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.
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.
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.
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.
Seibo, Non-Profit Organization & Seibo, General Incorporated Association
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.
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.
Our Malawi coffee is classified as “Specialty Coffee.” We consulted with Ataka Trading Co., Ltd., our coffee supplier, to understand how this classification is determined and how the importer plans to brand and market such coffee.
Learn more about the lecture that invited Morimori Araki, president of Ataka International Trade Co., Ltd. here.
What is Specialty Coffee?
The definition of specialty coffee involves meeting a variety of specific requirements and conditions. When these are fulfilled, consumers (coffee drinkers) are likely to find the coffee highly satisfying and delicious, qualifying it as specialty coffee. There are also objective criteria for its evaluation. The most important factor is ensuring that every step of the process, from raw beans to the final cup, is carried out correctly.
This process involves several key players: farmers, importers (wholesalers), roasters (manufacturers), retailers (both online and in stores), and consumers. The factors that contribute to a delicious cup of coffee for consumers are typically:
60% from the quality of the raw coffee beans.
10% from the importer’s distribution process.
30% from the roasting and production methods used by roasters.These elements are essential to producing a high-quality cup of coffee.
Initiatives of Ataka Trading Co., Ltd.
Mr. Araki, president of Ataka Trading, mentioned that, when purchasing raw beans, they ensure proper cultivation management, harvesting, processing, screening, and quality control. The aim is to select beans with minimal contamination and defects. They also request samples and conduct thorough wrapping procedures.
The key points they evaluate are:
Taste: It should not have any unpleasant flavors.
Refining methods: The flavor should reflect the differences in processing methods.
Price: The purchase price should be deemed appropriate.
Ultimately, the overall market trend helps determine whether the price is suitable for customers, ensuring the coffee remains appealing for repeat purchases.
Challenges for the future specialty coffee market
In the distribution process from farmers to roasters (manufacturers), the coffee is indeed traded as specialty coffee.
The biggest challenge lies with retail stores (both online and physical). This involves the process of selling to consumers. While retailers promote their offerings as specialty coffee, many times, this advertising has not translated into increased sales, and the market share of specialty coffee has remained sluggish. Ultimately, coffee is a matter of personal preference, and the perceived quality is determined by the consumer.
Generally, coffee is appreciated for its balance of aroma, acidity, bitterness, and richness. Ideally, it should leave the drinker wanting a second cup. Despite not always being marketed successfully as specialty coffee, efforts continue to explore how to effectively appeal to consumers and expand the market for high-quality specialty coffee.
Branding as Warm Hearts Coffee
In the meantime, the role of our Warm Hearts Coffee Club is to enhance the specialty coffee market by adding social value over time. Warm Hearts Coffee Club is currently collaborating with Ataka Trading and a group of young students who will play a key role in shaping the future of the coffee industry, as well as exploring the relationship between consumer culture and the planet.
Learn more about the activities with students from here.
As our sales support school lunches in Malawi, we hope to expand this initiative from Malawi to other parts of Africa, where the population is growing. This expansion aims to enhance the benefits of delicious coffee and create a brand that is socially responsible and widely accepted.
Learn more about the Warm Hearts Coffee Club and the company’s activities here.
About Warm Hearts Coffee Club
A donation-type coffee brand by Seibo, a non-profit organization that supports school lunches in Malawi, Africa.
In Japan, we are not only selling coffee, but also cooperating with schools to deepen our learning with students from the perspective of international support, supply chain, and marketing. It has also received approval from many supporting companies, including Ataka Trading Co., Ltd., which is engaged in the coffee import business.
Warm Hearts Coffee Club receives raw coffee beans from Malawi, generously provided by Ataka Trading Company. Starting in April 2024, Ataka Trading will continue to supply us with a stable delivery of these beans. Despite the rising market value of coffee and increased local labor costs, Ataka Trading has graciously provided us with these rare and valuable beans for our charity initiatives.
*For more details on Ataka Trading Co., Ltd.’s SDGs initiatives, click here.
*Please watch the video for further details.
Through industry-academic collaboration, there are numerous ways that NPOs can address local and global challenges in partnership with companies.
According to the Global Development Index, in about 100 years, 65% of the birth rate will be from Africa. The future might see IT outsourcing shifting from India and China to Africa. Our NPO, Seibo, is implementing school meal support in Malawi, a country where English is spoken, half the population is under 24 years old, and it is the only African country that has never experienced war.
Seibo, in partnership with Ataka Trading, sources coffee from Malawi. By offering this coffee as a return gift for donations, we are engaging companies in SDGs-related activities. Additionally, domestic Japanese educational institutions are involved in the branding of this coffee as part of their exploratory learning programs, which also promotes sales and contributes to Japanese education.
*For details on corporate CSR and SDGs initiatives, click the link below
[Cultivating Talent through Industry-Academic Collaboration: Talent in Africa and Japan]
We are collaborating with Infocom Corporation on the theme of “Industry-Academic Collaboration” and SDGs, using Lookat, a service that visualizes SDGs initiatives. Through our 15 yen per meal school meal support, we report on how corporate support concretely impacts Africa.
“Nurturing talent through industry-academic collaboration: Starting SDGs with school meal support in Malawi”
*Article post on “Lookat” by Infocom Corporation about our partnership and the future of Africa (Japanese)
Our coffee not only contributes to Malawi’s future but also links to the education of children in Japan. We hope to further enhance our activities with companies that resonate with this social added value. Thank you for your continued support!
In recent years, as organizations have been increasing their involvement in SDGs, there have been more opportunities for CSR to be looked into and explored. CSR stands for Corporate Social Responsibility. Nailing down a concrete definition of CSR is difficult, but it is generally understood to be a practice in which social and/or environmental concerns are integrated into business practices and interactions with shareholders. In this article, we will introduce one example of CSR activities through examining the Warm Hearts Coffee Club.
