Kilimanjaro Coffee in the Rising Sun!
Tanzania is launching new efforts to promote the country’s coffee in Japan, using the latter as portal towards conquering the global beverage markets.
As part of their latest campaign to boost the consumption of coffee grown and produced from Tanzania in the Japanese markets, the Dar envoy to Tokyo, Ambassador Baraka Luvanda, and the Director General of Tanzania Coffee Board Primus Kimaryo, held talks to that effect with beverage dealers in Japan.
The two officials held an audience with the management of Ito En Limited, a multinational company based in Japan and which specializes in tea and coffee production, distribution, and sales.
Ito En, Limited also handles other beverages and happens to be the largest green tea distributor in Japan.
Other than its Tokyo operations, the company also boasts subsidiaries in a number of other countries, including, Indonesia, the United States, Australia, and China, among others.
Ito En being the largest beverage company in Japan has been selling Tanzanian coffee through a special partnership with Tullys Coffee.
The discussions between the Tanzanian officials and Japanese dealers focused on increasing the trade volume of coffee imported from the East African country into the Japanese beverage outlets.
They also want the coffee grown in Tanzania to find markets in other global markets through the joint trading arrangement between Itoen, Tullys and JR Cross establishments of Japan as well as the New Days convenience stores.
The meeting was preceded by a special visit to the Ito En and Tullys factories located in Shizouka.
According to a statement from the Tanzanian Embassy in Tokyo, the meeting and factory itineraries provided opportunities for all parties involved to exchange knowledge and ideas that may lead to future collaborations and advancements in the coffee industry.
It was revealed that the proposed collaboration between Tanzanian producers, Ito En and its subsidiaries is a significant step in strengthening the trade ties between Dar-es-salaam and Tokyo.
Through this partnership, Tanzania’s world-renowned coffee which is distributed under the Kilimanjaro Trademark will be able to penetrate and reach even wider markets both in Japan and other countries, thus increasing its global market share.
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