Why ULT? Why Osaka? What are you doing in Japan Boram?
Funny enough these are some of the most common questions people ask me when they hear about ULT. Obviously not funny for whoever is asking but for me it almost felt like a natural move. It’s funny how things end up working in life and the opportunity it brings as long as we are open for it. Interesting enough, the first city I ever visited in Japan was Osaka, through Taka, at the time visiting some customers for Fazenda Um in the area. Taka is originally from Osaka, and for me he was always the most latino Japanese guy I ever met. So when I first stepped into Osaka, and spent a few days around here, it was definitely a completely different conception of what I thought Japan would be. People a first and foremost, funny, lively and warm. Of course Japanese hospitality is always something noteworthy around the world, but Osaka actually felt like I was in the “Brazil” of Japan. This connection to the city and its people are definitely some of the biggest impressions I had when visiting for the first time. So if there was anywhere in Japan I would want to start something, would be here in Osaka, where I feel “home” away from home. This city is big enough to feel like you are in a big city, while also being quiet enough to find refuge. Also in my opinion one of the most noteworthy and up coming coffee scenes of Japan, with local brands bringing a new hype to the city with coffee culture. What’s there not to love about that? Joining the coffee community here was warm and welcoming, I have to say it is incredible to be here.
On a business standpoint, Osaka is a port city, near Kobe also another port city. Logistically it made a lot of financial sense for us to be here. From the beginning we wanted to be a global brand, quickly. So shipping has to be fast and easy. Being close to Taka’s headquarters makes our lives easier in terms of green beans and we can access the world from here. Which brings us to the next question, why Japan?
Japan is definitely one of the most advanced coffee cultures in the world, breeding ground for innovation and culture. Who doesn’t dream of being close amongst the best in the world? Here is the spot where we can see first hand the innovations in market coming in quick, but also this is the magnifying glass for the world. People come here to see trends, get inspired and spread the word to the globe. I am honored and humbled every time I come here, to see the absolute best in everything that is done. This is the place where I can see everything but also be seen.
And finally why ULT?
Our industry, segmented enough as it is today, is always looking for the absolute best. That is probably one of the biggest questions shared amongst coffee professionals and lovers alike. What it the best coffee? What is your favorite coffee? This is all of course due to the young age of our industry, we all struggle equally to define what is the best. Naturally everything becomes muddled, and it is very hard to define what is best. I think this is where personal professional taste and our own interpretation comes in. Not to really define what is the best in the industry or the world, but to showcase what our personal preference is defined at. ULT is short for ultimate, it is a strong word, but it is also for me a way to define what the ultimate coffee experience is. Ultimate coffee experience is essentially one thing. The representation and pursuit of origin, producer, and professionals alike involved in making that cup of coffee. For me it always represents me as a professional, being involved in every single step of the coffee industry. From production to roasting to brewing. The ultimate experience is the pursuit of all these things together, to bring that coffee experience to the customer. As long as that can be translated into the cup for the customer, either in shop or at home, I think I am satisfied.
Hope you guys enjoy these series, as we try to share our stories and a little bit of what we are here at ULT coffee.
Let us know if there is any feedback or questions or curiosities you want to know more about us! I will try my best to write what I can!
Big hugs and happy holidays.
