New tech platform directly links coffee producers and roasters

Global venture Typica, founded by Ayane Yamada and Masashi Goto, strives for transparency in the distribution of green coffees. Typica’s online platform will allow coffee producers and coffee roasters in the UK to directly trade coffee from a single jute bag (60kg).

Within a year of the launch of Typica, it has grown into a network of more than 2,000 producers and roasters from 12 countries. In Japan, with an earlier launch in April 2021, it has already seen more than 800 roasters who are registered and using the platform. Through Typica, we deliver in-season coffee directly from the producers to the roasters.

Previously, green coffee trading was only possible from a container shipment (18t). Typica makes direct trading of green coffee possible from a single jute bag (60kg). By adding an option to trade in smaller quantities, the company was able to create a community of producers and roasters and it is through this community that the company says it will transform the coffee industry into an industry where “100% direct trade” is possible for anyone.

The goal for 2025 is for Typica to grow the coffee community into more than 5,000 producers across 70 countries worldwide and within the first year we plan to exceed 3,000 producers and roasters in 59 countries. This October sees the global expansion of the distribution to 38 countries in total such as the Netherlands, UK, France, Germany, Italy, Spain, Denmark, Norway, South Korea and Taiwan.

Typica’s objective is to empower the individuals in the coffee industry, to increase sustainability of high-quality coffee production, and to drastically improve the experience of coffee lovers by rejuvenating the worldwide coffee community of producers and roasters.

For producers, Typica created a system where small-scale coffee producers, especially family-run businesses, are able to participate in direct trade. As a result, these producers can set their own prices without being affected by the volatile fluctuations of the international market.

For roasters, Typica aims to provide “100% direct trade” coffee. Conventional direct trade, which uses 18t as a unit of trading, makes it extremely difficult to trade directly, even for large-scale roasters. For small and medium-sized roasters, direct trading was a challenge because of trading quantity and high financial costs. In many cases, there were no alternative options, but to depend on trading companies for all aspects of trading – from inventory checks to purchases.

In addition to changing the unit of trading from 18t to 60kg, Typica provides supply chain and price breakdowns for all distributed lots to ensure and emphasise transparency. Typica also supports producers and roasters to create a “face-to-face relationship” to foster mutual understanding and to improve communication.

Typica founder, Ayane Yamada, commented: “I feel that many people in the coffee industry share the desire to build stronger relationships with coffee producers and to improve sustainability for delicious coffee. Typica removes these barriers and makes direct trade possible for all roasters and producers. This platform embodies what I yearned for in sourcing green coffee during my years as a roaster. I feel incredibly happy that many roasters have chosen to join our community through our global launch and I look forward to building the future of coffee together.

Furthermore, Typica believes that if we, as a whole community, actively share the knowledge and experiences of improving high-quality coffee production, we can greatly increase the quality of coffee distributed worldwide.

Typica founder, Masashi Goto, added: “Two billion cups of coffee are consumed every day around the world, which makes coffee the second most traded international goods after oil. I decided to establish TYPICA because I felt that two billion cups of consumer behavior shows the potential that coffee has in bringing happiness to people worldwide.

Typica provides roasters around the world an opportunity to use coffee that is “100% direct trade.” In a world where more than 3.5 billion people are connected on the internet, there is an increasing opportunity for coffee producers to distribute as direct trade. Providing the infrastructure to more than 20 million coffee producers (around 100 million including their families), can change their lifestyle and their lives.

I believe that by increasing directly traded green coffee, we can simultaneously improve the quality of life for producers, roasters and consumers as well as increase sustainability of our world. It is for the pursuit of this belief that I will continue to develop a platform where participation for all coffee lovers is possible.”

For more information about the launch of Typica, visit:

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