WEBVTT

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In a Moment of Vision...

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It's 1849.

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William H. Bovee leaves his job
at a coffee producer in New York City

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to seek his fortune 
in gold-fevered California.

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But leaving behind the luxuries
of the city,

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Bovee leaves behind a more expedient
cup of joe.

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Out west, folks are still buying
their coffee beans green,

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roasting the beans at home,

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then grinding them with a hand crank,

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all before actually brewing them.

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Bovee builds California's 
first coffee mill,

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packaging and selling pre-roasted beans.

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And in a moment of vision,
he takes the process one step farther

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making his mill the world's first to grind
the already roasted beans

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on a large scale,

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then pack them conveniently
into small, consumer-friendly tins.

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Only a few years later, however,
Bovee tires of the coffee business

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and sells his shares of the company
to a young employee: James Folger.

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Folger changes the name and grows
the company to a nationwide brand,

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jumpstarting a race to find the quickest,
easiest way to that morning caffeine fix.

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For the 64% of Americans that drink
coffee daily,

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an expedient cup 
is practically essential.