KEY COFFEE held its annual factory-direct charity sale outside its head office, and all sets sold out. Each set was sold for ¥1,000, with the proceeds and donations to be given to the Japanese Red Cross Society and Plan International Japan.
The factory-direct charity sale, held outside the company's head office building, began in 2012 to support recovery from the Great East Japan Earthquake. The event aims to promote coffee culture and support disaster-affected areas.
Regular Coffee Charity Blend, shipped directly from the factory, was sold in sets of four 100-gram bags of ground coffee for ¥1,000 per set. A queue had formed before the venue opened, with prospective buyers gathering from about 30 minutes before sales began.
Customers were entitled to participate in a raffle for every ¥1,000 spent. Prizes included gift certificates and café vouchers. The venue also featured displays introducing the coffee production process and the 2050 issue.
The proceeds and donations, together with contributions from the KEY COFFEE Clé Rouge Fund, will be donated to the Japanese Red Cross Society and Plan International Japan to support disaster-affected areas in Japan and overseas, as well as children in impoverished areas of Guatemala.
Local residents said they had been looking forward to the event, and a comment indicated that the organizers aimed to offer good value even as prices continued to rise.