The Courier News from Blytheville, Arkansas on February 23, 1956 · Page 9
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The Courier News from Blytheville, Arkansas · Page 9

Blytheville, Arkansas
Issue Date:
Thursday, February 23, 1956
Page 9
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THURSDAY, FEBRUARY 23, 1956 BLYTHEVILLE (ARK.) COURIER NEWS PAGE , ' REVOLUTIONARY! PRINCIPLE O GRAVITY FLOW a better way to produce a better coffee by Dana Brown, Prttident, Manhattan Coff»« Co. The instillation of Manhattan Coffee Co.'t revolutionary new "Rotiaser-ized" proem a the latest and most important ttep in achieving an entirely new concept for improved coffee proceeding by Manhattan. Tnii.unio.ut system it now In full operation in the completely remodeled and expanded seven story Manhattan Coffee plant in St. Louis. We call it "Gravity-Flow," became the coffee literally "flows" continuously, by force of gravity, down'through seven Boon of electronically controlled processing operations before being delivered to your food store. Moit important to you. however, it tht fact that tht economies of continuous operation and elimination of expensive hoisting and conveyor systems permit us to buy even more costly coffees for the Manhattan blend—and even to bring you the costly "Rotisser-iied" process — at no increoM In fria! This significant contribution to your coffee enjoyment—and to.the St. Louis' manufacturing scene—represents an in- »e«tment of over $500,000 in new equipment by the Manhattan Coffee Co. Here are" the important steps in the "Gravity-Flow" process: ELECTRONIC CONTROLS The ocermtlon <X "Gravity-FloV controlled by > single operator who electronically regulates the gravitational flow of coffee from one stage to another by the push of a button. BLENDING Gravity Sow begins on the top^oor of our plant. Here the world's finest coffees —coffees from Africa, Central and South America and tht West Indiea—are ex. pertly blended according to Manhat. tan's exclusive formula. The beans art carefully mixed in the huge blending machine, then transferred by gravits. tion to the next stage in the process. "ROT1SSER-IZED" PROCESS The blended beans are fed continuously through the new Rotisser-ized process which is unique. Although roasting time is only half as long as in ordinary roasting, the beans are subjected to •uch controlled, penetrating heat and movement that literally ail of the flavor cells in the beans are developed without burning—even the innermost cells never before reached by ordinary roasting. Furthermore, the entire operation is tealed, and no water is added. The coffee literally roasts in ita own flavor, and none escapes. The net result is an increase of 25 to 30% in the flavor, »rom» and richness of the Manhattan coffee when you brew it! PRECISION CUTTING 1 After the beans are RotUser-lzed, they are fed into Manhattan's modern "grinders." Actually the beans are not 1 ground at all,-but precision cut seven I 'imes to provide uniform granules of I 'lavorful coffee. The structure of a I coffee bean is similar to that of a honey- I comb. Mashing a honey-comb with a brl< is similar to ordinary grinding I irocesses where delicate flavor oils are I orced out of the cells. Slicing the \oney-corob with a knife is like the 1 Manhattan process. The flavor cells ' ire kept intact and the flavor is released I mly in your coffee maker. Manhattan's -i:ecisior\ cutters are capable of produc- 1 ,ng all popular grinds: Regular, Drip I and the sensational Glassmaker grind, developed by Manhattan. VACUUM SEALING Now the coffee is electronically released into the packaging and sealing machinery. Just the right amount of coffee goes into each can. a lid is placed on the can, air .is removed and the toffee is sealed in-all automatically. None of that carefully developed Manhattan flavor eecape*. This then, is the Manhattan "Gravity- Flow" process. At one end »re the world's choicest coffee beans, «t the •ther end, the world'* fineet cup of «fiee. In between, expert blending, the "Rotisser.iied" process, precision •utting and vacuum packing—«ll oper- •ting to bring you rich, deep-dowri flavor found only in Manhattan—the70 food cups In every pound of coffee, the Joffee guaranteed to please you better. REVOLUTI COFFE f» •-—-'•WBI flavor aroma At good cooks know, the gentle, circulating heat of the rotisserie roasts meats v evenly in their own juices... bringing out all the wonderful flavor, the tempting aroma inherent in good food. This is the principle of the revolutionary new "ROTISSER-IZED" process by MANHATTAN that out-dates regular coffee roasting. The most important coffee achievement in 50 years! Here's MANHATTAN'S giant "Rotisser-izer" where the'coffee beans whirl round and round. A coffee bean has hundreds of tiny cells that contain all the aromatic flavor, aroma and coffee vigor in the form of coffee oils. Regular coffee roasts develop only 75% of these flavor cells. The even, penetrating heat of the "Rotisserie" develops them all! For the first time the deep coffee flavor, the aroma,-the full-strength coffee vigor is released • even from the rich center cells. And not a bit,of coffee aroma or flavor escapes from the pressurized "Rotisserie". It all is sealed in the can to go into your cup. You'ue never'had coffee so good before. Just compare "ROTISSER-IZED" Manhattan with regular coffees. Manhattan's blend of the world's finest coffees now gives you 25% more rich flavor ... 25% more full-blown fragrance... and 25% more full-strength coffee vigor. Every can of MANHATTAN Coffee ia now "ROTISSER-IZED" to give you coffee enjoyment you've never before experienced. Go get a can todayl ROAST,,V C ,

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