Automatic Age

July, 1931
A u t o m a t ic A ge
sibly benefit from a new idea in the long
run. But Green’s own policies are such
that he has been able to build up a con­
fidence in his judgment and ideas among
his own men. They are always willing
and glad to try out any new ideas he may
propose, even if they do not bring in re­
sults for several months. Prolonged ex­
periment has shown the value of several
of these, which have been adopted as
permanent policy; others have been found
unsuited to the local territory and have
been discarded.
In any case, Green has, by the consistent
loyalty of his working force, been enabled
to try out methods in a field where new
ideas are notably rare, and has been able
to guarantee an effective field to these meth­
ods as well. Only the sound basis of loyalty
and confidence throughout the organization
has enabled the company to work in this
novel field.
C o ffe e M a r k e t
With the apearance of the Servo hot cof­
fee vender (Servo Corp., New York City),
the vending machine trade will naturally be
more interested in the coffee market. A
Brazilian authority has recently stated that
prohibition has increased the use of coffee
in the U. S. considerably.
After explaining the urgent need for pro­
moting an increase ;n coffee consumption
in order to balance production and consump­
tion in world markets, Dr. Barboza Car-
nerio of Brazil deals with the potentiali­
ties of the European market for coffee as
compared with the American market, and
the possibility of seeking the co- operation
of certain economic forces which may be in­
terested in the matter. The problem is a
very complex one and consists in creating a
new need which in this case, is the use of
coffee to promote in a given community a
need for coffee in a higher degree than at
present. The first step is to find out where
such a need already exists, what has been
its progress in the past and where is it con­
venient to try and secure the desired co­
operation.
15
“
Two hundred and tw. pounds and 'success in /arer UicJ
Two gentlemen discover new uses for coin
operated scales.
There are, of course, some factors influ­
encing coffee consumption in the American
market, among which prohibition stands
prominent. Nevertheless, it should be rec­
ognized that Europe has practically shown
no progress in coffee consumption, the in ­
crease corresponding only to the increase
in population, as stated. Therefore, tak­
ing population figures as a basis, it may
safely be said that consumption of coffee
in Europe has remained on the same level,
whereas in U. S. A. it has advanced. In
proportion to the population, consumption
in Europe is less than one-third of the
American consumption. In other words,
if the 375,000,000 Europeans absorbed coffee
in the same proportion as the 123,000,000
Americans, consumption in Europe would
have advanced to 33,231,250 bags a year.
If coffee imports by Europe had progressed
in the same degree as American import?
during the period referred to, Europe would
have purchased an average of 16,125,000
bags of coffee every year. And, still, if
consumption in Europe had not only fol­
lowed the population increase, but exceeded
it in the same proportion as in U. S. A.,
requirements for coffee in Europe would
have been 14,259,899 bags a year.
SELL MORE MERCHANDISE O H) COIN OPERATED DEVICES
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