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New Book Release: Coffee Education for Business Elites

Hirofumi Yamamoto, an executive officer at Sakano Tochuu's Marine Coffee Division, has recently published a fascinating book titled "The Coffee Knowledge That Global Business Elites Have Acquired." This book delves into the intricate relationship between coffee and the business world, exploring how this beloved beverage connects with global political and economic developments.

In recent news, the coffee market hit record highs by the end of February 2025, which was attributed to the geopolitical climate, particularly the ongoing situation in Ukraine, affecting futures markets and an increase in coffee demand in Asia. Meanwhile, coffee-producing regions are facing significant challenges, such as population outflow to urban areas leading to labor shortages and declining harvest quality. Political instability, including coups, is further affecting transportation and logistics in these areas, which has crucial implications for coffee production.

The book emphasizes that understanding the context of the coffee we casually sip can lead to a more nuanced global perspective. Readers are encouraged to reflect on the lives of those in both producing and consuming countries, ultimately providing valuable insights for business professionals to consider different viewpoints and thought processes.

Additionally, the book offers practical advice for coffee enthusiasts: learning how to enjoy coffee through selecting, brewing, and tasting it the right way.

Book Details

• - Title: The Coffee Knowledge That Global Business Elites Have Acquired
• - Author: Hirofumi Yamamoto
• - Publisher: Asak Publishing
• - Number of Pages: 304
• - ISBN: 978-4-86667-747-7
• - Price: ¥1,815 (tax included)
• - Publication Date: April 15, 2025
• - Sales URL: Marine Coffee Bookstore

Author's Perspective

Hirofumi Yamamoto, the executive officer of Sakano Tochuu's Marine Coffee Division, stated, "Coffee is often approached from a 'quality and price' perspective, as a product. However, as an agricultural product, focusing on the 'producers and growing conditions' can reveal its deeper appeal. In this book, I aim to introduce the various fascinating players within the coffee supply chain that I have encountered. I believe readers will appreciate the unique allure of coffee from a fresh perspective. My hope is that, after reading, each cup of coffee will be enjoyed even more deeply."

About the Author

Hirofumi Yamamoto has an extensive background in coffee cultivation, having studied agroforestry at the University of the Cordilleras in the Philippines. His career includes working with NGOs to provide guidance to farmers in Timor-Leste and Myanmar, and since 2020, he has been actively involved in implementing sustainable coffee production initiatives that connect coffee-producing regions to the Japanese market.

Marine Coffee's Commitment

Marine Coffee is dedicated to sustainable practices, focusing on coffee cultivation methods and support for environmental conservation in Southeast Asia. As the impact of climate change intensifies, the industry faces significant challenges, including the alarming decrease of forest areas. In response, Marine Coffee promotes agroforestry practices, allowing coexistence between coffee cultivation and forest preservation.

In collaboration with international organizations, Marine Coffee is making strides to secure livelihoods for local populations through coffee production. Projects like the one in Laos, in partnership with the World Food Programme, aim to create a sustainable living foundation for communities.

The book also discusses Marine Coffee's initiatives, offering insight into local issues and challenges that only a first-hand participant could convey.

Conclusion

Hirofumi Yamamoto's new book is not just for coffee lovers; it is for anyone interested in the broader impacts of agriculture on society, politics, and the economy. By bridging the gap between coffee producers and consumers, it encourages a compassionate and informed approach to coffee consumption, one that recognizes its origins and the people behind it.

For more on Marine Coffee, visit Marine Coffee Official Site.