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This is Kamei, owner of Gokujo Mold-Free Coffee.

Currently, the coffee industry is undergoing unprecedented upheaval. As reported in the news, the global price of green coffee beans is soaring, and the so-called "coffee shock" is accelerating.

Many coffee shops are being forced to "lower the grade of their beans" to maintain prices. However, we have chosen a more difficult path, striving to maintain (or even improve) quality. I would like to share the thoughts behind this decision.

1. Why are coffee prices continuing to rise?

This price surge is not temporary; it's a serious situation caused by multiple interconnected factors.

• Drastic production decline due to abnormal weather: Climate change is directly impacting yields, such as frost damage and drought in Brazil, the largest producer, and insufficient rainfall in Vietnam.

• Impact of logistics costs and the depreciating yen: In addition to increased transportation costs due to rising crude oil prices, a significant depreciation of the yen is further driving up import prices to Japan.

• Growing demand in emerging countries: Coffee demand is exploding in emerging countries like China, leading to a global "scramble for quality beans."

2. Concerns about "quality degradation" rampant in the market

When procurement prices soar several times over, maintaining low prices inevitably leads to "invisible cost-cutting."

• Switching to lower-grade beans (beans with more defects)

• Simplification of the hand-picking (sorting) process

• Adoption of inexpensive routes with unclear pesticide use and management systems

However, such cost-cutting directly increases the risk of **"mold toxins (mycotoxins),"** which is our greatest concern.

3. Why we never compromise on our "mold-free" standards

Even if prices soar, we will absolutely not lower the standards for the "Gokujo Mold-Free Coffee" we offer. This is because we believe our coffee is not just a beverage, but an investment in our customers' "health" and "high performance."

Three uncompromising promises

1. Selection of the highest grade green beans: We continue to purchase beans from well-managed farms that can withstand abnormal weather, at fair prices (value exceeding fair trade).

2. Continued third-party testing: No matter how much it costs, we will not neglect "mold toxin testing" to prove safety.

3. Thorough hand-picking: To eliminate off-flavors and health risks, we are strengthening the process of hand-sorting each bean more than ever before.

Summary: To deliver "value" not just price

Indeed, the price of a cup of coffee may be higher than before. However, within that price is a value far beyond the cost: "avoiding the risk of illness and keeping your brain and body in top condition."

We choose the responsibility of delivering "a truly safe cup" regardless of global circumstances, rather than sacrificing quality for price competition.

We promise to continue delivering a clean cup that creates your future.