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Notice of Price Adjustment and Business Transfer

We sincerely appreciate your continued and generous support of our organization.
We would like to inform you that the “Warm Hearts Coffee Club,” a coffee and tea operation that has been operated by Seibo, Non-Profit Organization (hereafter referred to as NPO Seibo), will be transferred to the Seibo, General Incorporated Association. As a result of this transfer, starting on January 1, 2025, our product prices will be adjusted to include an 8% consumption tax.

Purpose and Background of the Transfer
The Warm Hearts Coffee Club project has grown significantly as part of NPO Seibo’s initiatives, and with this growth, we recognized the need to establish a more sustainable framework for the long term. By transitioning to the General Incorporated Association, we aim to expand our coffee business, stabilize revenue, and strengthen our structure to ensure continued and extended support for the school meal provision for children in Malawi.

Roles of the Seibo, General Incorporated Association and NPO Seibo
Following the transfer, Seibo, General Incorporated Association and NPO Seibo will take on distinct roles. NPO Seibo will primarily handle fundraising activities, educational programs, and reporting on meal support in Malawi. Meanwhile, Seibo, General Incorporated Association will manage the coffee and tea business operations, as well as the administration of associated donations.

When purchasing products, customers will have the option to donate to NPO Seibo, with the full donation directed toward supporting the school meal program. For purchases without the donation option, a portion of the proceeds will be allocated to other child-focused organizations. We will publish a list of recipient organizations regularly to maintain transparency.

Donation Options During Purchase
After the transfer, customers will be asked whether they would like to make a donation to NPO Seibo or to other partner organizations that share similar values and goals. For those who choose to donate to NPO Seibo, contributions will be directed through NPO Seibo to the school meal program. In this way, every purchase will continue to support the future of children in Malawi.

Notice and Apology Regarding Tax-Inclusive Pricing
As part of the transfer process, product prices will be listed as tax-inclusive, reflecting an 8% consumption tax. We apologize for any inconvenience this may cause and sincerely appreciate your understanding as we strive to offer clear and transparent pricing.

Our Sincere Appreciation and Request for Continued Support
Thanks to your warm support, we have been able to provide daily school meals for children in Malawi. We are committed to expanding this initiative with your continued help, ensuring that your purchases and contributions directly contribute to meaningful support. We deeply appreciate your ongoing support and look forward to furthering our shared mission.

Sincerely,
Seibo, Non-Profit Organization & Seibo, General Incorporated Association

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Interview with Mr. Araki, president of Ataka Trading Co., Ltd

Q: Why did Ataka Trading choose Malawi coffee?

A: Ataka Trading chose Malawi coffee as part of its business strategy. While coffee from Ethiopia, Brazil, Colombia, Indonesia, and other Central American countries has long been recognized and widely available in the market, Ataka Trading turned its attention to Africa.

Despite being relatively unknown in the coffee industry, Africa is home to many emerging coffee-producing countries that are working to develop their economies through coffee cultivation. Malawi, in particular, was one of the countries that had not yet been explored by major trading companies.

Ataka has developed a business strategy to engage with countries that larger trading companies have overlooked, which led to the decision to handle Malawi coffee. Below is a picture of the representative of Seibo, a non-profit organization, alongside the raw beans received from Ataka Trading.

Q: How do you communicate with the local community?

A: Fernandez, who previously served as the General Manager of the Coffee Industry Board (CIB) in Jamaica, acts as an agent for Ataka Trading in negotiations with the local government. The core of Ataka’s coffee business is Blue Mountain coffee from Jamaica. After leaving his position at the CIB, Fernandez became an agent for Ataka Trading to establish a new “Specialty Coffee” business. Specialty coffee refers to high-quality coffee that consumers value and are satisfied with, which is strictly controlled from production to consumption. Although the price is higher than that of regular coffee, it is carefully selected to be sustainable and includes mechanisms to trace where and who produced the ingredients.

The concept behind this coffee movement is “quality rather than quantity” in the American coffee market. The market was saturated with low-quality coffee from large farms, creating a vicious cycle where delicious coffee disappeared globally. Consequently, even if farmers produced high-quality coffee, it was not reflected in the prices they received. This led to the birth of specialty coffee, founded on the principle of “paying fair wages to those who produce high-quality coffee beans.”

