Nurtured in Minas Gerais
Our founder, João, was born and raised in Minas Gerais, Brazil, the world's largest coffee-producing region. Growing up surrounded by the aroma of freshly brewed coffee, he spent his childhood sharing warm cups with family and friends. On the motorcycle trips around Minas with his mother, the coffee farms along the way always mesmerized him. In high school, studying the history of Brazil, he learned how deeply coffee was engrained in his culture. He learned that the infrastructure of his home state was create and developed for coffee by coffee.
Minas Gerais in a cup
After moving to Japan, João realized that the "authentic Brazilian coffee" loved by people in his hometown was still largely unknown in Japan. "I want everyone in Japan to experience that deep, rich flavor." Returning from a trip to Brazil, João brought roasted coffee back to Japan. In the following mornings, every freshly brewed cup transported him back to his hometown. The aroma that filled the room took him back to the weekends at his grandmother's. The deep rich flavor took him back to the mornings at the table with family before school. It was truly a profound experience. With every cup, João was in Brazil again for a few minutes. After that, he decided he had to share that experience with everyone in Japan.
I was born and raised in Belo Horizonte, Brazil, a city nestled among the mountains and valleys of Minas Gerais. From birth, I was surrounded by the aroma of coffee, and freshly brewed local coffee was always on the table at every meal shared amongst family and friends.
A cup first thing in the morning, followed by a "cafezinho" (a small coffee) after lunch, and another one in the evening—that is essential part of the rhythm of Brazilian daily life. In my home, whether to relatives, neighbors, guests, or even repairmen, we always offer, "would you like some coffee?"
Serving the finest cup is a point of pride and good manners among the people of Minas. The true flavor is not merely a combination of ingredients. The flavor also comes from the love and care poured into each cup, and from the experience of sharing what feels like a "warm hug."
It would be my absolute pleasure to share and enjoy with everyone in Japan the Brazilian coffee culture I love so dearly.
Learning & Selecting
Photo: At Carmo Coffees, a producer and exporter in southern Minas Gerais, with other producers of the region.
bom dia sources its beans exclusively from farms that João has personally visited. During the harvest season, he travels to Brazil to learn and taste alongside the farmers and participate in local coffee events bringing together producers and roasters. Only after personally learning about the year's crop, selecting processing methods and flavor profiles, do we transport the beans to Japan by air.
Authentic Flavor, High Quality
Our mission is to bring the experience of high-quality specialty coffee, carefully cultivated by farmers in Minas Gerais to Japan.
Direct Trade with
Small and Medium-Sized Farms
We trade directly with small and medium-sized producers that hold high quality standards and that are yet to enter the Japanese market.
Supporting Sustainability
Our partners practice environmentally conscious cultivation and are committed to leaving fertile land for the next generation.