Did you already have coffee since getting up this morning?
Please raise your hand. A lot
Today just because coffee came out at break time
Well then
People who are not good at coffee or can not drink coffee
Please do not hesitate to raise your hand
You will be glittering
Actually I can not drink coffee (lol)
At hotels and coffee shops
Meeting with people
After having a meal in a restaurant
I always ask for something other than coffee
It is because I can not drink coffee that is not tasty
Coffee that I drank for the first time in my life
Very unfortunately with unpleasant coffee
It has become a trauma
I think that there are many people who think that I do not like coffee
When roasting immature beans
It may cause garbage and astringent taste
And I got coffee with time to extract
Reheated coffee
It oxidizes and it becomes sour.
The sourness of coffee with this sourness
People misunderstanding
Those who are misunderstood that miscellaneous taste and omelette are the taste of the original coffee
Unfortunately there are lots of things
I am in Shizuoka
I was born as the eldest son of coffee roasting wholesale
From around mind
There is coffee around us
Reached from all over the world
The warehouse where coffee beans are piled up
It was my playground
That’s why
Since I was in elementary school I went to Latin America
I started wanting to study coffee’s study cultivation
1975 years ago 42 years ago when I was 18 years old
Your wishes come true
I studied in El Salvador in Central America
El Salvador
It is the smallest country in Central America but in 1975
It became the third coffee producing country in the world
This is the National Institute for Coffee I studied
At the top level laboratory in the world
I think that the results of the research revealed this figure
In such a wonderful laboratory
What I was able to do was truly happy for me
I promised with my parents when I left Shizuoka
When it is finished studying it
Come back to Shizuoka quietly
It was to succeed my family business
But I was completely fascinated by El Salvador and coffee cultivation
When studying is over, living in the production area
I declared it to my parent and it was broken.
Fleetingly declared
With the government forces
Depends on anti-government guerilla
Civil war has broken out
Every day the gunshot and bombs are ringing
I was living.
Many of my friends were sacrificed
I myself was also caught up in terrorism and was shot with a machine gun
But fortunately I got a lifetime at Nitto
So now I’m talking in front of you
I lose my friend.
The beautiful Salvador will be destroyed
Also in San Salvador, the capital
Warfare came to be over
But I do not have a place to return to Japan anymore
I evacuated to Los Angeles
But I have to eat it at a Mexican restaurant
I got a job and I got to work there
Everyday every day
Someday the day will definitely come back to coffee
While talking to yourself I was baking tacos
One day a founder of a major Japanese coffee maker
I came to Los Angeles to scout me
The son of a coffee shop in Shizuoka studied cultivation
Opportunities faced against parents
I heard that it seems to be plapling in Los Angeles
I got a very attractive offer
But I declined because I wanted to go back to El Salvador.
However, the political situation of Salvador has not stabilized universally
Also stuck to the founder’s enthusiasm
I joined the company after returning to Japan.
And it was the Caribbean island Jamaica who took office
So Blue Mountain Coffee
I started farm development
This is for my life
It was a very big event
after that
Island of Hawaii
Sumatra
Madagascar Island
On Reunion Island
Making coffee plantations
I was doing jobs like researching breeds
Every time I go back to Japan although I was back in Japan sometimes
I felt that Japanese coffee became increasingly unpleasant
When going to a restaurant
Delicious dishes and marriage wines
And finally a ridiculous and unpleasant coffee comes out
I think that everyone has probably been experienced
The restaurant
To carefully select food and wine
Why do you put out such a tasteless coffee without hesitation?
It was a feeling that I really wanted to hit the table
Coffee is not like this
If you leave such coffee as it is
I realized that the Japanese coffee culture will be useless
But this is not the responsibility of the shop
The coffee industry that is selling such coffee has the biggest problem
This is from 1975 to the present
It is a table showing international market prices
The red line is the year
Highest value
Blue line chart is the lowest price for that year
The world’s largest coffee producing country
When it is bad weather in Brazil and it gets bad
I will hit the coffee price directly
For example, in 1975
The worst frost in the 20th century fell to Brazil
The coffee tree has withered
Then the price goes up naturally
And production increase will start in other producer countries
Prices continued to rise until 1978
Coffee planted
You can harvest in 3 years
So in 1978 coffee was taken too much around the world
It was a big crash
The coffee industry has repeated this kind of things every time without disciplining
This is the current state of the production area
However
1995
The price of coffee began to rise again from this time
At this time Brazil is produced normally
Nothing is happening
What to say is what happened
It became subject to investment investment
Absolutely
unrelated
A high price not related to the weather was born
By investors
It has become the subject of the money game
And in 1997
Investors have sought to gain wealth
But at this time in 2001
Coffee has surplus all over the world
as a result
It is this yellow place just from 2001 to 2003
An unexpected situation occurred called “a crisis of coffee”
It is less than half of production cost
Coffee will not sell like
The production area was truly a tragic situation for the past two years
Producer
It is no better than a night flight
The farm became bank management and decayed
I saw this witnessing me
And after 2003, coffee will run short
Price began to rise
What happens when the price of coffee goes up
It is a betrayal of producers
While contracting, I sell it at a high price
To say that the international price has risen
Japanese coffee shops, hotels and restaurants are
It is absolutely not allowed to raise the wholesale price
Then
The coffee company whose reliance was not counted as a coffee
Bought high coffee from the outside
You will have to sell it even if you lose it
I do not mean which one is good or bad
Both producer and consumer countries
It is the reality that this international market is being swayed
So I thought
If you pay for quality
Producers can continue to make coffee with confidence
Also we can supply stable coffee
However
To that end, we must raise the value of coffee
because
I have to make a market that can sell at a price commensurate with quality
Continuing to buy from producers at a price commensurate with quality
Because I can not do it
For that we need clear quality standards
In the world
Various coffee products are on sale right?
