Coffee makers jolt the market with eco-friendly java

The Asahi Shimbun

Having served up gourmet beans, flavored coffee and fancy espresso, coffee companies are now looking to hook the public on "environmentally conscious'' cups of joe.

Certified by international nongovernmental organizations, the so-called earth-friendly and "socially responsible'' beans are grown according to rigorous environmental and social standards.

Though they cost 10 to 20 percent more than conventional beans, coffee producers stress the traceability factor.

Knowing exactly where their beans come from and how they were grown will, the companies hope, give consumers a guilt-free jolt.

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