A practical handbook aimed at newcomers to the coffee trade, it surveys the beverage's early history, plant biology, and chemical properties, then explains cultivation, harvesting and processing methods used in producing countries. It outlines buying practices at origin and wholesale market mechanisms including grading, futures, and hedging, and describes bean and cup characteristics, sample roasting and blending techniques, and commercial roasting operations. Chapters cover retail merchandising, hotel and restaurant supply, packaging, advertising, and testing procedures, with illustrations and practical guidance for salesmen and students seeking foundational knowledge of coffee production and marketing.