CORPORATE SOCIAL RESPONSIBILITY Special Feature : MACHI café
From coffee beans to a customer's cup of coffee
MACHI café's quality control, social contribution and environmental activities
MACHI café, LAWSON's in-store freshly brewed coffee service, gives full consideration to quality control, society and the environment in everything from the coffee beans to the cups of coffee served to customers. Paying special attention to the beans, milk, roasting method and coffee machine, we pour our enthusiasm into every cup of coffee we hand to our customers.
Carefully selected coffee beans, including ripening coffee beans from Ipanema Plantation in Brazil
Blended after bringing out the unique characteristics of each bean variety through different roasting processes (after-mix method)
100% raw milk for the original rich sweetness of milk*
*Heat sterilized raw milk
Quality considerations
The origins of MACHI café extend back to a time when cups of coffee were selling especially well at a few of the stores selected to offer coffee on an experimental basis. These were stores that provided exceptional customer service and at which a relationship of trust had been formed between the store crew and the customers. This inspired the decision to establish a MACHI café that focuses on “service” instead of “self-service.” Discussions of the coffee machine and sales system followed.
Ponta card data were thoroughly analyzed to discover the tastes customers desire most. Based on this analysis, MACHI café began serving blended coffee, a standby for middle-aged male customers taking a break from work, cafe latte, a popular choice among female customers, and other customer favorite.
By using beans (Arabica coffee) grown on designated farms in four countries* or production areas where it is possible to establish secure control of everything from coffee bean growing to shipment, we have successfully realized a high-quality deep, rich blended coffee with a sweet and fruity sour taste.
*For hot coffee
We employ a post-mixing method that produces blends after bringing out the unique characteristics of each bean variety through different roasting processes. We use only raw milk* in our cafe latte so that customers can enjoy the original rich sweetness of milk.
*Heat sterilized raw milk
Among the three leading extraction methods (drip, siphon and espresso extraction), MACHI café employs the espresso extraction method to bring out the delicious essential flavor of coffee beans. Espresso machines capture this essential flavor by applying high pressure to freshly ground coffee beans and brewing coffee in a single, cohesive process.
Social and environmental contributions
In developing products, we focus not only on taste and quality, but also on social and environmental concerns.
We ask our suppliers and business partners to pay careful attention to product safety and reliability, moreover, as well as to human rights and the environment.
We use only Rainforest Alliance Certified™ coffee beans* that are grown with attention to environmental and worker protection. This certification is awarded only to farms that meet strict criteria for environmental conservation and farm workers' wellbeing.
*Except for our Single Origin Series and Caffeine-less Series.
Waste produced in the coffee-roasting process includes the thin skins of the beans and the used coffee grounds. These are recycled as fertilizer and cow bedding.
Customers who bring their own tumblers receive a 10 yen discount* from the drink menu prices (on most items). This helps to reduce the amount of waste produced by the service (paper cups).
*Except self-service machines
Rainforest Alliance
The Rainforest Alliance is an international non-profit organization founded in 1987. Its mission is to maintain biodiversity and ensure sustainable livelihoods by altering land-use practices, business practices and consumer behavior. Rainforest Alliance certification is awarded to farms that satisfy rigorous standards in such aspects of environmental preservation such as the protection of natural forests and wild animals, as well as the establishment of a good working environment for farm workers and better farm management practices.
Participation in Rainforest Alliance Consortium planning
Lawson uses only coffee beans* grown on Rainforest Alliance Certified farms™ for its MACHI café fresh-ground coffee service. Motivated by a desire to popularize this certification, Lawson participated in planning the Rainforest Alliance Consortium, which was founded through cooperation among corporations that market coffee, tea, bananas and other certified products and Rainforest Alliance Japanese market representatives.
MACHI café partner plantation
Efforts made on Brazil's Ipanema Coffees plantation
Consistent quality control from seed to shipment
Ipanema Coffees
Located in Minas Gerais, Brazil's traditional coffee-producing state, Ipanema Coffees owns one of the world's largest coffee plantations. Coffee beans are produced on an area of about 6,100 ha (61 square kilometers). The high quality of the beans is recognized by specialist coffee buyers from around the world. The plantation has received various certifications, including Rainforest Alliance certification. Taking advantage the three areas on the plantation, the Conquista, Capoeirinha and Rio Verde units with their different altitudes and geological formations, the plantation grows a number of coffee varieties, applying harvest methods suitable to the respective areas.
< Overview of Ipanema Coffees >
Location: State of Minas Gerais, Brazil
Farm area: About 6,100 ha
Coffee trees are planted on an area of some 3,200 ha; about 2,000 ha are dedicated to a nature reserve
Number of trees planted: 120 million
Annual production: 110 thousand bags (6,600 tons)
Coffee varieties: 100% Arabica (Acaia, Mundo Novo, Bourbon, etc.)
Certifications: Rainforest Alliance Certified? (2004), others
The drying area, which covers 80,000 ㎡ and has 60 dryer units installed, boasts a drying capacity of more than 150 tons (2,500 bags) per day. Each dryer is controlled hourly according to a control table until the specified moisture value is reached.
Quality appraisers examine the coffee beans carefully to ensure their good taste.
Ipanema Coffees' social and environmental activities
●Ipanema Reforestation Project: [Ipe Amarelo]
This project was started in 2004 to recover and preserve the local ecosystem. A plan to increase nature preservation areas has been developed and trees are planted under the plan. In order to create an environment where wild animals can live and thrive, forest corridors are built to enable them to migrate through forests. Furthermore, animal populations are counted and reported.
●Institute's activities
Ipanema Coffees works to improve the working environment by such means as setting up temporary toilets, drinking water facilities and tents in the fields. Among its other social contribution, it has founded an organization called the Ipanema Institute to provide support such as after-school tutoring and sports activities for employees' children living in Alfenas near the plantation. It also conducts support programs to help drug addicts and alcoholics deal with their addictions and reintegrate them into society.
Ipanema Coffees engages in coffee production
with a view to control from seed to cup.
At Ipanema, our efforts start with selecting and harvesting seeds from healthy trees. We then plant the seeds in soil taken from fertile land where no coffee trees have been grown. Our continuing hard efforts to achieve thorough management include systematic planting to ensure our ability to harvest fully ripe coffee berries during the best season for each variety and use of the most advanced machinery in the berry-sorting process so that ripe and unripe berries are separated accurately.
We meet customer requests for customized blends, moreover, using the coffee varieties we grow at Ipanema. We also ensure our products' traceability, making it possible to trace any given product's date of harvest and variety. We even conduct a short-term coffee training program titled “Ipanema Academy” to give customers who want to learn more about coffee an on-site view of the coffee bean production process.
The phrase “From seed to cup” reflects our coffee production at Ipanema Coffees. We are working to ensure consistent and thorough management, today and into the future, to enable customers to enjoy delicious coffee.
Washington Rodrigues, CEO, Ipanema Coffees
