State of San 
Paulo, that some trade mark should be adopted, and in this way 
the public would be sure to get something reliable. The word 
"Fazenda" — meaning a plantation — was thought to be the most 
suitable, and was finally settled on. The cofifee was, and is packed 
in hermetically sealed tins, which, by the bye, is quite a new de- 
parture in the cofifee trade. The company soon found, however, 
that there was another enormous difihculty to contend with, name- 
ly, the making, and they have during the last few months made a 
special point in their advertisements of simple methods for making 
cofifee. They have also distributed something like two million 
cards to hang in the kitchen, giving these simple methods. This 
form of educational advertisement has proved most efifective, and 
there are daily applications for hundreds of these cards. 
ADVICE AS TO MAKING COFFEE. 
There is no doubt that care and absolute cleanliness are essential 
in the making of cofifee to get the right result, or the brew is gen- 
erally most indififerent. First and foremost, the utensil must be 
clean, and it is not sufificient to simply rinse it out with warm 
water. It should be scalded as there is a fatty substance in cofifee 
which settles on the inside of the jug and soon becomes rancid. 
Unless this is thoroughly washed away it is quite sufificient to 
make the next brew taste stale and unpleasant. Then the pot 
should be warmed, and the water must be boiling, and if the in- 
fusion method is being used the brew must be well stirred or 
poured to-and-fro from the jug to a cup or another jug before it 
is allowed to settle. 
With tea it is dififerent — all one has to do is to pour the hot 
water on to the tea, and let it stand a few minutes, when it is 
ready for use. It is not necessary to take any particular care with 
the tea pot. All one has to do is to see that no stale tea leaves 
are left in before making fresh tea. In China the leaves are 
shaken out of the tea-pot, as it would be considered wrong to even 
rinse it out, for they say in time (how long I am not quite pre- 
pared to say), in this way it becomes unnecessary to put any tea 
in at all, but just simply to put hot water in the pot. This much 
1 do know from my own personal experience out there — that the 
family tea-pot forms one of the most cherished heirlooms, and is 
handed down from generation to generation — unless, of course, 
it haopens to get smashed, in which case they have to start again. 
I have no hesitation in saying, however, that, provided one will 
take this little trouble with cofifee, and when you come to think of 
it, it is so slight that one is not justified in calling it trouble, but 
rather ordinary care, the result cannot be equalled by any other 
beverage, either as regards fragrance, delicacy of flavor, or the 
exhilarating efifect it has on the consumer. 
Cofifee has been used micdicinally as a cure or preventive for all 
manner of diseases. It has been found to be the best stimulant 
