A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006. Now a Popeye's fast food restaurant on Google Maps.

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Entry from October 24, 2021
“Let’s grab today by the coffee beans”

"Grab life by the beans,” “Let’s grab today by the coffee beans” and similar coffee phrases have been printed on many images.

“Grab life by the beans” was trademarked by the National Federation of Coffee Growers of Colombia with a November 1994 date of first use. DDB Needham Worldwide Marketing in New York created the advertising campaign, as described in the New York (NY) Times on January 5, 1995.

“Let’s grab today by the coffee beans!” (also shown on an image) was posted on Twitter by Coffee-Secrets on January 23, 2020. “Let’s grab today by the coffee beans” was posted on Twitter by Resurgo Girl on June 15, 2020. “Let’s grab today by the coffee beans and get shit done” was posted on Twitter by Rachel on October 3, 2020.

“Drink your coffee and grab Monday by the beans” and “Monday. Let’s go and grab it by the coffee beans” are related Monday sayings.


5 January 1995, New York (NY) Times, “Advertising: To build a young image, the Colombian coffee federation tries a campaign with bolder flavor” by Stuart Elliott, pg. D22, col. 1”
The federation (National Federation of Coffee Growers of Colombia—ed.) and DDB Needham Worldwide Marketing in New York, its longtime agency, could have embraced tactics that pandered to the intended audience. For instance, there might have been a Juan Valdez Jr., the goateed slacker son of the character who serves to symbolize Colombian beans in coffee advertising and on coffee packaging.

Instead, they are introducing a humorous campaign with a hipper, edgier attitude—old coffee in new cups, if you will. The approach is telegraphed by the exuberant, exhortive theme: “Grab life by the beans.” The television commercials and print advertisements, with an initial budget estimated at $4 million to $5 million, are meant to complement the long-running mainstream Valdez campaign, which continues to run separately.

Google Groups: alt.tv.friends
Bouncy hair
Sommer Jill
Mar 22, 1995, 3:17:56 PM
(...)
Jill Sommer () “Grab life by the beans.”
Kent State University -Columbian Coffee ad

Google Groups: alt.buddha.short.fat.guy
GRAB LIFE BY THE BEANS!
Rob Young
Feb 9, 1996, 3:00:00 AM
Oh thank you thank you thank you thank you
GRAB LIFE BY THE BEANS!

Twitter
Rebecca B.
@seven2seven8
: drinking coffee out of 7-11 travel mug w/caption reading “Fuel for the Rat Race”. Joe’s: “Grab Life By the Beans.” Ah, coffee-humor. smile
9:11 AM · Nov 12, 2009·Twitter Web Client

Twitter
wesko
@wesko
Sporting my new shirt from “Breaking New Grounds” coffee shop in Portsmouth, NH: “grab life by the beans”. Perfect
4:57 PM · Aug 3, 2010·Twitter for BlackBerry®

Twitter
Serenity Plumblossom
@Serenity_Plumb
I wonder...If I met Juan Valdez in a dark alley, would he ask me to “Grab Life By the Beans” then expect it.
5:18 PM · Jun 14, 2011·Twitter Web Client

Twitter
Art Six Coffeehouse
@artsixcoffee
Grab life by the beans!
10:17 PM · Jul 8, 2011·Facebook

Twitter
David Voth
@SexCigarsBooze
Grab life by the beans… drink coffee!
9:19 AM · Oct 14, 2011·Twitter Web Client

Twitter
Tim Smith
@Tim_in_NC
@toddcarmichael One more question for you Todd, Where do I get that “Grab life by the beans” T-shirt? Can’t find it on your online shop. Thx
11:46 AM · Feb 24, 2013·Twitter Web Client

Twitter
Gabriela Vidou
@gabrielavidou
It’s 6:41 AM. It’s time to grab life by the coffee beans smile @ Newport Condos http://instagram.com/p/rZOMkfMrlh/
6:42 AM · Aug 7, 2014 from Plantation, FL·Instagram

Twitter
MissingATrickMedia
@MissingATrick
Nice one Brian, but also: ‘Grab life by the coffee beans’ & ‘Seize the day, seize the bacon’. Works for me! wink
Quote Tweet
Fanzo.ETHBilled cap $ADHD
@iSocialFanz
· May 19, 2015
10 principles to live by & infuse in your work culture today… These principles of @Buffer are just another reason…
8:39 PM · May 19, 2015·Twitter for Android

Twitter
McD’s Savannah
@McD_Savannah
Good morning! Jump out of bed and grab life by the coffee beans!
6:16 AM · May 2, 2016·TweetDeck

Google Groups: grifnet
05/17/16 Grif.Net - Coffeeology
Dr. Bob
May 17, 2016, 9:22:06 AM
Meditation on my coffee cup this morning . . .

