Chicory was mixed with coffee to reduce the amount of coffee bean required to be used. This coffee "substitute" was due to the repeated fluctuations in availability of coffee beans (and price fluctuations) in the USA in the late 1800s and early 1900s resulting in the search for substitutes and additives to bulk out the available supplies. This was especially so during times of the major World Wars. Chicory was an excellent choice of fillers as it did not greatly influence the strong coffee bean taste. The first choice in USA households was coffee not tea and the influence of the American servicemen's thirst for coffee was a major thrust into the Australian "colonial" preference for a "cuppa" tea. Rural areas took longer to acquire a coffee "break" but with more and more subliminal advertising through "American" films the rural regions developed a growing preference for coffee, however the tea break alias "smoko" has lingered on.This coffee and chicory blend tin container is very significant to the Kiewa Valley in that it demonstrates that even in rural regions of Australia tastes and drinking preferences have changed by subliminal advertising as time goes by. The American "influence" whether by the "invasion" of friendly troops during the major wars or the avalanche of "American films" has altered some of the "dinky-di" Australian "true blue" tastes and mores. The availability of "straight " coffee supplies to rural areas was also in proportion to the level of all weather transport routes. In the late 1800's and early 1900's road freight had to contend with dirt roads, flooded roads, bush fires and grazing cattle/sheep in rural areas. The easier access that city households had with regard to replenishment of food and drink products, up until the mid 1900's, was severely retarded in rural areas. This extensively rusted tin of "Bushells Blue Label" Coffee and Chicory has an octagonal shaped body with a "push/pull" lid(tin).Three sides has reproduced painted ladies in "Roman dress" ladies picking the coffee beans. There is no reproduction of any chicory roots. There are two "Indian dressed" field workers(pickers) with turban head dress. On one side of the tin is "directions of use, net weight and manufacturer details."Bushells Coffee & Chicory", "NET 1-Ib. weight", " No. 144" "Under the Pure Food Act N.S.W. 1938" "by Bushells Ltd. No 144"chicory / coffee drinks, tin hydrated drink, rural food and drink consumption patterns, tinned food and drink