Hiro Coffee
since 1977

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Hiro Coffee Quality Declaration

Hiro Coffee Quality Declaration
- This is our Promise to You.-

1. Specialty Coffee
We positively purchace the highest quality coffee beans, which are called specialty coffee/premium coffee, of each country. We use specialty coffee for blended coffee as well as straight ones.
2. Freshness
The flavor and the body of coffee are grately influenced by its freshness. We roast coffee in the Inagawa roasting plant and deliver everyday to the other branches, and we ensure that we only keep selling coffee up to 9 days after roasting.
3. Traceability
We do our best for quality control from the plantations to the stores through werehouse management as much as we can.
4. Sustainability
We take part in activities for environmenntal consercvation around the producing areas and raising labor condition through a purchace of organic products or those for rainforest conservation.
What is Specialty Coffee?
Today, high quality coffee often called "premium coffee" or "specialty coffee", but it's generally taken as: "those coffees which are well sorted in green beans, fresh after roasting, correctly brewed, and the characteristic of each producing area is well expressed in a cup".
Premium means those green beans have some added values compared to such standard beans, which we consider is well evaluated in an export standard, as Columbia Supremo, Brazil No.2, Guatemara SHB, and Tanzania AA for example.
The definition of Specialty constructively changes every year. It derives from Erna Knutsen from Knutsen Coffee (USA) who used the term for the first time at the International Coffee Council in France in 1978. "Special geographic microclimates produce beans with unique flavor profiles". Having it as the starting point, a number of approaches has been challenged. According to Don Holly, administrative director of SCAA, "it is decided by the cup that is offered to a consumer".
Thus, "specialty"is a title which is given for only those coffees that were treated appropreately in every process. It is difficult to give a rigorous definition of it at present, but as for green beans, SCAJ (Specialty Coffee Association of Japan) suggests three rough points as below for the sake of convenience. If these requirements are met, the coffee has a big potential to be "specialty" and become tasty coffee, and the term is connected to the flavor as well.


There is a fascinating flavor in the prepared liquid coffee, and it is satisfying enough to be evaluated as a tasty coffee.
2 The deliciousness of coffee with wonderful flavor comes with: a prominent, impressive taste characteristic, a refreshing acidity, and the lasting flavor starts gradually fading out in sweetness.
3 So as to have a wonderful flavor in coffee liquid, it is dispensable to have a throughgoing quality improvement policy and quality management in a consistent system and process.
Still, another accumulation of tasting tests is required to find further values after the three requirements mentioned above are met.
About Sustainability
Good Inside
Utz Kapeh (means "good coffee" in Mayah language) stands for sustainable farming and better opportunities for farmers, their families and our planet. The UTZ program enables farmers to learn better farming methods, improve working conditions and take better care of their children and the environment.
Rainforest Alliance
The Rainforest Alliance works to conserve biodiversity and ensure sustainable livelihoods by transforming land-use practices, business practices and consumer behavior. It pursues safety and security with definite traceability.
Bird Friendly
In the time that it takes you to drink your next cup of coffee, acres of tropical forest will be lost. Along with it will go the birds and other wildlife that depend on it. Shade-grown organic coffee plantations play a key role in the conservation of our global environment and of migratory birds that find sanctuary in their forest-like environments.The Smithsonian Migratory Bird Center encourages the production of shade-grown coffee, and the conservation of migratory birds, through its "Bird Friendly®" seal of approval.
JONA (Japan Organic & Natural Foods Association)
JONA is an organic certification which certifies only foods that are produced with using natural compost following global standard, without involving modern synthetic pestisides and chemical fertilizers for environmental conservation and raising soil productivity. The food needs to complete each requirement throughout all the processes from cultivation to distribution.
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