Who's Joe? Why is the Number 99 on Our Logo?
The #99 on our cup celebrates a vital moment in American coffee history. On June 1, 1914, U.S. Secretary of the Navy Josephus Daniels issued General Order No. 99 -- replacing the Navy's daily ration of rum with coffee. Sailors nicknamed a cup of coffee a 'cup of Joe', after the Secretary -- and American coffee consumption increased.