Coffee Rationing Pig 'n Whistle, 1943
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More than 400 million cups of coffee are consumed daily in the US, therefore this 1940s apology from the Pig ‘n Whistle restaurant chain in Los Angeles about coffee rationing makes us smile.
Coffee was rationed in the United States from November 1942 until July 1943 to prioritize shipping for the war effort and support troops during WWII.
With supplies limited by German U-boat attacks, civilians were limited to roughly one pound every five weeks, resulting in less than one cup per day. Later, it was reduced to one pound every six weeks.
Coffee was deemed essential for troop morale and alertness, and servicemen and women got priority supply.
Civilians frequently stretched their coffee rations by reusing grounds – the nickname for this weak and caffeine-light drink was a Roosevelt coffee – or using alternatives like chicory or soy. Another option was drinking Postum, a caffeine-free, instant beverage made from roasted wheat bran and molasses and created in 1895.
Coffee rationing ended in July 1943 when shipping lanes became safer, but other goods like sugar continued to be rationed.
The Pig n Whistle chain was founded in Los Angeles in 1908 and the last location on Hollywood Boulevard closed in 2021 due to the Covid 19 pandemic.
All printed in USA.
