☕ Chase & Sanborn: The Coffee Empire That Revolutionized Brewing & Branding (1922 Insight)
📌 Discover how Chase & Sanborn transformed coffee culture, pioneering hermetically sealed packaging, national advertising, and innovative roasting methods. This 1922 article explores the company’s rise to prominence and its role in shaping America’s love for quality coffee. A must-read for coffee lovers, historians, and marketing enthusiasts! ☕✨
Chase and Sanborn’s Advertising Campaigns From 1922 Targeted Both Tea and Coffee Drinkers. Tea and Coffee Trade Journal, April 1922. GGA Image ID # 222d543a7f
☕ Chase & Sanborn: The Legacy of Coffee & Tea Excellence (1922)
🔎 Why This Article Matters for Epicureans, Historians, Educators, and Coffee Enthusiasts
This 1922 article from the Tea and Coffee Trade Journal provides a fascinating look into the rise of Chase & Sanborn, one of America’s oldest and most influential coffee and tea companies. It’s a goldmine of information for culinary historians, marketing experts, business analysts, and coffee aficionados interested in the evolution of branding, packaging, and coffee culture.
✅ Epicureans & food lovers – Understand the pioneering role of Chase & Sanborn in elevating coffee’s quality and accessibility.
✅ Business & marketing professionals – A study in early 20th-century branding and distribution strategies.
✅ Historians & educators – A detailed account of how coffee became a household staple through advertising and innovation.
New England Tea and Coffee House Records Signal Expansion in Its 58th Year—Has Always Cooperated with Retailers.
A study of any successful business's growth is instructive and stimulating. It is particularly so when that development has been free from the theatrical and along conservative lines over a long period. Such a business is that of Chase & Sanborn, importers of teas and coffees.
Chase & Sanborn’s New Headquarters in Chicago Includes Corporate Offices Along With Manufacturing and Distribution Operations. Tea and Coffee Trade Journal, April 1922. GGA Image ID # 222d5c2a60
An important forward step in this firm's history was the recent acquisition of an imposing new home in Chicago. The structure is strategically located at North Wells St. and the Chicago River and claims rare transportation facilities by rail and water.
It stands on a site fronting 181 feet on North Wells, 82 feet along the river on the south, and 82 feet along the Chicago & Northwestern Railway on the north. It contains 14,820 square feet, practically covered by a nine-story basement and subbasement reinforced concrete building.
It has light on all sides, four elevators, and is one of the most substantial structures ever erected in Chicago. It will be occupied in its entirety to accommodate the firm's increasing western business.
The Firm’s Founders
Caleb Chase and James S. Sanborn founded one of New England's oldest and most important business institutions. Its position in the trade today and the character and scope of its activities constitute the lengthened shadow of its sturdy and dominant personality.
The business's founding dates back to 1864, with original Boston headquarters at 34 Broad St. These were successively changed to 87 Broad and in 1903 to 200 High St., the present location.
Rapid growth necessitated the establishment of a Chicago branch in 1880, followed in 1882 by the opening of a house in Montreal, with a view to capturing the cream of the Canadian coffee business.
These industrial pioneers early foresaw that the Middle West was destined to become the country's great commercial fighting ground, and today, Chase & Sanborn merchandise can be found in every corner of the country.
Its Fundamental Policies
What have been the underlying policies that explain the upbuilding of a business national in its scope and have made Seal Brand coffee a household word in so many homes throughout the land? In a curious old advertising booklet issued by the firm in 1882 appears the following:
“It is estimated that there are some 33,000,000 regular coffee drinkers today in the United States and Canada. These two countries have an average yearly consumption of 185,000 tons. This shows a rapid increase, as up to 1861, the average annual consumption amounted to only about 95,000 tons. But bear in mind that marching side by side with increased consumption and keeping pace with it is an improved public taste imperatively demanding finer drinking coffee.
“Of all the table articles offered for sale by the retailer, we know of none that adds to or detracts from his reputation so much as the quality of his coffee. Believing retailers thoroughly realize this fact, we have striven long and earnestly, making price a secondary consideration, to produce coffee that will perfectly satisfy the consumer.”
Here, the Chase & Sanborn objective may be expressed. Of course, contributing factors aside from the actual quality of their products were present, and there seems little reason to doubt that the policy of placing their merchandise with one representative merchant in a town and then protecting him in its sale locally has been of unquestioned benefit.
