Bom dia! I'm João, from Minas Gerais, Brazil.
When you choose coffee, have you ever considered where it was roasted?
In Japan, it's currently common for local roasters to roast green coffee beans imported from different origins all over the world. The aroma of roasting wafting through the streets is a wonderful aspect of Japan's coffee culture.
However, having grown up surrounded by the aroma of coffee in Brazil, there's something I really want to convey to you. It's about the magical freshness and flavor that can only be brought out when roasted at the origin.
1. The harsh journey faced by "green beans" crossing the ocean
Most coffee distributed in Japan travels across the ocean for 40 to 60 days in jute bags, packed in huge containers.
In fact, the journey is extremely harsh for delicate coffee beans.
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Drastic temperature changes: Inside the container, temperatures can soar to nearly 70°C during the day and plummet to 15°C at night.
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Effects of humidity: Beans "sweat" in sealed bags, often losing their original fresh acidity and sweetness, resulting in a flat, "woody" flavor.
Even for fresh beans that were vibrant at the farm, it's actually very difficult for even the most skilled roaster to restore the luster of beans that have lost their vitality during their journey, before they even reach the roaster's hands.
2. The luxury of "Roasted at Origin"
On the other hand, what we at Bom dia value is the luxurious choice of roasting right next to the farms in Brazil.
Why do we insist on roasting at the origin? Because it's finished by professionals who know the beans better than anyone else.
"It rained a lot in October, so this year's beans are a bit denser. Therefore, we need to adjust the roasting method in a specific way."
Roasters in Minas Gerais adjust their roasting based on their intimate knowledge of the year's soil, microclimate, and weather, combining intuition passed down through generations with scientific data. This is the strength of origin roasting: bringing out the maximum individuality of the beans when their cells are most vibrant.
3. From Brazil to Japan
"But if it's roasted in Brazil, won't it oxidize by the time it reaches Japan...?" Some of you might be worried about that.
Please rest assured! At Bom dia, we transport the coffee to Japan using the following methods to ensure it arrives with its freshly roasted flavor intact:
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Tightly sealed bags with one-way valves: Immediately after roasting, the beans are sealed in special packaging. This minimizes oxidation until the package is opened.
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Air transport: We transport it to Japan by air cargo, not by sea freight.
4. Finally: Both coffees have a story
Of course, carefully roasted coffee within Japan also has many wonderful charms. The process by which local roasters blend beans from around the world with their unique sensibility to create an artistic cup is a wonderful opportunity to enjoy diverse coffee cultures.
On the other hand, we sincerely hope you'll also experience the true taste and the best cup of Brazil, refined over generations!
For me, having grown up in Brazil, and for Brazilian coffee farmers and roasters, coffee is not just a drink or a business. It's a symbol of love that was always there when I gathered around the table with family and friends in my childhood. It embodies the passion of farmers who touched the soil, read the weather, and poured their hearts into every single bean on the farms in the South of Minas Gerais (Sul de Minas). That ultimate cup is a unique creation that only farmers and roasters deeply connected to the origin can achieve.
A coffee roasted in a perfect environment will transport you to the dazzling Brazilian mountains with every sip. Why not try a cup imbued with the soul of Brazil, a little different from your usual?
Obrigado!