Lawson] Ethiopia Sidama's Single Origin Coffee on Sale! Donate 10 yen per cup and donate books to children in Ethiopia

LAWSON, INC. (Headquarters: Shinagawa-ku, Tokyo; President: Sadanobu Takemasu; hereinafter "Lawson") will start selling hot coffee and latte at 300 yen (including tax) per cup and 350 yen (including tax) per cup, respectively, of the single origin Ethiopian Sidama coffee from March 11, 2025 (Tuesday), The coffee will be available at 41 MACHI cafe+ outlets, mainly in the Kanto region, but also in Niigata Prefecture and Hokkaido, from March 11, 2025. The new coffee is a high quality coffee with a robust sweetness and fruity flavor reminiscent of red wine.

In addition, 10 yen per cup will be donated to the Ardent Children Center, an orphanage run by Ethiopian producers. Through the donation of books, we will contribute to the education of the children who are the future of Ethiopia.

MACHI Cafe+ website: https://www.lawson.co.jp/lab/tsuushin/art/1467026_4659.html

Ethiopia Sidama

What is Ethiopian Sidama?

The Ethiopian Sidama coffee served at MACHI cafe+ was produced by Ardent Coffee Export.

The CEO of Ardent Coffee Export, Mr. Ashenafi Argaw, is a production and refining professional who produces high quality coffee that is used in barista competitions around the world. He has established coffee cherry (coffee fruit) collection centers in various regions of Ethiopia, and trains and supports small producers. Through a careful harvesting and refining process, the high quality cherries grown at altitudes of over 2,000 meters above sea level are transformed into high quality coffee that attracts the attention of the world.

Careful harvesting and refining process

When drunk black, the coffee has a fresh citrus taste when hot and a fruity, cherry-like taste as it cools down. It is a wonderful cup with a pleasant sweetness and acidity that can be enjoyed throughout. When made into a latte with milk, the sweetness is enhanced and the taste is reminiscent of caramel or royal milk tea.

Ashenafi Argaw, CEO, Ardent Coffee Export

Education for the children of Ethiopia's future

The situation in Ethiopia, where this wonderful coffee is produced, is harsh and the country is poor and in a constant state of conflict. There are many orphans who have lost parents or relatives due to the conflict. Mr. Asinafi aims to make Ethiopia a more prosperous and safer country through coffee.

Ardent Children Center

As part of his efforts, he has established and operates the "Ardent Children Center" where orphaned children can live together. Currently, there are two Ardent Children Centers with a total of approximately 80 children between the ages of 5 and 15 years old. In Ethiopia, children can receive compulsory education, but there is no support for how to make a living afterwards. Based on Mr. Asinafi's belief that education is essential for children to become economically independent in the future, a library has been set up at the Ardent Children Center, but there is still no collection of books.

Children are the future of Ethiopia

Lawson decided to donate 10 yen per cup of "Single Origin Ethiopian Sidama" and donate books for the library at the Children Center.

The donation will be sent to Ardent Coffee Export, which will purchase the books locally and give them to the children.

Product to be donated: "Single Origin Ethiopia Sidama

　　　　　　　Two types of "Single Origin Ethiopian Sidama Latte

Period of donation: March 11, 2025 (Tuesday) to the date of sale

Donation amount: 10 yen will be donated per cup.

Outline of the products

Product name: Single origin Ethiopian Sidama

Release Date ：March 11, 2025 (Tuesday)

Price ： 300 yen (tax included)

Product Description ： Single origin coffee made from 100% Ethiopian Sidama.

　　　　　High quality coffee that has undergone a careful refining process at Ardent Coffee Export.

　　　　　The first taste is fresh and citrusy,

　　　　　As it cools down, you can enjoy its cherry-like fruity taste.

　　　　　It is characterized by its gorgeous, mellow aroma and fruity flavor.

　　　　　(Only served hot).

Single Origin Ethiopian Sidama

Product name: Single origin Ethiopian Sidama Latte

Release Date ：March 11, 2025 (Tuesday)

Price ： 350 yen (tax included)

Product features : A luxurious latte made with 100% Ethiopian Sidama.

　　　　　Reminiscent of caramel and royal milk tea,

　　　　　You can enjoy the sweet and harmonious taste of milk, reminiscent of caramel or royal milk tea.

　　　　　The milk used is 100% raw milk.

　　　　　(Only served hot).

Single Origin Ethiopian Sidama Latte

Comments from the product development staff

　Toshiki Masaki, Daily FF Department, Merchandise Division, LAWSON

After tasting the coffee, we immediately decided to sell it. Not only is it rich in the fruity flavor typical of Ethiopian coffee, but it also has a beautiful taste with little clutter. In addition to this excellent quality, we were impressed by the attitude of the producer, Mr. Asinafi. He has established an orphanage at his own expense, with a strong will to educate children instead of working for them. This time, a donation of 10 yen per cup of coffee will be used to donate books and contribute to creating an environment where children, who will be responsible for the future, can learn.

■What is "MACHI Cafe+"?

From September 2022, LAWSON will launch the "MACHI cafe+," which will utilize the store's kitchen space to handcraft and serve each cup of coffee after receiving an order. The "MACHI cafe+" service of "handmade each and every cup" was started in response to a request from a store crew member (part-timer) who wanted to "have more conversations with customers. Through this service, we aim to activate communication between crew members and customers, and build a relationship where customers feel "I came to see you" and "I want to buy from you.

In introducing the service, the customer service skills of the crew members working in the stores and the human resource development system are also important criteria. Among "fantasistas" who are certified within the company according to the knowledge and skills of their crew members, we certify particularly outstanding staff as "grand fantasistas(*)". This certification system encourages self-improvement among staff members, and also improves their motivation.

Since many customers visit LAWSON every day, we try to provide fresh discoveries no matter when they visit our stores. We always have a lineup of 6 to 10 types of both regular and seasonal products, including smoothies made with fresh bananas and specialty coffees.

*Lawson established the "Fantasista System" in 2012 to recognize staff with excellent coffee-related knowledge and customer service skills to improve customer service and store operations. Currently, in addition to the MACHI cafe, more than 20,000 crew members have been certified in the four categories of "customer service," "Machikado Kitchen," and "fast food. The "Grand Fantasista" is the top-ranked crew member selected from among the "Fantasistas.

MACHI cafe+ coffee and smoothies

Appearance

Serving customers with a smile