The global spread of coffee growing and drinking all started with a curious goat and that’s what legends say. 9th century Ethiopian goat herder Kaldi drank a concoction made from the beans after seeing his energetic goats eat them. The Sufi monks of Yemen in the 15th century were said to drink it as well. During the 17th century when coffee was introduced to Europe, the popularity of cafes followed the same pattern as most coffee houses around the world.
It quickly became a venue for people to congregate, exchange views, write poems, plays, and political testaments, conduct business transactions, participate in cultural exchange and often relax with a good book. The popularity of coffee shop had served as a mailing address, because many people were regulars. When you want to go to exchange news, share ideas and get advice, you go to a coffee shop. It has been that way for quite some time. Coffee shops had been places of learning; of making business deals; scientific, literary, political, philosophical, and economic discussions; and even the typical gossip.
At the beginning of the nineteenth century nearly all coffee exported on the world market was produced by European colonies. Two-thirds came from French colonies. But despite the fact that the following century would witness what Eric Hobsbawm called "The Age of Empire" and Lance Davis termed "high imperialism", colonialism would cease being important in coffee production. (Though colonies certainly continued to be vital to the production of tea and sugar. ) This occurred precisely at the same time that coffee consumption rose vertiginously in most European colonial powers.
Coffee was treated differently than sugar and rubber in the nineteenth century Age of Empire because its low technological demands meant that an independent country richly endowed with the factors of production, Brazil, could begin producing on an unprecedented scale. Cheap fertile land and slave labor allowed coffee prices to plummet after 1820 and remain low until the last quarter of the century creating supply-induced demand. Brazil’s exports jumped 75 fold between independence in 1822 and 1899. World consumption grew more than 15 fold in the nineteenth century.
Consumers were not very price conscious because they were long buffered from recognizing the price. If they drank in cafes, they were unaware of the type of coffee they were drinking. As the price of one sort rose, cafe owners often blended in cheaper substitute grades rather than raise their price. he same seems to have been true for grocers. Rather than risk losing their clientele, they competed on blends, not on price. They also sought to keep prices constant. Price rises were often not passed on to the consumer. Instead, cheaper blends were used or grocers reduced their profit margin.
Moreover, as coffee sipping became customary and even habit-forming, it was transformed into a necessity for many. As a result, coffee in the twentieth century became price and income inelastic. Thus we are presented with the irony that the international coffee market at the turn of the twentieth century, one of the world's largest commodity markets, was relatively price inelastic (within in a reasonably large range) at both the production and the consumption end, though profit-driven commercial and industrial intermediaries were extremely conscious of price.
In other words, it was quite imperfect. The Philippine Coffee Company (PCC) says the first coffee tree was introduced in Lipa, Batangas, in 1740 by a Spanish Franciscan monk and soon spread to neighboring towns of Ibaan, Lemery, San Jose, Taal, and Tanauan. "Batangas owed much of its wealth to the coffee plantations in these areas and Lipa eventually became the coffee capital of the Philippines. We are one of the few countries that produces the four varieties of commercially viable coffee: Arabica, Liberica (Barako), Excelsa, and Robusta.
This is attributed to the country's climate and soil ranging from the lowlands of southern Luzon to the mountain ranges of the Cordillera and Mindanao. "In 1880, the Philippines was the fourth largest exporter of coffee beans, and when the coffee rust hit Brazil, Africa, and Java, it became the only source of coffee beans worldwide," PCC says. Our glory days as one of the world's coffee centers lasted until 1889 when coffee rust hit the Philippine shores, coupled with an insect infestation. Production plunged to 1/6th its original amount. By then, Brazil had regained its position as the world's leading producer of coffee.
A few of the surviving coffee seedlings were transferred from Batangas to Cavite, where they flourished. Our ranking fell because many of the coffee growing areas - like rice fields and salt beds of Las Pinas - were eaten by housing and commercial developments. Less area was allotted to coffee because farmers had shifted to other cash crops. Today’s Coffee is one of the world's most popular beverages. Some claim it is the most widely consumed liquid in the world aside from water. Coffee’s success as a beverage undoubtedly owes both to the caffeine it harbors and to its sensory pleasure.
Coffee lovers come to associate the energizing lift of the caffeine with the richness and aroma of the beverage that delivers it. In our culture, bookstores are also seen as social, intellectual and downright hip. Many bookstores are a place of community where people gather and know one another and talk. The atmosphere in a bookstore typically invites customers to relax and browse the shelves. The concept of a bookstore and coffee house is a good combination that will perfectly gives the bookworm persons and a coffee lover the opportunity to purchase their favorite titles and discover new books while relaxing and enjoying a cup of coffee.
The Company is then formed because of the said conceptualized idea and inspiration. COMPANY PROFILE The name of the company will be CTB that stands for COFFEE, TABLE, BOOK. The company’s name was originated from the idea of coffee table book which means a hardcover book that is intended to sit on a coffee table or similar surface in an area where guests sit and are entertained, thus inspiring conversation or alleviating boredom. They tend to be oversized and of heavy construction, since there is no pressing need for portability.
The Company CTB will be a combination of piles of books ready for reading and a comfortable cafe that provides place for bookworms to sip coffee and talk with their friends while enjoying their books. It is a modern type of library and a much more public place for reading with a twist for having a cafe in it. It is a very interesting place for a person who wants to meet new people who are also interested in reading, studying and exploring new things and ideas through books. The cafe is really just an addition to the whole idea.
It gives new impression to reading. Reading with a cup of coffee or tea with you is a lot better than reading without anything to drink or eat. It’s a higher level of coming into a public place to look for interesting books and a cafe with it. TAGLINE “Cool your coffee and bring it closer to your heart and mind. ” Our tagline represents our business in the most promising way. We decided to state it as cool your coffee, “cool” meaning call your coffee. Cool because we want it to be mind-teasing and catchy so that customers will notice the line and think.
Call your coffee and order it in the CTB shop to relax while reading your favorite novels and bring it closer to your heart and mind. Customers will definitely bring it closer to their heart because the coffee goes to the heart and down to the veins of an individual. The heart and the mind as we all know, is really Like Coffee, Table, Books shop, customers will hold our business close to their hearts and mind, remembering every moment they’ve had with us. Every learning they will earn with what they have read, we are assuring them that they will treasure everything we have shared with them forever.