Buy the bag, it's easier than other choices. H3PO4 will work for esterfication, as will a number of other catalysts.
If you go the ammonium salt route the yields can be greatly boosted by passing NH3 (g) over/through the reaction mix. Suspend finely powdered ammonium
benzoate in tec xylene, slowly bubble NH3 through it, and heat to around 120 C - distilling off the water-xylene azeotrope.
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