Overview

“TYPICA” is the world’s first online platform that enables direct trade of green coffee beans in units of one burlap sack between coffee farmers and roasters (self-roasting coffee businesses).

We have made it possible to trade green coffee beans, which had previously been traded in container units of 18 tons, in units of one 60kg burlap sack. This allows small-scale producers without the resources for export to easily list their coffee, and roasters aiming to improve traceability (transparency in which information on coffee beans, such as producer name and farm name, and distribution routes are clarified and delivered to roasters and consumers) can purchase directly.

By maximizing opportunities to sell through direct trade, the economic situation of producers improves, and their production efforts are directly linked to improving their lives, which can be a catalyst for eliminating poverty in developing countries.

URL: https://typica.jp/

Activities

① Held a presentation event with roasters, where consumers actually visited, in addition to TYPICA

Since “TYPICA” is a B2B platform connecting producers and coffee roasters, it was important to convey the benefits for consumers that would result from the widespread adoption of “TYPICA.”

Therefore, the “TYPICA” launch presentation was held at a coffee roaster that actually purchases green coffee beans through “TYPICA,” roasts them, and offers them as a menu item, and a talk session was held. By highlighting the appeal of “TYPICA” from the roaster’s perspective, as well as gaining exposure for the roaster itself, we were able to convey the significance of “TYPICA” to consumers.

② Constructed a PR story linked to the SDGs

In the “Coffee 2050 Problem,” where climate change is halving the suitable areas for coffee cultivation, including Arabica beans, we focused on the problem that the value of green coffee beans produced on small-scale farms decreases as the amount of mass-produced green coffee beans increases. We designed the information as a platform that fundamentally solves this problem and enhances the sustainability of coffee.

In addition, at a seminar held for the media, we featured green coffee bean producers who use “TYPICA” and communicated the benefits brought about by “TYPICA,” such as improved producer income, employment, and increased motivation due to price transparency. This allowed us to convey that “TYPICA” also contributes to the SDGs.

③ Service deployed in 59 countries worldwide

After the large-scale launch announcement, it garnered a significant response and is now deployed in 59 countries worldwide. The scale of the business has expanded significantly, with over 1,000 roasters in Japan using the service.