On 16 October 2024, Ambassador Baraka Luvanda and Mr. Primus Kimaryo, Director General of Tanzania Coffee Board, concluded a campaign to promote Tanzania's coffee in Japan, with a fruitful meeting with ITO EN Company.
ITO EN is the largest beverage company in Japan and has been selling Tanzania coffee through a partnership with TULLYS Coffee. The discussions focused on increasing the trade volume of Tanzania coffee in Japan through ITOEN and its subsidiary companies, TULLYS and JR Cross - owners of NewDays convenience stores.
The meeting was preceded by a visit to the ITO EN and TULLYS factories located in Shizuoka. Both the meeting and factory visit provided an opportunity for all parties involved to exchange knowledge and ideas, leading to potential future collaborations and advancements in the coffee industry.
The collaboration with ITO EN and its subsidiaries is a significant step in strengthening the trade ties between Tanzania and Japan. Through this partnership, Tanzania's world-renowned coffee famous under KILIMANJARO name in Japan, will be able to reach a wider market in Japan, increasing its global market share.
