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UCC Joins Forces with PIVOT to Promote Hydrogen Coffee

UCC Japan has just launched a new program in collaboration with PIVOT, a thriving YouTube channel boasting over 3.9 million subscribers. This initiative centers around the advancement of hydrogen society, showcasing UCC's unique hydrogen roasting coffee techniques. The first episode is now live on the PIVOT channel and presents a fresh perspective on sustainability in the coffee industry.

As part of its commitment to a better world, UCC Group has established a purpose: "Let’s unleash the power of coffee for a better world." This reflects their ongoing quest to discover new possibilities in coffee while challenging conventional boundaries for value creation. UCC also aims for carbon neutrality by 2040, which includes a keen focus on the roasting process that enhances coffee's characteristic flavors of acidity and bitterness. This is being achieved through an innovative method called hydrogen roasting. In April last year, they inaugurated the world’s first mass production of hydrogen roasted coffee using the large-scale