OKINO Coffee roaster

Talking about Organic coffee, here is the leading person having been working with organically grown coffee beans for over 30yrs.  
Mr. Hiroshi Okino, the founder/owner of OKINO Coffee, triggered to push "organically-grown coffee" in the wold coffee market.  It was very natural for him to come down to "organically-grown" in quest of delicious coffee.  "To be honest, it does not matter whether or not the beans are grown organically" said Mr. Okino.

To prevent misunderstanding, every single movement he makes is based on firm belief of "continuity": continuity in farm, continuity in human health, continuity in environment, continuity in economic activity, continuity in social activity and so on...
It is natural for him to consider farmers' future.  It is natural for him to trade the beans with "de jure" value.  "Fair Trade" wraps up truth sometimes and so does "Organic".  Mr. Okino made great contribution to establish/to expand Japanese organic standard, Organic JAS, but his interest is not there. 

 He is there to prove how beautiful and flavorful coffee is.  As a part of Mr. Okino's journey, Quality Assurance has been his theme from the beginning.  
He defined "Quality" as follows: "quality means sustainability in human health, nature, social activity, economic activity, farming..........".  Quality means continuity.  Quality means sustainability.   
If all of us focus on "sustainability" as our business/life activity  seriously, the way of our thinking may change dramatically to bring revolution of our lifestyle.

Nowadays, we find series of certification to assist "sustainability", Rain forest alliance, Fair Trade for example.  It is time for us to develop them more truthful and meaningful certifications to become "de facto" standard for our life.