Lawson] Supporting Coffee Bean Producers! Tomorrow's Cup of Coffee Project 10 yen per cup of "Geisha Blend" donated to farmers Donation of 10 yen per cup of "Geisha Blend" to farm workers

Lawson, Inc. (Headquarters: Shinagawa-ku, Tokyo) will start selling hot coffee (300 yen including tax) and latte coffee (350 yen including tax) from November 18, 2025 (Tuesday) at its 50 MACHI cafe+ stores nationwide, using "Geisha Blend" coffee beans of high quality from El Salvador. ) made with high-quality coffee beans from El Salvador will be available from Tuesday, March 18. Under the "Aida Battle Selection" program, which was established to ensure that high-quality coffee beans from small farms are traded at a fair price, the highest quality "Geisha" and "Orange Bourbon" Arabicas grown at the Batea Estate, a small farm in El Salvador, Central and South America, are used. You will enjoy the harmony of gorgeous flavors, soft acidity and sweetness.

Machicafe Plus supports the "One Cup for Tomorrow" project, which is a project to support producers. For every cup of Geisha Blend sold, 10 yen will be donated to the people working on the farms. The goal of this project is to support the ongoing production activities of local farms affected by inflation and to protect the future of good coffee.

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

Aida Battle Selection Geisha Blend

Our work with "AIDA BATTLE SELECTION

The coffee beans used for the "Geisha Blend" are from the "Aida Battle Selection," which was established for the purpose of trading quality coffee at a fair price.

We resonate with the philosophy of the program, and have adopted coffee beans from this selection since 2023. We have been promoting the creation of a system in which producers and consumers can share value together.

Coffee plantation in El Salvador

<Mr. Aida's comments

I started the "Aida Battle Selection" program in 2009 with the aim of ensuring that quality coffee grown by coffee producers is traded at a more reasonable price.

Our efforts with the Lawson people have been a great source of emotional support for our producers.

Mr. Aida.

■About the "A Cup of Tomorrow Project

In El Salvador, the business environment for producers is becoming increasingly severe as the cost of coffee bean production has skyrocketed due to prolonged inflation and climate change.

Against this backdrop, Lawson launched the "Cup of Tomorrow Project" in 2023 with the aim of supporting coffee producers, with the hope of "connecting good coffee to the future.

For this project, Lawson will donate 10 yen per cup from the sale of "Geisha Blend" and present a special dinner to the farmers and their families.

Every cup of Geisha Blend that customers enjoy will be a "cup of support" for the sustainable production activities in the region.

Period: From November 18 (Tuesday) to the date of sale

Donation amount: 10 yen per cup

Donation use: Aida will present a special dinner to the workers and their families at the local farms,

　　　　　　　We plan to have Aida present a special dinner to the local farm workers and their families.

　　　　　　　10 yen per cup will be donated to the local community by Lawson through MC Agrarian Alliance Inc.

　　　　　　　　Ltd. will donate 10 yen per cup to the local community through MC Agria Alliance, Inc.

LAWSON will continue to work with producers around the world to build bridges between production areas, stores, and customers by providing both "deliciousness" and "kindness" to customers.

■Product Outline

This is a blend of "Geisha" coffee, which is renowned as rare and high-end in the coffee market due to its low yield and difficulty of cultivation.

Product name: Geisha Blend Coffee, S size

Release date ：November 18, 2025 (Tuesday)

Price ： 300 yen (tax included)

Product features ：A blend of "Geisha" from "Batea Estate" in El Salvador and "Orange" from the same Batea Estate,

　　　　　A blend of "Geisha" from the Batea Estate in El Salvador and "Orange Bourbon" also from the Batea Estate.

　　　　　The aroma has a fluffy, jasmine-like flavor characteristic of Geisha,

　　　　　and a gorgeous citrus flavor. In addition, the blend of Orange Bourbon

　　　　　The blend also provides a soft tartness and sweetness.

　　　　　(Only served hot).

Geisha Blend Coffee

Product name : Geisha Blend Latte M size

Release Date ：November 18, 2025 (Tuesday)

Price ： 350 yen (tax included)

Characteristics: A blend of "Geisha" from the Batea Estate in El Salvador and "Orange Bourbon".

　　　　　A luxurious latte made with a blend of Geisha and Orange Bourbon from the Batea Estate in El Salvador.

　　　　　You can enjoy its caramel-like sweetness and gorgeous aroma.

　　　　　The milk is made from 100% raw milk for a full-bodied taste.

　　　　　(Only served hot).

Geisha Blend Latte

Displayed in the store

Is "handmade" going against the times? No, it is because of the times we live in! About MACHI Cafe+

From September 2022, LAWSON will launch "MACHI cafe+," a service that uses the store's kitchen space to serve each and every cup of coffee by hand after receiving the customer's order. The "MACHI cafe+" service, in which each cup of food is handmade, was initiated by a store crew member (part-timer) who said, "I would like to have more conversations with my 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 this service, the customer service skills and human resource development system of the crew members working in the stores are also important criteria. As part of our in-house certification system, we certify our crew members as "Leader Crew" and "Fantasista" according to their knowledge and skills. This certification system encourages staff self-improvement and 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, more than 20,000 crew members have been certified in the MACHI cafe as well as in four other fields: customer service, machikado kitchen, and fast food.

Drinks at MACHI cafe+ (example)

Appearance

Serving customers with a smile