“Every day take time to smell the coffee”
“Hello darkness my old friend”
“Espresso yourself”
“Better latte than never”
“My blood type is dark roast Arabica positive”
“Take life one cup at a time”
“Friends don’t let friends drink bad coffee”
“Grab life by the beans”

Twitter
Tchibo Coffee Online Shop
@TchiboShopUK
Grab life by the #coffee beans. #WednesdayWisdom
7:01 AM · Sep 27, 2017·Hootsuite

Google Books
Title Grab Life by the Beans: 100 Pages 6’’ X 9’’ Coffee Tasting Journal - Track, Log and Rate Coffee Varieties and Roasts Notebook Gift for Coffee Drinkers
Author Coffee Tasting Journal
Publisher Independently Published, 2019
ISBN 1677719257, 9781677719259
Length 102 pages

Twitter
Coffee-Secrets
@CoffeeSecrets2
Good Morning Let’s grab today by the coffee beans!
(The following text is shown on an image.—ed.)
LET’S GRAB
TODAY
BY THE
COFFEE
BEANS!
6:30 AM · Jan 23, 2020·Twitter for Android

Twitter
Resurgo Girl
@ResurgoGirl
Let’s grab today by the coffee beans.
Happy Monday ☕
7:24 AM · Jun 15, 2020·Twitter for Android

Twitter
Marie Cloud
@mariec1oud
Tu vas me juger mais je m’assume : « Grab life by the (coffee) beans » est mon nouveau mantra préféré
Translated from French by
You will judge me but I will take responsibility: “Grab life by the (coffee) beans” is my new favorite mantra
3:41 PM · Sep 25, 2020·Twitter Web App

Twitter
Rachel
@metalmama80
Let’s grab today by the coffee beans and get shit done.
Good morning all!
7:45 AM · Oct 3, 2020·Twitter Web App

Twitter
Rachel
@metalmama80
Grab life by the coffee beans. 
Good morning all! ☕☕
7:14 AM · Feb 7, 2021·Twitter Web App

Twitter
Moneypenny Skywalker
@mamisimonemami
Let‘s grab today by the coffee beans!
Moin Männer*innen!
Heute geht’s nach Bayreuth, die Beste besuchen und Urlaub haben, ich werde bekocht und betüdelt und das wird toll.
Jetzt aber erst noch rumliegen und Kaffee.
Kommt’s gut rein!
3:00 AM · Aug 26, 2021·Twitter for iPhone

Twitter
The Doctors
@TheDoctors
Happy #NationalCoffeeDay! ☕ Go out and grab life by the BEANS today! (<-- This is how we brew it.)
10:43 AM · Sep 29, 2021·SocialFlow

Twitter
AMERICAN BADASS 🇺🇲
@SWFLPatriot
Let’s grab today by the
Coffee beans ☕
8:08 AM · Oct 25, 2021·Twitter for Android

(Trademark)
Word Mark GRAB LIFE BY THE BEANS
Goods and Services (CANCELLED) IC 035. US 100 101 102. G & S: promoting the sale of coffee by others through the placement of advertising. FIRST USE: 19941100. FIRST USE IN COMMERCE: 19941100
Mark Drawing Code (1) TYPED DRAWING
Serial Number 75299440
Filing Date May 29, 1997
Current Basis 1A
Original Filing Basis 1A
Published for Opposition April 27, 1999
Registration Number 2261970
Registration Date July 20, 1999
Owner (REGISTRANT) National Federation of Coffee Growers of Colombia UNINCORPORATED ASSOCIATION COLOMBIA Calle 73, Number 8-13 Santafe de Bogota, D.C. COLOMBIA
Attorney of Record STANTON J LOVENWORTH
Type of Mark SERVICE MARK
Register PRINCIPAL
Live/Dead Indicator DEAD
Cancellation Date April 22, 2006

(Trademark)
Word Mark GRAB LIFE BY THE BEANS
Goods and Services IC 030. US 046. G & S: Coffee-based beverages. FIRST USE: 20180511. FIRST USE IN COMMERCE: 20191111
IC 032. US 045 046 048. G & S: Non-alcoholic beverages with coffee flavor. FIRST USE: 20180511. FIRST USE IN COMMERCE: 20191111
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Serial Number 87901516
Filing Date May 1, 2018
Current Basis 1A
Original Filing Basis 1B
Published for Opposition September 25, 2018
Registration Number 5973658
Registration Date January 28, 2020
Owner (REGISTRANT) Mojo Cold Brewed Coffee, Inc. CORPORATION DELAWARE 168 Main Street Wenham MASSACHUSETTS 01984
Attorney of Record Lindsey Jones
Type of Mark TRADEMARK
Register PRINCIPAL
Live/Dead Indicator LIVE

Posted by Barry Popik
New York CityFood/Drink • Sunday, October 24, 2021 • Permalink