As part of the ongoing campaign to promote Tanzanian coffee in Japan, the Tanzania Coffee Board, and the Embassy had a fruitful meeting with Mr. Toru Takahashi, President of Retail Business of JR East Cross Station Co., Ltd. and his team, in Tokyo, on October 11th, 2024.
In partnership with ITO EN, JR Cross has introduced Tanzania Kilimanjaro Coffee as the standard coffee at its convenience stores, known as NewDays (with more than 500 outlets along JR Railways), effectively starting from October 1st, 2024.
The meeting was a success, with JR Cross and ITO EN expressing interest in further trading Tanzanian coffee in Japan, while the Tanzania Coffee Board pledging full cooperation with both ITO EN and JR Cross in their coffee business with Tanzania.
This development marks a promising step in strengthening the business ties between our two countries and expanding the reach of the distinctive and flavorful Tanzanian coffee to a wider audience.