Units in the Modern Equipment of the Chase & Sanborn Plant. Photos: Hoppers Leading to Roasters; Packing Coffee in Parchment-Lined Bags; Weighing and Packing Canister Teas; a Battery of Roasting Ovens; Automatic Labeling of Seal Brand Coffee; and Weighing out Seal Brand Coffee. Tea and Coffee Trade Journal, April 1922. GGA Image ID # 222dc6759d
However, because of changed conditions, this is not the factor it once was. Yet, it is easy to believe that the arrangement must have been mutually advantageous. Indeed, it secured dealer goodwill to the extent that these relationships with the trade, established and cemented through the years, have proved to stanch bulwarks in times of stress and are a real cornerstone of present-day success.
The Chase & Sanborn Headquarters Buiilding at 200 High Street, Boston. Tea and Coffee Trade Journal, April 1922. GGA Image ID #222e09d8d5
Helping the Retailer
Ask any dealer handling Chase & Sanborn's teas and coffees, and he will say that he has continuously received practical assistance in moving their merchandise from his shelves. The magazine, the streetcar, and the newspaper have been employed in various ways to secure consumer publicity.
Unique among dealer helps have been the educational booklets for country-wide distribution in homes, libraries, and schools. The History of the American Flag, North American Birds, Animal Booklets, Butterfly Booklets, Tea and Coffee Booklets, and more recently, the Story of the Pilgrim Fathers have been notable examples of a kind of advertising that has been productive of lasting goodwill, since it not only educated old and young alike in worth-while subjects but, in the case of the children, acquainted them in their most impressionable years with Chase & Sanborn merchandise.
Advertising that effectively introduced their goods to Far Western merchants was the exclusive serving of Seal Brand coffee in cafes and restaurants at the Chicago World's Fair in 1893.
A Coffee Separator in the Chase & Sanborn Plant. Tea and Coffee Trade Journal, April 1922. GGA Image ID # 222e2b61a6
In the past years, the firm has been responsible for what at the time was marked as innovations in merchandising methods and distribution. In this same advertising booklet printed in 1882 is found the following interesting mention of what in that day was a distinctly forward step in merchandising:
“We have a style of packing roasted coffee which is proving very popular, and we feel deservedly so. It is an air-tight, hermetically sealed tin can; each can be provided with a screw top, making an opening large enough to—retail direct from the can.
Coffee packed in this way retains its strength and fragrance for months, allowing it to be shipped any distance and arrive at its destination crisp and fresh. These cans hold 50 and 25 pounds and are strongly crated before shipping. Each can is fastened by a seal bearing our signature. When buying our brands, see that this seal is not broken or missing.
Just as Chase & Sanborn were the first to ship coffee in 50-pound hermetically sealed cans, so did their Seal Brand claim the distinction of having been the first coffee to appear on the market packed in one- and two-pound tins.
A Chase & Sanborn Advertisement in Harper’s and Scribner’s Magazines, November 1888 That Featured a Scene on a Coffee Plantation. Tea and Coffee Trade Journal, April 1922. GGA Image ID # 222e3a73a2
Note: Chase & Sanborn, a brand that has been in business since 1862, was the first to pack and ship roasted coffee in sealed tins. Today (2025), it continues to uphold its tradition of quality and value, offering a robust blend of coffee at an affordable price. The brand, now owned by Massimo Zanetti Beverage Group since 2006, is committed to maintaining the high standards set by its founders. Chase & Sanborn's products, including their Special Roast and Instant Coffee, can be purchased with confidence through their official online store.
"Growth of Chase & Sanborn," in The Tea and Coffee Trade Journal, New York: The Tea and Coffee Trade Journal Co., Vol. 42, No. 4, April 1922, p. 484-490.
📜 Key Takeaways: What Makes This Article a Must-Read?
🏛 The Founding & Expansion of Chase & Sanborn
🔹 Founded in 1864 by Caleb Chase and James S. Sanborn, this company set the gold standard for coffee and tea importation in New England and beyond.
🔹 It expanded into Chicago in 1880 and Montreal in 1882, recognizing the Midwest and Canada as key markets for coffee consumption.
