Brewing Change: How Warm Hearts Coffee Club Supports Malawi's Communities
- Emma Launder
- 3月4日
- 読了時間: 8分
Creating a Better Future in the Warm Heart of Africa, One Cup of Coffee at a Time
Ever wanted to drink a cup of coffee and help change the world? Well, the coffee from Warm Hearts Coffee Club is just the roast you’ll need. Warm Hearts is a non-profit coffee company based in Japan that sells coffee and tea grown in Malawi, also known as the “Warm Heart of Africa”.
Warm Hearts partners with NPO Seibo Japan to inspire a culture of giving by providing only organic and fair-trade coffee directly from Malawi. Buying coffee from Warm Hearts ensures all proceeds go back to the communities where it was grown. This circular system helps coffee lovers learn about where their coffee comes from, supports farmers in the process, and nurtures young Malawians—all through freshly brewed coffee.
For this blog, we spoke with Makoto Yamada, the manager of NPO Seibo Japan and Warm Hearts Coffee, to learn more about the story behind this unique coffee brand and what goes on behind the scenes in creating a viable charity and business.
Introducing Makoto Yamada, Director of Seibo Japan and Warm Hearts Coffee Club
With a background in English literature and theology, Makoto felt his life’s trajectory would change significantly after meeting Tony Smith, the founder of the telecommunications company Mobell. Tony invited Makoto to visit Malawi, and once Makoto traveled there, he was surprised by the generosity and ingenuity of the local people. Driven by Mobell’s philosophy, “Not Only Travel the World, but Change the World!” Makoto began working as a sales representative at Mobell and learned more about how the business is connected with Seibo Japan’s charitable mission.
Now, as the director of Seibo Japan, one of Mobell’s partner charities, and Warm Hearts Coffee Club, Makoto focuses on spreading the word about their initiatives while raising funds for school meals in Malawi. He recognizes that every cup of coffee is an opportunity to tell Malawi’s story, and he hopes to share more inspiring stories from local communities there.
Why coffee?
More than a billion cups of coffee are consumed in the world every day (Rodgers, 2025), and an estimated three in four Japanese coffee drinkers sip on the popular beverage at least once a day (Statista, 2024). Given that so many people drink coffee daily, Makoto and the Seibo Japan team pondered - what if that simple habit also supported Fairtrade, environmental sustainability, and the future of children in Malawi?
He reasoned that the more people enjoy Malawi coffee, the more they’ll develop an interest in its people and natural environment. Through a partnership with Ataka Trading Co., Ltd. in Tokyo, which specializes in importing green coffee beans, Seibo Japan could connect Malawi’s coffee producers directly to the Japanese market. And with that, Makoto began Warm Hearts Coffee Club in April of 2018.
Malawi’s climate for coffee
Malawi has a subtropical climate that’s perfect for growing coffee and is home to some of the oldest tea bushes in Africa. Coffee trees are often grown in areas of high altitude, such as the mountains of the Northern Region, with elevations starting from 1,000 meters above sea level. Warm Hearts’ Medium Dark roast coffee is grown at an altitude of 2,000 meters in the natural environment of Northern Malawi.
Along with the climate, the people of Malawi are also very warm. However, the country faces significant challenges. It's considered to be one of the world’s poorest nations, with nearly 45% of its citizens under the age of 15, and 37% of children experiencing stunted growth (low height for their age, a sign of chronic undernutrition) (pg. 161, 2015-16 Malawi Demographic & Health Survey).
With the African rhino as a motif, the Warm Hearts Coffee Club aims to create a community of coffee and tea lovers with a “Warm Heart” – those who care for our planet, how their coffee is grown, and who want to connect more with the coffee farmers themselves.
What’s special about Malawian Coffee?
Malawi has a more recent history of growing coffee, compared to its neighbors, and is known for its quality. Coffee was first introduced to British-held Malawi by missionaries during the 1880s (Sucafina: Malawi, n.d.). Common Arabica Varieties of Malawi include Agaro, Geisha, Catimor, Mundo Novo, and Caturra, and the coffee itself is smooth and full-bodied. Warm Hearts Malawi coffee not only acts as a high-quality product in its own right but also helps to tell the story of this beautiful country and its people.
Coffee and tea by Warm Hearts
Warm Hearts sells coffee beans as well as ground coffee in single-pack drip bags. In the taster set, you can try both medium and dark roasts from quality AA-ranked Malawi coffee beans. Characteristics include a fruity aroma and a refreshing taste. The Medium Roast is ideal for a hot brew, while the Malawi Coffee Dark Roast is finely ground and perfect for a cold brew iced coffee. It also works for anyone seeking a stronger, richer-tasting hot cup of coffee.
There’s also specific smallholder coffee, including Arabica Coffee from Malawi’s Misuku Hills, which has stand-out flavor notes of butterscotch, vanilla, and brown sugar. Once orders are made, the coffee is freshly roasted and packed by Live Coffee Co., Ltd in Tokyo, and there is no added cost for delivery in Japan.
