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A New Initiative to Support Businesses in an Era of Rising Coffee Prices: TYPICA Expands Its Exclusive Partner Program for Leading Companies
This program brings together major roasters, beverage manufacturers, café chains, trading companies, and others to collaboratively promote SX (Sustainability Transformation) in coffee trading through direct trade.
TYPICA, the direct-trade online platform for green coffee beans, is expanding its exclusive partner program designed to jointly promote SX (Sustainability Transformation) in coffee trading. The program is planned and operated by an experienced team of coffee experts working in unison with TYPICA’s management. It provides a unique initiative that integrates both online and offline elements, aiming not only to support sustainable sourcing but also to strengthen business foundations and co-create long-term value for participating companies.
In recent years, with global coffee prices on the rise and supply-chain uncertainty increasing, this program is offered exclusively to one leading company per category—roasters, café chains, beverage manufacturers, household coffee brands, restaurants, hotels, and others whose main business area includes coffee. The aim is not only to solve procurement challenges but also to help build a stable business foundation and co-create long-term value.
■ Overview of This Year’s Partner Program
TYPICA’s Partner Program co-creates shared value with leading companies in coffee-related sectors to dramatically enhance stability, transparency, and economic competitiveness in coffee trading.
– Promotion of direct trade / Optimization of procurement portfolios through introductions to producers around the world
– Escape from volatile markets / Stabilization of quality and cost through long-term fixed pricing
– Development of a customized procurement ecosystem / A government-recognized sustainable sourcing model backed by Japan and Brazil
– Access to early previews / Direct quotation features from producing regions, plus new AI-powered functionalities
– GHG visibility and reduction / Integration with IR strategy, sustainable sourcing solutions, and the Okagesama no Mori project
– Creation of sales and added value / Development and execution of comprehensive proposals spanning product planning, procurement, marketing, and PR
– Special invitations to international conferences / Participation in TYPICA-led origin trips and various events
Eligible participants: Leading companies in categories such as roasters, café chains, beverage manufacturers, household brands, restaurants, hotels, trading companies, etc. (Limited to one company per category)
Application deadline: Friday, December 5
Program start: January 2026 (A one-year program designed to maximize value)
Program leadership: Operated by TYPICA’s management and coffee expert team
■ Creating a New Global Standard for the Coffee Market
In March 2025, at the Japan–Brazil Economic Forum, TYPICA signed the first-ever direct-trade agreement with long-term fixed pricing, witnessed by the leaders of both nations. This was the first public–private collaboration of its kind in the coffee industry and marked a major turning point by presenting a new standard for the global coffee market.
Japan–Brazil Economic Forum (March 26, 2025, Tokyo), where the first-ever public–private memorandum in the coffee industry was announced.
In June of the same year, the model was expanded to Taiwan. TYPICA has been strengthening partnerships with major coffee companies in Japan and overseas, offering programs that include community building around direct trade, visualization and reduction of GHG emissions, PR and communication support, brand development, and creation of custom direct-trade ecosystems.
Some companies have also begun participating in TYPICA’s Okagesama no Mori afforestation project and setting concrete strategies and numerical targets related to direct trade and sustainable sourcing. These initiatives reflect a shared awareness of the issues surrounding volatile futures markets, and together with these companies, TYPICA aims to establish a “new, ethical, and sustainable global coffee market.” Steady progress is being made toward that goal.
■ What Becomes Possible Through Direct Trade × Coffee Experts × a Tech Startup
In response to these developments, TYPICA decided to further expand the partner program by bringing together coffee experts with diverse backgrounds to work as one team with participating companies. With firsthand information from producers, the rapid improvement capability characteristic of startups, and the strength of a technology company, the program is being enhanced in unprecedented ways.
In addition to new initiatives made possible by TYPICA’s newly established Brazil office, development has begun on new procurement features powered by generative AI, which will be offered to partner companies on a preview basis. To ensure the success of these pioneering efforts, the organization is also strengthening recruitment of highly specialized coffee experts. (Recruitment information available here.)
