They Carry Coffee
p. 43 · Read in the full issue
To Newcastle
Although the Highlands of New Guinea abound in coffee at every stage of development—from seedling trees to dried and graded bearis—almost all coffee is drunk in the form of popular Nescafe.
When a visiting Press party was marooned for some hours by rain at Wabag, west of Mt. Hagen, they ob served that coffee trees bordered the airstrip, but their spirits were brightened by a steaming brew of Nescafe provided by the Assistant District Officer.
When they had lunch with a Goroka coffee planter, they ended the mag nificent meal—with Nescafe. (Alth'ougn the planter drank cocoa.) When they later visited Mr. Jim Leahy, whose fully mechanised factory must be the most elaborate this side of Brazil, he said: “Sure, I have a coffee roaster somewhere about—but I never seem to be able to get it just right. Roasting and grinding coffee must be for experts. And all the trouble and fiddling about is saved if you use Nescafe.’’
After that, maybe Nescafe would like to open a factory right there in the Highlands (“Straight from the tree to the can”), where they already have so many enthusiastic customers!