ZENSHO ACTION

Zensho 's initiatives through food

Fair trade coffee brand "THINK EARTH COFFEE" is born.

2022.07.01

We want to deliver delicious coffee to future generations.

In March 2022, THINK EARTH COFFEE, Zensho Group's first fair trade-focused coffee brand, was launched.

Zensho Fairtrade, which began with a trade with East Timor in 2007, has since provided fair trade coffee to approximately 3,000 stores in Japan and overseas, including Sukiya, Coco's 's, and Hama-Sushi.

To celebrate its 15th anniversary, Zensho Fairtrade has "evolved" into a fair trade specialty coffee brand that sells coffee * in supermarkets and other food stores.

The brand manager of "THINK EARTH COFFEE" said, "We want to deliver delicious coffee to future generations. This is the philosophy of THINK EARTH COFFEE."
We currently have an environment where we can easily enjoy delicious coffee. We tend to think that we will continue to enjoy coffee in the same way in the future, but in reality, the future of coffee is not so bright," he says.

While the number of people enjoying coffee is increasing year by year around the world, there are concerns that the supply of coffee will not be able to keep up with the ever-growing demand.
Many coffee-producing countries are poor, and unfair trade practices and harsh working conditions are still common. Furthermore, because coffee prices fluctuate according to international market rates, small-scale farmers often face unstable incomes, making it difficult to sustain coffee cultivation.

Scenes from the press conference

Initiatives in East Timor
With the installation of water supply facilities,
A stable supply of hygienic water
It is now available.

Initiatives in Peru
It had poor thermal efficiency and smoke tended to accumulate.
I improved the stove.

"THINK EARTH COFFEE is a fair trade coffee brand that aims to achieve sustainable coffee production, and all of its products are 100% fair trade."
"We value 'direct fair trade,' working directly with producer cooperatives in each producing region, and we are committed to producing high-quality coffee and sustainably undertaking social development projects to improve the lives of producers," says the brand manager. Looking ahead, he adds, "We aim to be a brand that people choose not because it's fair trade, but because it's delicious."

"Organic East Timor," with its rich body and full-bodied flavor; "Organic Peru," with its clean taste and crisp mouthfeel; and "Signature Blend," with its mellow and smooth texture, are available for purchase at select supermarkets in the Tokyo metropolitan area and on our official website (https://thinkearthcoffee.com/).

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