A Cup of Coffee Supports East Timor

Sukiya, one of Japan's leading beef bowl restaurant chains, has recently started to sell East Timor Coffee at its 240 sites of more than 820.
East Timor, one of the newest countries which achieved independence in this century, is located in the east side of an island at the south end of the Malay Archipelago. Since it did not have any profitable industries except for small-scale agriculture, it has been one of the poorest countries in the world.
However, the farmers have successfully acquired the know-how on harvesting high quality coffee beans by support of Peace Winds Japan (PWJ), Japan's largest NGO (Non-Governmental Organization), dedicated to the support of people in distress, threatened by conflict, poverty, or other turmoil. Next step had been to get a stable market.
Zensho, one of Japan's outstanding food service companies, which runs more than 2700 restaurants including Sukiya, has decided to work together with PWJ. This year, Zensho purchased 10 tons of East Timor coffee beans produced by 200 specified families at "fair trade" price.
Sukiya's East Timor coffee has got a good reputation not only because of its organic farming but also because of its well-balanced taste of sweet and sour. East Timor farmers and PWJ pin their hopes on the growth of Sukiya's coffee sales.
Sukiya might show one of the easiest ways to join "Team Fair Trade". If you would like to join the movement, you have only to order a cup of coffee(180 yen) or buy a dripbag (50 yen) after you eat safe beef bowl at Sukiya's counter.

Zensho, which runs Sukiya, Coco's, Wendy's as well as various types of restaurants in Japan and the U.S., is well known for its stable policy not to use American beef. Because it might contain abnormal prion which causes BSE or mad cow disease.
Zensho uses Aussie beef, 100% abnormal prion free, while Yoshinoya, one of the most dangerous restaurants, force people "Russian roulette" by using suspicious beef.