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Waikato Times, Volume 127, Issue 21280, 26 November 1940, Page 7

The veteran smoker had been expatiating at the Club on the merits of toasted tobacco, but his pal didn’t seem much impressed. “Honestly,” he said, “ I can’t see how toasting the leaf can make much difference anyway! ” The veteran laughed. “If you were to brew a pot of coffee, my dear chap.” he said, “ from coffee beans which hadn’t been toasted (or roasted before they were ground, the stuff wouldn’t be worth dunking. It’s heat, skilfully applied, that brings out the beautiful flavour and aroma of the coffee bean and it’s precisely the same with tobacco. When the leaf is toasted (a rather complex process) it yields up its full flavour and fragrance, and what’s more, the nicotine in it is mostly eliminated. Thus it becomes comparatively harmless. And, believe me. once you smoke toasted you’ll have no time for any other tobacco. Oh, yes, there are several blends. Cut Plug No. 10 (Bullshead), Navy Cut No. 3 (Bulldog), Cavendish, Riverhead Gold and Desert Gold. And to my mind they’re the pick of the basket. Every tobacconist stock* them.”