And all of that
It is said that it is the highest quality item
Do not you think that everyone, for example canned coffee?
Is it also instant coffee?
Even regular coffee being sold at supermarkets
Words such as “use of luxury beans” or “carefully selected gem”
It’s been scattered around
Wine and beef have definite grades
But there is no grade for coffee as a standard
So I thought about making quality standards
Coffee just like wine everyone
Do you know that it’s a wonderful fruit?
Because it is fruit
Depending on the field even in the farm
Subtle environment is different
The influence of the wind is also different. How rain falls is different
And the way the sun hits is also different
The thing that can be done also differs depending on the variety
Moreover, the quality of coffee that became ripe beans like this picture is good
In other words, quality pyramids will be created in the farm
In turn, this will also become a pyramid for each production area
Roasting and extracting coffee is also an important task
However, 80% of the taste is decided
It is the quality of this raw bean
How to transport the Japanese beans while maintaining the quality of the raw beans
It is a transportation method
And how to store raw beans and even roasted coffee package
I thought that I had to make quality standards including that
And among the quality standards we made the best of the best coffee
I made a business plan to spread the skirt
This was the major coffee maker I worked in before
I gave a presentation at the management meeting
I was dismissed for the long while
Everyone could not understand what he was saying
And I decided already that I had to do this myself
Leave the company
I started a company to propose a new coffee culture
As soon as I started my business I visited the world’s production area
From producers
It matched my glasses
I started importing coffee directly without going through a trading company
The first thing I worked on was the coffee at the top of this pyramid
Even if I start from the bottom, I do not understand it easily
And it was “Grand Cru Café”
Coffee in a bottle of Champagne
We sold 200 grams per 1 ten thousand yen
Carbon dioxide and aroma come out actually from beans after roasting
A packaging method that came to confine the carbon dioxide gas and aroma in the beans
It was to put it in this bottle
It is also necessary to stand out to be understood again
Unfortunately there is a big miscalculation
I think that it was thought that I was a coffee shop where I sell a whole high coffee
What I was thinking is to make all the coffee of this quality pyramid delicious
In other words, not only the mountain highland where delicious coffee can be taken
While protecting human rights while preserving human rights at low or middle level
How can I taste those people who are making coffee more delicious
And how to teach how to sell highly marketable coffee
It is my job to make their coffee market
Embody this quality pyramid
It was a wonderful opportunity.
JAL Japan Airlines will take guest room coffee in 2011
I asked him to make it delicious
Japan Airlines domestic flight international flight now
First Class Business Class Economy Class
Delicious coffee with different quality is offered in each class
Until now all over the world
I have been cultivating and planting development
It is now called the Golden triangle in the northern part of Thailand
Myanmar and Laos border zone
I am working with ethnic minorities living here
They cultivated poppy which is raw material of opium to live before them
It is the Mae Faureun Foundation of the Thai royal family that extended out his hand here
We created a project to stop cultivation of poppy and restore the forest
Instead of poppy
I started growing coffee and macadamia nuts
And for female employment
Building a factory of pottery textile paper making
I started vocational training
Gradually the village became rich and the forest revived
And at the request of the Foundation to further emphasize coffee
I have been a coffee advisor here for 4 years ago
And still four times a year
I am entering this area and I am striving to coffee with ethnic minorities
Until now all over the world
Make a coffee plantation
I have done technical guidance
The hardest thing to teach is technology
It is to change the minds of local people
To do that, I myself went
This way you can do such nice seedlings
If you do it like this you can create such a good field and have plenty of yield
And if you pick up ripe beans you can make delicious coffee
There is no other choice but to actually do this and experience it
Absolutely not to forget
“It will not be sold if it is not delicious”
So
To a coffee like to buy me because poor people made it
I can not do it absolutely
There is no absolute repeat like that
Now the Thai coffee
It is adopted by MUJI CAFÉ and MUJI nationwide nationwide
And at the University of Tokyo it is a very sustainable activity
It is now sold inside the school
To people in the producing country
While protecting nature and human rights
Have them get excited about making delicious coffee
To everyone in the consuming country
Understanding that there is reasonable reason for delicious coffee
Make a market that will pay legitimate consideration for quality
To that
From the finest coffee shop opened in “GINZA SIX (Ginza Six)”
Until the convenience store’s 100 yen coffee
Make a delicious coffee pyramid
It seems like a truly smile from producer to consumer
I’m thinking of making sustainable markets in the future
There was a very happy thing at the store of “GINZA SIX” the other day
A young woman in her twenties
To the reward for myself who achieved results at work and the finest coffee
I drank slowly over time.
This is the new coffee world that I am aiming for
(applause)
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