🔹 By 1922, it had grown into a national brand, with a state-of-the-art headquarters in Chicago to support growing demand.
💡 Why It’s Interesting:
✅ For business analysts – A case study in how early corporations expanded regionally and nationally.
✅ For coffee lovers – Highlights the importance of regional coffee preferences and supply chain logistics.
📈 How Chase & Sanborn Became a Household Name
🔹 The company’s core policy was "quality first, price second", focusing on delivering superior coffee rather than cutting costs.
🔹 Early on, they realized that retailers’ reputations depended on selling high-quality coffee, leading to strong partnerships with merchants.
🔹 Strategic branding: The Seal Brand Coffee became synonymous with premium quality in American homes.
💡 Why It’s Interesting:
✅ For marketing professionals – How Chase & Sanborn built brand trust through quality assurance.
✅ For coffee historians – Explains why coffee quality became a major concern for retailers and consumers alike.
🛠 Innovations in Packaging & Distribution
🔹 First coffee brand to use hermetically sealed tins (50-pound cans) – a game-changer in preserving freshness.
🔹 Pioneered one- and two-pound coffee tins for consumers, making coffee more accessible and convenient.
🔹 Invested in modern equipment, including automatic labeling machines, roasting ovens, and coffee separators, to maintain product consistency.
📌 Noteworthy Image: “Units in the Modern Equipment of the Chase & Sanborn Plant”
➤ Illustrates the evolution of industrial coffee roasting and packaging, an essential step in making coffee a mainstream grocery item.
💡 Why It’s Interesting:
✅ For coffee enthusiasts – Shows how packaging innovations contributed to the modern coffee experience.
✅ For historians – Marks a pivotal moment in food production and preservation technology.
📢 Advertising & Consumer Engagement: A 20th-Century Marketing Masterclass
🔹 Chase & Sanborn was one of the first coffee brands to advertise aggressively, utilizing:
✔️ Newspapers
✔️ Streetcar ads
✔️ Magazines like Harper’s and Scribner’s
✔️ The 1893 Chicago World’s Fair – exclusively serving Seal Brand Coffee
🔹 Beyond traditional marketing, the company created educational booklets for children and families, including:
✔️ The History of the American Flag
✔️ North American Birds
✔️ Tea and Coffee Booklets
📌 Noteworthy Image: "A Chase & Sanborn Advertisement in Harper’s & Scribner’s (1888)"
➤ Features a coffee plantation scene, reinforcing the brand’s connection to exotic origins and premium sourcing.
💡 Why It’s Interesting:
✅ For marketing historians – One of the earliest examples of a company blending education with brand promotion.
✅ For educators – Shows how advertising was used to engage young minds and shape consumer behavior.
🏛 The Impact of Chase & Sanborn on Coffee Culture
☕ The company transformed coffee from a luxury into a daily necessity by:
✔️ Making quality coffee accessible nationwide.
✔️ Educating consumers on the importance of freshness and preparation.
✔️ Developing a national infrastructure for coffee roasting and distribution.
💡 Why It’s Interesting:
✅ For coffee historians – Provides insight into how major brands shaped America’s coffee-drinking habits.
✅ For food historians – Highlights the business strategies that helped coffee become an essential grocery staple.
🖼️ Noteworthy Images & Their Significance
📌 "Chase & Sanborn’s Advertising Campaigns (1922)"
➤ Showcases how early 20th-century branding targeted both tea and coffee drinkers.
📌 "Chase & Sanborn’s New Headquarters in Chicago"
➤ A visual testament to the company’s massive expansion, reinforcing its dominance in the American coffee industry.
📌 "Coffee Separator in the Chase & Sanborn Plant"
➤ Demonstrates the technological advancements that ensured quality and consistency in coffee production.
🎯 Final Thoughts: Why This Article Still Matters Today
This 1922 deep dive into Chase & Sanborn is more than just a corporate history—it’s a snapshot of how coffee became a household staple through innovation, marketing, and a commitment to quality.
✔️ It’s a business case study in brand loyalty, expansion, and strategic marketing.
✔️ It’s a historical account of America’s evolving coffee culture.
✔️ It’s an inspiration for today’s entrepreneurs, proving that quality and consistency build lasting brands.
🔥 For coffee lovers, marketers, and food historians, this is a must-read story of how a brand shaped an industry! ☕✨
