[Modern Artisan] Interview with Tomomichi Morifuji of RED POISON COFFEE ROASTERS
RED POISON COFFEE ROASTERS is a roastery run by Tomomichi Morifuji who was fascinated by the charm of coffee and made the switch from jewelry designer to roaster.
The striking name "RED POISON" refers to the clear, fruity, red, sweet, addictive coffee that Morifuji is pursuing. Coffee enthusiasts from all over Japan flock to the shop in search of that exquisite cup of coffee.
What is good coffee? The beginning of the quest
Morifuji , who had a strong passion for craftsmanship since he was a child, Manabu metalwork at the design department of the University of Fine Arts Manabu , which is known as jewelry design.
"When we say manufacturing, it can mean anything from huge structures made by a team to small objects that fit in the hand, but I wanted to do everything myself."
After graduating, she gained a job as a jewelry designer and gained over a decade of experience before going independent to launch her own brand. One day, she had a shocking encounter with the world of specialty coffee.
"I've always liked coffee, and one time I went to a cupping event. Of the coffees we tasted, we were asked to 'raise your hand for the coffee you thought was the most delicious,' and everyone raised their hand for the one I thought was the least delicious. The coffee I thought was the cheapest, most commercial coffee, while the others nominated a lightly roasted specialty coffee made from Kenyan beans."
Morifuji , who experienced a culture shock, wanted to be able to understand the taste of coffee himself, so he obtained the qualification of "Q Arabica Grader." This is the only international coffee appraiser's qualification that allows him to perform a sensory evaluation of coffee according to the standards set by the Coffee Quality Institute (CQI).
"Whatever I do, I'm often first hooked after being shocked by it. I have a personality that makes me want to understand more."
At first, he tried roasting coffee with a charcoal grill and a hand net out of curiosity, but he wasn't satisfied with the taste. At one point, he realized that he needed a commercial roaster to create a proper taste, so he decided to buy one. He didn't intend to open a coffee shop, but rather bought it to study roasting.
However, as he continued to study roasting, he was unable to distribute the coffee he was roasting to his family alone. So he started selling coffee online under the name "MORIFUJI COFFEE." At the time, he had not yet thought about roasting as a career.
"When we say manufacturing, it can mean anything from huge structures made by a team to small objects that fit in the hand, but I wanted to do everything myself."
After graduating, she gained a job as a jewelry designer and gained over a decade of experience before going independent to launch her own brand. One day, she had a shocking encounter with the world of specialty coffee.
"I've always liked coffee, and one time I went to a cupping event. Of the coffees we tasted, we were asked to 'raise your hand for the coffee you thought was the most delicious,' and everyone raised their hand for the one I thought was the least delicious. The coffee I thought was the cheapest, most commercial coffee, while the others nominated a lightly roasted specialty coffee made from Kenyan beans."
Morifuji , who experienced a culture shock, wanted to be able to understand the taste of coffee himself, so he obtained the qualification of "Q Arabica Grader." This is the only international coffee appraiser's qualification that allows him to perform a sensory evaluation of coffee according to the standards set by the Coffee Quality Institute (CQI).
"Whatever I do, I'm often first hooked after being shocked by it. I have a personality that makes me want to understand more."
At first, he tried roasting coffee with a charcoal grill and a hand net out of curiosity, but he wasn't satisfied with the taste. At one point, he realized that he needed a commercial roaster to create a proper taste, so he decided to buy one. He didn't intend to open a coffee shop, but rather bought it to study roasting.
However, as he continued to study roasting, he was unable to distribute the coffee he was roasting to his family alone. So he started selling coffee online under the name "MORIFUJI COFFEE." At the time, he had not yet thought about roasting as a career.
Designed the original roasting machine "SOLID"
When I started selling online, third wave coffee shops had just arrived in Japan and light roasts were becoming popular. However, at the time, light roasting techniques had not yet become widespread, and most coffees were just sour and unappetizing. This made me even more determined to find delicious coffee.
"The main reason I wanted to make my own original roaster was because I wanted to be able to create flavors that went beyond the capabilities of existing roasters."
From there, he set out to create his ideal roasting machine, "SOLID," which is packed with all of his particular preferences. He even designed and engineered it himself.
"I've always liked customizing cars and motorcycles, and roasters are an extension of that. There are all kinds of theories in the world of roasting, and if someone tells me that a Probat roasts coffee to perfection, I want to know exactly why, and if someone tells me that a higher heat retention is better, I naturally want to test it out."
To test the heat storage capacity, they spent about 200,000 yen to create an original cylinder, but "I realized it didn't work after the first roast (laughs)." They also repeatedly tested the differences in the types of roaster, such as direct flame, semi-hot air, and hot air. It took three years to complete the original roaster "SOLID."
