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The MoU for the first project brings together three partners: Japan’s leading café chain Doutor Coffee; ACAUA, a Brazilian company specializing in coffee warehousing and quality control; and Fertinutri, a Brazilian company offering soil solutions for sustainable agriculture. Together with TYPICA, these organizations will co-develop a unique pricing model and new ecosystem, aiming to build a new coffee market worth ¥100 billion through 10 projects between Japan and Brazil by 2030.

TYPICA Holdings, Inc. (CEO: Masashi Goto), a global venture advancing the sustainability of high-quality coffee, announced the signing of a Memorandum of Understanding (MoU) for its first long-term, fixed-price direct trade initiative at the Japan-Brazil Economic Forum held on March 26 (Wed), 2025. The announcement was made in the presence of Japan’s Prime Minister and Brazil’s President.

Background and Purpose of MoU

In traditional international markets, green coffee prices are largely dictated by the futures market, which is heavily influenced by speculative capital. In just the past year, price fluctuations have exceeded 112% (more than double), exposing producers to extreme income volatility. This instability forces producers to focus on short-term pricing shifts rather than long-term planning for consistent quality and quantity. Buyers also face difficulties forecasting sourcing costs, increasing business uncertainty and prompting price hikes for consumers. These factors collectively threaten the overall sustainability of the coffee industry, particularly in light of the so-called “Coffee 2050” crisis.

Through this MoU, TYPICA is launching a new framework of direct trade where producers and buyers who share a common vision connect via TYPICA’s online platform. Under a long-term, fixed-price model based on actual production costs and added value, the initiative aims to foster the sustainability of high-quality coffee. By improving both quality and economic viability in coffee trade, the project seeks to lay the foundation for sustainable, lasting development in coffee trade.

Positive Impact on the Coffee Industry

This initiative enables buyers to stabilize both quality and procurement costs while enhancing the value of their raw materials. Consumers benefit from high-quality coffee at fair and consistent prices. This contributes to a more sustainable coffee industry overall. For producers, it offers long-term, stable income, independent of volatile market prices, and enables mid- to long-term investment in climate action and quality improvement. Overall, the initiative is expected to drive the development of both countries’ economies and coffee sectors.

Building on this first MoU, TYPICA aims to expand to 10 projects between Japan and Brazil by 2030, creating a direct trade market valued at around ¥100 billion between the two countries. TYPICA also seeks to replicate this model across its global network of producing and consuming countries, creating a new coffee ecosystem founded on conscience. The ultimate goal is to become the de facto standard for enhancing sustainable global coffee trade.

The Impact of Long-Term Fixed-Price Direct Trade

Since its founding, TYPICA has focused exclusively on high-quality specialty coffee. While specialty coffee commands higher prices and helps increase producer income, it still accounts for only a small portion of global coffee trade. Many producers, even those growing high-quality commercial-grade coffee, are forced to sell their crops as commodities, vulnerable to market volatility.

By enabling the stable, long-term distribution of high-quality commercial coffee as well, TYPICA helps producers and roasters find the right partners for their needs and build more secure business foundations. This model fosters a community where large-scale and micro roasters co-exist, increasing the potential for synergy between economies of scale and economies of quality.

About TYPICA

TYPICA is a direct trade platform for green coffee beans, launched with the mission of transforming the coffee industry by creating a new kind of international coffee market. Founded in 2019, TYPICA has offices in Japan, South Korea, Taiwan, the Netherlands, and the United States and has established a network of around 170,000 coffee producers and roasters across 95 countries and regions. Through direct trade, TYPICA seeks to fundamentally transform the industry and improve coffee sustainability by offering a pricing and trading model that is less dependent on the futures market.

• Brand name: TYPICA
• Operating company: TYPICA Holdings, Inc.
• Leadership: Masashi Goto (CEO), Ayane Yamada (CQO), Shintaro Asako (CFO), Tatsuya Kasai (President)
• Business description: Direct trade platform for green coffee
• Founded: November 1, 2019
• Headquarters: 8F, 4-12-8 Minami-Senba, Chuo-ku, Osaka, Japan
• Capital: ¥3,129,602,200 (incl. capital reserve)
• Platform launch: April 6, 2021
• Website: https://typica.coffee/en/
• Partners: See official website for partner producers and roasters
• Instagram: https://www.instagram.com/typica.eu/; https://www.instagram.com/typica.us/
• Facebook: https://www.facebook.com/typica.jp/
• Concept: TYPICA is a global coffee community co-created by producers, roasters, consumers, and all who love coffee.