If there is a single irreplaceable fuel running the Unites States' war machine, that fuel is coffee. Ewan McGregor's character in Blackhawk Down gripes about it in this clip, but he probably doesn't realize how vital his role is.
Entropic Memes has some fascinating excerpts and commentary on a 1951 DoD report about procurement and consumption of "The Essential Beverage" in the military. Most interesting to me is the military's acknowledgment of coffee's status as the only major military supply which cannot be substituted for, and which the United States is not capable of producing.
I can say from personal experience that an interruption in coffee supplies would be absolutely devastating to productivity and morale both in theater and in garrison. The only real change in this situaion since 1951 is the recent boom in the popularity of caffeinated energy drinks. Coffee is still king on the FOB, but outside the wire our soldiers are being fuelled by Rip-It, an energy drink company that has resurrected a time-honored marketing plan: donate boatloads of your product to the "war effort" in order to gain total saturation of a captive market. Those customers then return home to spread the word; it's viral marketing in the "Spanish influenza" sense of viral.
Entropic Memes has some fascinating excerpts and commentary on a 1951 DoD report about procurement and consumption of "The Essential Beverage" in the military. Most interesting to me is the military's acknowledgment of coffee's status as the only major military supply which cannot be substituted for, and which the United States is not capable of producing.
I can say from personal experience that an interruption in coffee supplies would be absolutely devastating to productivity and morale both in theater and in garrison. The only real change in this situaion since 1951 is the recent boom in the popularity of caffeinated energy drinks. Coffee is still king on the FOB, but outside the wire our soldiers are being fuelled by Rip-It, an energy drink company that has resurrected a time-honored marketing plan: donate boatloads of your product to the "war effort" in order to gain total saturation of a captive market. Those customers then return home to spread the word; it's viral marketing in the "Spanish influenza" sense of viral.