Ep 5. Clash of the Coffee

It is 1940, and the United States is on the brink of war. Despite the turmoil of the times, Americans still crave their morning cup of coffee. This episode of The Food That Built America examines the fierce competition between two rival coffee giants: Chase and Sanborn, and Hills Brothers.

Chase and Sanborn, a company known for its vacuum-sealed cans of coffee, was the brainchild of two brothers, Caleb and James Chase. They revolutionized the coffee industry with their invention of the vacuum-sealed can, which allowed coffee to stay fresh for much longer than it had previously. Their coffee quickly became a staple in households across the country, and the Chase brothers worked tirelessly to expand their business.

However, Hills Brothers, a company based in San Francisco, was determined to dominate the coffee market themselves. Brothers Austin and Reuben Hills had been in the coffee business for decades, but they were always looking for ways to innovate and improve their product. They were known for their use of Arabica beans, which they believed made for a superior cup of coffee.

The episode follows the heated competition between these two companies, as they both try to outdo each other with new marketing strategies and product innovations. For example, Chase and Sanborn introduced a new blend called "Coffee and Chicory," which they marketed as a coffee substitute for those in Europe suffering from food shortages during the war. This new blend proved incredibly popular, further solidifying Chase and Sanborn's position in the coffee market.

Hills Brothers, however, refused to be outdone. They introduced their own new blend, "Private Blend," which they insisted was made with the finest Arabica beans. They also took a unique approach to marketing, sponsoring the radio show "The Shadow" and infiltrating the program with subtle references to their coffee. This approach proved very successful, and Hills Brothers' sales began to skyrocket.

As the competition between the two companies intensified, they both knew they needed to up their game even further. Chase and Sanborn turned to their research department, hiring a chemist to come up with a new way to roast their coffee beans. This new roasting method gave the coffee a distinct, rich flavor and aroma.

Not to be outdone, Hills Brothers decided to focus on their packaging. They worked hard to create a unique, eye-catching can that would stand out on grocery store shelves. They also introduced a new advertising campaign that capitalized on the idea that coffee was a comfort during uncertain times.

The episode culminates in a tense showdown between the two companies. Both Chase and Sanborn and Hills Brothers participate in the 1941 New York World's Fair, hoping to impress attendees with their offerings. In the end, it is Hills Brothers' innovative packaging and clever marketing that wins over the crowds, and they emerge as the victors in the coffee wars.

Overall, this episode of The Food That Built America is a fascinating look at the fierce competition between two rival coffee companies. It examines the lengths that each company was willing to go to in order to come out on top, as well as the impact that their marketing and innovation had on the coffee industry as a whole.