Specialty coffee quickly gained popularity not only in America but also in Europe and Japan, leading to the establishment of the European Specialty Coffee Association and the Japan Specialty Coffee Association. As the coffee qualification system developed, educational initiatives were introduced, and specialty coffee gained global recognition. Additionally, this period saw an increase in home roasting.

Note: The Coffee Industry Board (CIB) is an institution established by the Jamaican government to revive and expand Jamaica’s coffee production. It holds all powers related to the coffee industry, and Jamaica’s Blue Mountain coffee is strictly regulated by the CIB.

 

(The photo below shows the logo of Ataka Trading Malawi bean brand, MZUZU ZEBRA, along with its products.)

Q: Are there any characteristics unique to Malawi coffee?

A: While coffee is widely loved, it can be challenging to distinguish Malawi coffee from other types based solely on taste. The flavor of coffee is influenced not only by the type of beans but also by how they are roasted, brewed, and the brewing temperature, making it a delicate beverage. Although it may be difficult to characterize coffee by taste alone, it can be defined by the “image” it evokes for consumers.

For instance, what comes to mind when you hear “Blue Mountain”? Most people likely envision a rich and delicious coffee. It’s essential for consumers not just to taste the coffee but to form a mental image of it over time.
Ataka Trading Co., Ltd. handles a raw bean known as “Sumatra Tiger,” which has received high praise for its branding strategy that creates a compelling image for consumers. About ten years ago, Ataka began marketing coffee from the Indonesian island of Sumatra under the name “Sumatra Tiger,” transitioning from its previous name, “Mandelin.” Typically, raw coffee beans are traded under the names of their producing countries, such as Brazil or Colombia. However, Ataka chose to borrow the name of the Sumatra tiger, complete with a cute character logo on the packaging. As a result, consumers who initially ordered “Mandelin” gradually shifted to ordering “Sumatra Tiger.” The well-known Sumatra Tiger has even been commercialized by Lawson and remains popular today.

Q: How does Ataka Trading deal with fair trade?

A: Fair trade refers to a trading system aimed at stabilizing the lives of producers in developing countries by ensuring they receive reasonable prices for their goods. The pricing of fair trade products is influenced by the market rates in New York and London, which can be subject to fluctuations. This makes fair trade coffee a high-risk product for trading companies like Ataka.
Despite these risks, Ataka Trading prioritizes the principles of fair trade by consistently purchasing goods at equitable prices. A core value of Ataka’s approach to fair trade is the concept of the “three-way street,” which means that everyone involved—producers, sellers, and buyers—should be satisfied with the transaction. This philosophy is rooted in the management principles passed down from the time of Omi merchants. Ataka believes it is essential not only to pursue one’s interests but also to consider the perspectives of others and to foster a spirit of goodwill towards the community. Ataka Trading aims to build trust not only in the fair trade sector but across all its business dealings, ensuring a balanced relationship with the people on the farms.
How did you find this information? Have you gained insights into Mr. Araki thoughts on coffee, his business strategy, and his cooperation with non-profits? For more details, please check out the video featuring student volunteers covering Ataka Trading here.

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Tea that feeds children in Malawi, Africa

On March 11, 2024, Malawi tea arrived for the first time at the office of Seibo, a non-profit organization that operates the Warm Hearts Coffee Club. Since we have been offering Malawi coffee in partnership with Ataka Trading Co., Ltd. since 2018, our customers expressed interest in the taste of the tea and wanted to support us, especially from people who couldn’t drink coffee.

Additionally, many students in students from schools were unable to consume coffee. Although they were interested in supporting our cause, it was challenging for them to engage with actual products.

Thanks to everyone’s support, we were delighted to acquire the tea. As a non-profit organization, we believe this may be the first instance in Japan of purchasing about 2 tons of tea from Malawi for non-business purposes.

In this post, we will provide an overview of the background, characteristics of the tea plantations, and the products.

 

Malawi; Africa’s first Tea Birthplace

Anette Kay – Satemwa (Malawi)

 

Africa’s first commercial tea was planted in Malawi in the late 19th century. Malawi has a rich tradition of tea making and craftsmanship.