TYPICA will invite partner companies to the OKAGESAMA Coffee Expo 2025 (at Expo 2025 Osaka–Kansai).
■ Leadership Structure for This Year’s Partner Program
*As our business expands, we are also strengthening our structure and hiring coffee experts.
Executive Officer – Ryota Shinagawa
After graduating from the University of Tokyo, joined Marubeni Corporation. Spent 10 years in coffee trading, including procurement, sales, logistics, and quality control. Stationed in Brazil and Vietnam, worked on creating sourcing frameworks, business management, and launching new factories. Joined TYPICA in 2024, handling communication with mid- to large-sized clients as part of the Coffee Expert Team. Appointed Executive Officer in August 2025.
Strategic Partner – Shota Matsushita
Ritsumeikan University graduate. Joined Ishimitsu Shoji in 2008, worked in quality control, later stationed in Shanghai to build green coffee logistics. Has experience in buying, product development, and sales across Asia and Brazil. Handles communication with large clients at TYPICA as a Sourcing DX Strategic Partner. Certified J.C.Q.A. Coffee Appraiser and Master Instructor.
Strategic Partner – Yuta Miyagaki
Meiji University graduate. Joined Sumisho Foods in 2014, engaged in certified coffee procurement, sales, quality control, and logistics. Worked on new projects such as matcha export and later stationed in New York for pork procurement. Joined TYPICA to handle key accounts as a member of the Coffee Expert Team.
Head of Quality Control – Kazuto Nagai
Joined Camel Coffee (KALDI Coffee Farm) in 2007, spending 13 years in coffee-related roles. Experience includes production management, supply-demand adjustment, supplier management, procurement, QC, retail support, education, and new product development. At TYPICA, responsible for quality control, major client relations, and communication with Asian producers.
Brazil Office Representative – Yoshiki Hamana
Nagoya University graduate. Joined Ajinomoto AGF, working on roasting technology, product development, and consumer insights. Later assigned to new business development at Ajinomoto. Moved to São Paulo for family reasons and joined TYPICA in 2025 as Coffee Expert and Brazil Office Representative. Q Grader.
Brazil Office Community Manager – Hugo Mesquita
Started working on a coffee farm at 17. Studied in Japan on scholarship, earning bachelor’s and master’s degrees from Tokyo University of Agriculture. Fluent in English and Spanish. Worked in a trading company before returning to Brazil. At TYPICA, he supports sustainable relationships between Brazilian producers and global buyers.
Brazil Office Community Manager – Jaime Sánchez
Background in business administration and agricultural engineering. Experience includes marketing and corporate sales at AIESEC, strategy and analytics at a food-tech startup, and partnership leadership in a fertilizer company. At TYPICA, manages communication with producers in Brazil’s Cerrado Mineiro region.
President – Tatsuya Kasai
Experienced in international logistics, EC operations, and cross-border commerce, including leadership roles across multiple ventures. Joined TYPICA as an advisor in 2023 and became President in 2024.
Co-founder & CQO – Ayane Yamada
Began as a roaster in 2012, helped launch Japan’s first shared roastery at HOOP, traveled to producing countries, and co-founded TYPICA in 2019. Named among Forbes JAPAN’s Top 20 Entrepreneurs of 2023.
CEO – Masashi Goto
Founded his first company in 2003. Selected as a Global Shaper by the World Economic Forum in 2012. Inspired by third-wave coffee culture during time in San Francisco. Founded TYPICA in 2020. Led the signing of the Japan–Brazil direct trade memorandum in 2025, and appeared on NHK World’s “Direct Talk.”
■ Partner Program Application Details
The application deadline for this program is Friday, December 5.
For partner companies, TYPICA will develop a customized sustainable sourcing proposal through a preliminary consultation.
For more details or inquiries, please contact us through the official TYPICA website.
TYPICA Contact Form
https://typica.coffee/en/contact/