Wednesday, April 11, 2012

Ad: Eight O'Clock Coffee

1958 A&P Eight O'Clock Coffee

Ah, coffee in the morning what could be better?  How about coffee and chicory?  Adding chicory to coffee is a New Orleans tradition since time immemorial.  It started during the French Revolution when coffee imports were less due to the British blocade so the French took to roasting chicory, a native of the endive family, grinding it up and adding it to coffee.  It added a sweet flavour and has a laxative quality when drunk in larger amounts.

Here we have an Ad from 1958 for Eight O'Clock Coffee.  I always thought of it as the "store band" for A&P Supermarkets since that was where you could buy it.  When I was a kid I remember my grandfather shopping at A&P and at the end of each checkout lane was a coffee grinder.  I was always so fascinated with it as it ground the beans and remember well the heady aroma of fresh ground beans.  Time pushed forward as it always does, and A&P went the way of so many old time grocery stores, consumed in a gluttonous devouring by Safeway.  Eight O'Clock Coffee disappeared from the pantry for over 2 decades.

All was not lost however, as Eight O'Clock Coffee found it's way back to consumers.  Dad and I get our from BJ's Wholesale Club and grind it at home.  It is still a delicious coffee with medium acidity and a good amount of fruity undertones.  We mix it with Community Coffee Ground Chicory as follows: 1 Scoop Ground Coffee for every 2 cups wanted, 1 Scoop Ground Chicory for every 3 scoops coffee.  This is almost Cafe du Monde style coffee that I remember so fondly from my trip to New Orleans.


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