Below you will find a list of questions and answers that we hope will help you understand how and why we started roasting coffee in Norikura Kogen.
Why Norikura?
Norikura Kogen, located in Nagano Prefecture, is a beautiful highland (elv. 1300~1500m) set at the base of Mount Norikura (3,026m) within the southern region of the Chubusangaku National Park. This region of the National Park is considered to be the birthplace of the Japanese Alps. It is an alpine wonderland full of adventure. Although both Seth and I were born and raised in America we have had the unique opportunity of living here with our 5 children since 2008.
The longer we’ve lived here the more we have come to appreciate the simplicity of alpine living. It has taught us to slow down, enjoy each season, and to harmonize with the environment.
The word “Norikura” in Japanese means (horse) riding saddle. In US history, a riding saddle was a very important tool used by pioneers who set off to start new lives in the West.
For us, the word Norikura and it’s meaning in Japanese remind us that we are all pioneers in some way.
Why Pioneer?
pioneer noun
pi·o·neer | ˌpī-ə-ˈnir
: a person or group that originates or helps open up a new line of thought or activity or a new method or technical development.
We chose the name Norikura Pioneer Roasters with the hope that it would encourage others to step out and help pioneer a more sustainable lifestyle in and for this beautiful mountain community and beyond.
We know that coffee can’t save our village, but historically coffee has been known to stimulate dialog and new ideas.
Coffee was a staple drink for the US pioneers who went west with dreams of fresh starts.
Why Coffee?
We didn’t start with coffee because we are coffee experts.
The truth is that it started with a few questions that had nothing to do with coffee.
- Could we create more jobs that served local needs?
- Could we produce something locally that locals already use?
- How could we stimulate dialog within our community?
- How could we help another community in need?
When we considered these questions, coffee roasting seemed like a good place to start.
Why Community?
Although it is common today in Japan for small rural communities like ours to die out, it is our hope to see this community thrive again. We believe that encouraging dialog within our village will play a core roll in facilitating a more sustainable community.
We believe local production / local consumption is one simple way to help our community become more socially, ecologically, and economically sustainable.
Why Glass Packaging?
We chose to package and deliver our coffee in high-quality Japanese glassware called Cellarmate by SEISHO. Glass is beautiful, easy to clean, and highlights the product well.
Why Roast To Order?
Green coffee (beans before roasting) is very stable and can stay fresh for a long time when stored properly. Roasted coffee, on the other hand, is perishable and should be enjoyed soon after roasting.
We roast every week so we can offer our community great coffee that is easy to get.
The longer we’ve lived here the more we have come to appreciate the simplicity of alpine living. It has taught us to slow down, enjoy each season, and to work with the environment not against it.