In India and other countries, tea is often cultivated as a secondary crop to mitigate business risks and preserve soil nutrients during off-season for coffee. However, in Malawi, high-quality tea has been harvested and cultivated for a long time. Even for home use, tea is commonly made by boiling leaves in a pot and consumed frequently.

 

History and Characteristics of the Satemwa Farm

Satemwa is located in the stunning wilderness of the Shire Highlands in southern Malawi. The tea is grown and produced at altitudes of 1,000 to 1,200 meters above sea level. It is the oldest family-run tea garden in Malawi and has a rich history and they specialize in handcrafted teas primarily for high-end markets.

The harvest season for Malawi’s special tea runs from April to about November. However, tea produced shortly after the rainy season in December is particularly flavorful. In December, the delicious green tea leaves are harvested, and low-oxidation tea is produced in January. The peak season for wholesale tea, which is used by international brands, occurs from December to April, coinciding with the rainy season.

Anette Kay – Satemwa (Malawi)

                    

Characteristics of our special tea

The tea leaves at Satemwa are hand-picked by trained employees. To prevent damage, the leaves are carried in plastic baskets. Upon arrival at the factory, the tea is measured and undergoes an initial quality check.
Next, the leaves go through the withering process, where they are allowed to wilt. After withering, the tea is transferred to the roller, where acidification occurs. Following this, the tea is oxidized, dried, separated, packaged, and shipped to customers.

Anette Kay – Satemwa (Malawi) 

Social Contribution of Satemwa Tea

Certified by Fairtrade and Rainforest Alliance, our initiatives have also contributed to the development of the community. As a result, they are making strides in education, environmental protection, and health within the production areas.
By promoting farming opportunities and gender equality, they are improving the social standing of Malawians as a whole. Furthermore, they are committed to sustainable management through investments in schools, healthcare institutions, and local businesses.

In partnership with”RARE Charity”, they are also contributing to the future of Malawi and other African countries by expanding our support to help children access higher education.

Anette Kay – Satemwa (Malawi)

 

What makes our Earl Gray special

In January 2018, Makoto Yamada, director of Seibo, a non-profit organization that supports school lunches in Malawi, visited the Satemwa farm for the first time. He was searching for a product in Japan that would spark interest in Malawi and support school meals for the future of its children. During this visit, he discovered Earl Grey tea.

Even before opening the package, the impressive aroma of citrus filled the air. Once opened, he was captivated by the richness of the tea leaves cultivated in Malawi’s natural environment and the flavor of the Italian bergamot oil. The distinctive taste of both hot and iced tea, with hints of orange, along with the beautiful impression of the farm that inspired its flavor, has become quite popular in Japan.

As a result, the importation efforts of Seibo have deepened the social impact of tea from Satemwa, evolving it into a sustainable business.

 

About our Straight Black Tea

We also sells straight tea alongside Earl Grey. Earl Grey is often referred to as black tea because the picked tea leaves are dried after a sanitary inspection, resulting in black tea leaves being shipped.

You can enjoy it straight or add milk and sugar to create a milder flavor. We offer Earl Grey not only for its stable taste but also to provide a true experience of the flavors of Malawi.

 

Providing School Meals to Malawian Children by Drinking Malawian Tea

Seibo, has been providing school meal support to kindergartens and elementary schools in Malawi since 2015. In 2018, it launched the Warm Hearts Coffee Club brand, selling coffee and tea in collaboration with supporting companies, with proceeds remitted to Malawi.
Seibo aims to provide school meals to ensure basic nutrition and motivate school attendance among young children before they enter the workforce. By drinking this tea, you can help change the future of the world.

 

About Us

Seibo Japan is a non-profit organization based in Japan, providing school meals to children in Malawi to fight against hunger and aiming to improve attendance in schools. Currently providing approximately 18,000 meals per day to children in Mzimba (north part of Malawi) and Blantyre (south). In Japan, operating a donation-type coffee/tea brand, Warm Hearts Coffee to spread the taste and stories of Malawi. Moreover, by collaborating with young generation in Japan, Seibo is attempting to cultivate the potential of youth not only in Malawi but in Japan as well.

Please contact the email below for any inquires.

Contacts: info@seibojapan.or.jp