Warm Hearts’ impact on communities in Malawi
Proceeds from coffee sales go to Seibo Japan’s charity work: providing school meals for children in Malawi. What does this look like? It costs 1,000 yen to purchase one bag of Warm Hearts coffee. Since it costs 15 yen for one meal in Malawi, every purchase of a bag of coffee helps to feed 65 people in Malawi. For example, if you purchase a 2,000 yen Malawian coffee drip pack, a donation of 2,000 yen will be made on your behalf to provide school meals- approximately 130 meals- for children in Malawi.
While primary education in Malawi is free, around 70% of households rely on agriculture, leading many children to help their families instead of attending school. School meal programs provide an essential incentive for children to attend class, helping shift these priorities.
In addition, Warm Hearts Coffee Club not only operates on sales but also has the support of several corporate donors, including Mobell Communications Ltd, which covers operations costs. Collaborating with businesses enables Warm Hearts to drive and sustain change as an NPO.
Purchasing Warm Hearts products has a direct impact on communities, and it's as simple as making a conscious decision about your morning brew. You can make a difference by enjoying your cup of coffee!
What do people on the ground have to say?
Warm Hearts Coffee not only has a positive impact on children but also positively impacts workers on the ground who are involved in growing the coffee as part of a Fair Trade Certified supply chain.
During a trip to Malawi, Makoto Yamada interviewed a number of workers to hear about their experiences. One worker describes the reason for his farming work as supporting his family, and he knows he can securely receive his payment two weeks after providing the tea leaves during the picking season. Another worker who helps with the maintenance of the tea machine says that one of his great pleasures comes from contributing to youth in need.
Interviewed by Makoto, the area supervisor who helps to arrange tea tasting described the motivation for his job as creating an environment that takes care of its workers. An engineer working on machine maintenance said that he enjoys providing tea for those to taste at the center nearby.
What are the environmental efforts in coffee production?
Seibo and Warm Hearts partner with Japanese companies to minimize the use of plastic in coffee packaging. Partnering with local government initiatives like Shinjuku Eco Club, they also host workshops using recycled coffee grounds to raise environmental awareness among children. As a result of their efforts, Warm Hearts has been awarded the Eco-One Grand Prix sponsored by Shinjuku Ward.
Additionally, by collaborating with university sustainability programs, Seibo and Warm Hearts highlight how the journey of Malawi coffee—from production to sales—ultimately circles back to support the children in its country of origin.
How Japanese schools are getting involved
Schools in Japan are getting involved by helping to sell coffee as a social impact product and spreading the word about it. Makoto believes that it’s important that students are actively involved in the sales of the coffee so that they can learn the background story of Malawi, how the coffee is grown and farmed, and bring a new perspective and consciousness to drinking coffee, which can often go unnoticed. In partnership with Ataka Trading Co., Ltd., Warm Hearts also integrates Fair Trade principles into educational programs.
To truly understand the impact of the SDGs, it’s best to experience these realities firsthand. This is why Seibo encourages trips to Malawi, allowing participants to gain perspectives not available in Japan. By collaborating with local staff and Japanese teachers stationed in Malawi, Seibo aims to strengthen connections with ecotourism and local environmental issues.
Video credit: Warm Hearts Coffee Club
A culture of giving: Seibo Japan and Warm Hearts
In 2018, Seibo Japan staff visited Malawi to review its Fair Trade coffee production and natural farming methods. They documented these processes and shared them across Japanese schools—from kindergartens to universities—spreading awareness of Malawi’s coffee industry while incorporating it into educational programs. Since coffee sales directly fund school meal programs, Warm Hearts also supports SDG goals such as “No Poverty” and “Quality Education for All”.
Beyond the beverage: How to support Warm Hearts
Companies and organizations can incorporate Warm Hearts Coffee into their SDG or CSR initiatives. So, the next time you are planning to prepare a branded gift, you can collaborate with Warm Hearts to create your very own coffee packs. For example, Sophia University previously created a 100th-anniversary logo mark for their coffee packs in collaboration with Warm Hearts.
If you’re a fan of Warm Hearts Coffee, you can also order coffee as a subscription from 2,200 yen per month, allowing you to sustain your coffee drinking along with your impact.
A message from Warm Hearts Coffee Club and Makoto Yamada
“Coffee is more than just a drink—it’s a lifeline for Malawi’s future. We hope that, through coffee, you’ll become more aware of Malawi’s realities, deepen your interest in sustainability, and maybe even consider visiting the country one day.”
Ultimately, Seibo Japan and Warm Hearts Coffee Club envisions a world where coffee lovers and supporters can visit Malawi, and can develop cross-cultural connections and new perspectives. Each cup of Malawi coffee holds the potential to warm a heart, support young children, and influence communities. So the next time you’re looking for a brew, consider purchasing from Warm Hearts Coffee Club.
See their links for more:
Sources:
Rodgers, E. (2025, February 25). Coffee Statistics: Consumption, Preferences, & Spending. Drive Research. https://www.driveresearch.com/market-research-company-blog/coffee-survey/
Statista. (2024, May 30). Coffee consumption frequency in Japan 2023. https://www.statista.com/statistics/1175530/japan-coffee-consumption-frequency/#:~:text=Around%20three%20in%20four%20Japanese,two%20cups%20of%20coffee%20daily.
Sucafina: Malawi. (n.d.). https://sucafina.com/na/origins/malawi#:~:text=History%20of%20Coffee,quite%20took%20off%20in%20Malawi.
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