1.Blue Yonder: Blue Yonder Japan Co plans to give ethical gifts to employees and clients as part of their CSR activities. They have applied for the following Malawian coffee and 30 filters set. We were told two reasons why Malawian coffee from Warm Hearts Coffee Club was selected.
-100% of profit will be donated to charity. -It is better to make employees happy with ethical rather than unethical gifts.
The decisive factor in choosing Warm Hearts coffee is that any purchase would be beneficial to global society while also pleasing employees.
By using our Malawian coffee as a gift, we received a donation of about 14,200 school meals for Malawian children. By using Warm Hearts Coffee cLub’s donated coffee for this kind of in-house CSR activity, companies and employees can increase their knowledge and awareness of Malawi and charitable activities.
2.Value Drivers Co: On Tableloop (a site where which sells products to eliminate food waste) our coffee has been introduced and sold as an ethical product which leads to charitable donations.
3.Oedo Administrative Office: We have created a Malawian coffee drip pack to be something you can drink while taking a break at work. A small change in which coffee you drink can provide a big change in the world. Thank you very much for joining us in our mission to improve consumptive behavior and make the world a better place!
4.Nakaya Kogei Co: We send our coffee to our business partners, who use our coffee for mid-year and year-end gifts. People involved in the same job share the same mission, and when drinking the same coffee, can spread the message and have a big effect. As always, thank you so much.
5.Sync Logistics Co: We received many orders for coffee as part of an internal SDG initiative. Taking this initiative as an opportunity to spread our message and mission throughout the company, it provided a valuable chance for employees to learn about Malawi.
6.Showa Shokai Co: It was used in my company as a midsummer gift. Due to the transparency in support for Malawi, the company president sympathized with our activities and purchased the coffee for distribution. Thank you very much.
7.Ethical Café: Using ethical consumption as a keyword, they use the Facebook community to deliver products and concepts to many people. Malawian coffee has been featured before.
8.Hokkaido Coca-Cola: We received support from Hokkaido Coca-Cola Bottling Co by providing coffee and their own upcycled products. During the crowdfunding, many people learned about coffee and Malawi- it was also a chance to get to know everyone! Thank you very much.
9.Scope Co: In December 2021, the staff brewed coffee at the event and explained about the product- the background, how to drink it, flavor characteristics, etc. Many people enjoyed it, and we received a good response from the internal company event. 10.TKM LLC: TKM Godo Kaisha used our drip packs as end-of-year gifts distributed to employees and business partners. Thank you for using and supporting us!
11.Issui Manufacturing Co: Issui Seisakusho Co used our coffee as a gift for customers in the form shown in the picture below. I had a bag of snacks put in, so I was able to take advantage of the coffee gift. Thank you for using us.
12.Yokohama Kiko Co: Yokohama Kikou Co contacted us as a result of considering SDGs internally and ended up using our coffee as gifts for business partners. Many people were informed about the SDG initiatives that will lead to the eradication of poverty, and it was also a good opportunity to call for support for school meals in Malawi. As a result of this collaboration, about 4,500 school meals were donated. Thank you for this precious opportunity.
13.Infocom Co: Infocom Co has used a Malawian coffee drip pack with an originally designed label. Infocom’s Lookat service visualizes and disseminates information about SDG initiatives and is working on transformation of corporate culture and organizational frameworks. We are very honored our coffee organization was chosen to participate in this company’s efforts.
14.Yamaha Music instructor Union: Our coffee was used as a mid-year gift for lawyers and others who whom we are indebted. The amount of support was equal to about 400 school meals for children in Malawi. Thank you for using our service!
15.Shimada Green Center: Shizuoka’s Shimada Green Center sold our coffee at their SGC Charity Market. At the Charity Market, a dog adoption event was run by NPO ‘Project to Protect That Little Life’. The adoption meeting is a place where both the procurer and potential adopter of the dog go through a careful examination, making sure the dog will have a wonderful life full of love, and making sure that the adopter is a good fit for the dog.
It can be said that the Charity Market is a place full of charitable spirit. This time, our charity coffee was sold at the adoption event. Thank you for allowing us to sell coffee!
Would you like to use African Fair Trade coffee gifts, 100% of the profits of which will be donated to the coffee’s country of origin, as part of your company’s CSR activities?
Warm Hearts Coffee Club’s coffee is a drink that benefits global society just by being drunk. Grown without pesticides in the highlands of Malawi, this environmentally friendly coffee is sold with 100% of profits being used to fund school meals for children in Malawi. We can provide coffee gift sets according to your specifications, such as for companies that emphasize CSR activities. We have already received orders for in-house gifts from companies in Japan, such as those listed above. We use only AA-ranked specialty coffee beans and have received praise for their high quality and taste.
Stuck at home? What better way to spend your days inside accompanied by a warm cup of coffee! Our coffee will not only warm up your day, but it will warm up your heart! All online proceeds from the coffee will be donated to Seibo Japan. A Japan based NGO who pledged to feed hungry children in Malawi. So wait no longer and order our coffee 🙂
Making coffee is pretty easy, especially if you order ground coffee! We personally do pour covers, so you’ll need a pour-over coffee pot.
First, make sure to heat your water. Then, line the funnel with the correct size coffee filter. After that, put in however many tablespoon scoops of ground coffee into the funnel. In general, use 3 tablespoons of coffee for one cup. The last step is to pour hot water into the funnel slowly until it finishes dripping. Make sure to only pour enough water to cover the beans before repouring once it has finished filtering through the funnel. Also please take care to leave no dry clumps of coffee behind. The whole process will take around two to four minutes, depending on which kind of roasted coffee you have. After the process has finished, your done and free to do anything with the drink!