"The main reason I wanted to make my own original roaster was because I wanted to be able to create flavors that went beyond the capabilities of existing roasters."
From there, he set out to create his ideal roasting machine, "SOLID," which is packed with all of his particular preferences. He even designed and engineered it himself.
"I've always liked customizing cars and motorcycles, and roasters are an extension of that. There are all kinds of theories in the world of roasting, and if someone tells me that a Probat roasts coffee to perfection, I want to know exactly why, and if someone tells me that a higher heat retention is better, I naturally want to test it out."
To test the heat storage capacity, they spent about 200,000 yen to create an original cylinder, but "I realized it didn't work after the first roast (laughs)." They also repeatedly tested the differences in the types of roaster, such as direct flame, semi-hot air, and hot air. It took three years to complete the original roaster "SOLID."
"Roasting whether awake or asleep"
Morifuji 's ideal coffee is quite simple: "Coffee that is not difficult to make and is delicious." To achieve this, the brewer sometimes has to think hard.
In a world where tastes are constantly evolving, his commitment to improving his roasting techniques remains unchanged. However, what really made him decide to pursue the path of roasting was learning about the history of a certain famous coffee shop chain.
"I went to a famous chain coffee shop in Japan and it really made me realize how perfect the coffee was, and how the taste was something that any Japanese person would be happy with, because it was the coffee roaster themselves. So I looked into the history of the shop and found out that the founder was a coffee roaster, and that he couldn't roast the coffee properly so he roasted all day, every day. I thought that this was similar to how I am now."
"If I try hard, someday..."
The basis for this thought was the original spirit of manufacturing.
In a world where tastes are constantly evolving, his commitment to improving his roasting techniques remains unchanged. However, what really made him decide to pursue the path of roasting was learning about the history of a certain famous coffee shop chain.
"I went to a famous chain coffee shop in Japan and it really made me realize how perfect the coffee was, and how the taste was something that any Japanese person would be happy with, because it was the coffee roaster themselves. So I looked into the history of the shop and found out that the founder was a coffee roaster, and that he couldn't roast the coffee properly so he roasted all day, every day. I thought that this was similar to how I am now."
"If I try hard, someday..."
The basis for this thought was the original spirit of manufacturing.
"I originally wanted to start a jewelry brand, but before I knew it, it had turned into coffee. But the idea is the same, just the items are different. I've just switched from wearing jewelry to drinking jewelry."
In search of the perfect cup of coffee
Although it has been about five years since he set up shop, Morifuji continues to devote his time to researching roasting techniques and creating the perfect cup of coffee.
"The times are changing faster and faster. We've had the coronavirus for the past few years, and we don't know how the world will be different in five or ten years. In the same way, to roast coffee that customers will always find delicious, we need to keep evolving the flavor, otherwise they'll get bored of it. Deliciousness becomes the norm, and even if you think it's perfect right now, if you drink it every day, it will go down."
When asked what they would do, they replied,
"I just aim to do better. I feel like I can only stay the same if I keep trying."
He is extremely stoic and never allows himself to be convinced that "this is good enough."
"Being a creator, I don't want to be self-satisfied. I've always felt since my days as a jewelry designer that there's no point in being happy about completing something on my own."
Even at this very moment, Morifuji and his companion "SOLID" are engaged in a passionate conversation in search of the perfect cup of coffee.
"The times are changing faster and faster. We've had the coronavirus for the past few years, and we don't know how the world will be different in five or ten years. In the same way, to roast coffee that customers will always find delicious, we need to keep evolving the flavor, otherwise they'll get bored of it. Deliciousness becomes the norm, and even if you think it's perfect right now, if you drink it every day, it will go down."
When asked what they would do, they replied,
"I just aim to do better. I feel like I can only stay the same if I keep trying."
He is extremely stoic and never allows himself to be convinced that "this is good enough."
"Being a creator, I don't want to be self-satisfied. I've always felt since my days as a jewelry designer that there's no point in being happy about completing something on my own."
Even at this very moment, Morifuji and his companion "SOLID" are engaged in a passionate conversation in search of the perfect cup of coffee.
On the journey to pursue that ideal, CROWD ROASTER will be accompanying them for a little while. Morifuji will be roasting beans that Red Poison Coffee Roasters doesn't normally handle, in his ideal way. Tasting such a cup of coffee will be a rare opportunity.
SHOP INFORMATION
RED POISON COFFEE ROASTERS
Address: 2-2-20 Sagaminono, Zama City, Kanagawa Prefecture
Business days: Irregular holidays, so please check the official website
https://red-poison.com/
