Alter Trade Japan

What Alter Trade Japan does

Alter Trade Japan, Inc. (株式会社オルター・トレード・ジャパン, ATJ) is a privately held Tokyo-based fair trade importer and distributor that operates a "people's trade" (民衆交易) model connecting small-scale producer cooperatives in developing countries with Japanese consumers. The company was established in connection with its Philippine sister organization Alter Trade Corporation (ATC), founded in 1986 on Negros Island under the principle of "trade, not aid." ATJ's product portfolio comprises seven core categories: Balangon bananas and mascobado sugar from the Philippines, eco-shrimp from Indonesia, coffee from Laos, East Timor, Peru, and Mexico, Palestinian olive oil, Sel de Guérande sea salt from France, and Papua cacao from Indonesia. Each product is tied to a named local partner organization that manages sourcing, quality control, and producer relationships at origin.

The company's business model is built on long-term, direct purchasing relationships with producer cooperatives, supported by deep field-level engagement including regular producer exchange visits, field reports (ATJ Reports, Banana News, P to P News), and a dedicated photo and video library. Distribution in Japan flows primarily through consumer cooperative federations (Seikatsu Club Kanagawa, Saitama, Tokyo, Kansai, Ai Coop Miyagi), supplemented by direct-to-consumer e-commerce via the company's website and a wholesale channel for stores and resellers. Sister organization ATINA operates its own shrimp processing facility in Sidoarjo, East Java (constructed 2012-2013), and ATC operates the Fair Trade Plus retail store in Bacolod City, Philippines (opened 2015), giving the group some downstream production and retail integration.

Revenue is generated through product sales at undisclosed prices; the company does not publish financial figures. ATJ reports are not publicly traded, have no disclosed parent, and have not raised institutional funding. Operating indicators include 5,000+ producer relationships in the Philippines, ~3,000 tons of annual coffee sourcing, and active news and content publication through 2026, including a staff recruitment notice, indicating continuing operations rather than expansion-driven scaling.

Name

Alter Trade Japan

Legal name

株式会社オルター・トレード・ジャパン

Website

https://altertrade.jp

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Alter Trade Japan is a Tokyo-based fair trade importer that sources seven agricultural product categories (bananas, shrimp, coffee, sugar, olive oil, salt, cacao) directly from small-scale producer cooperatives across Asia, the Middle East, and France, distributing them primarily to Japanese consumer cooperatives and individual consumers through a 30+ year people-to-people trade model.

Ownership category

akta.pro rank

Product category

Fair Trade Agricultural Products Import and Distribution

NAICS

Grocery and Related Product Merchant Wholesalers (4244), Fresh Fruit and Vegetable Merchant Wholesalers (42448), Fish and Seafood Merchant Wholesalers (42446)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Import/Export & Cross-Border Food Commodity Trading (AFAIAKAL)

akta.pro secondary industries

Organic & Natural Foods Import/Export & Global Trading (AFAIAJAK), Coffee, Tea & Cocoa Trading/Wholesale (AFAIAKAD), Fair Trade & Ethical Supply Chains (Certification, Traceability, Producer Support) (BPAGALAL), Ethnic & International Foods Wholesale Distribution (CRAOAAAJ)

Keywords

• Fair trade import
• Organic bananas
• People's trade
• Agricultural distribution
• Consumer cooperative supply

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Fair trade import and distribution of agricultural products: Alter Trade Japan imports and distributes agricultural products sourced directly from small-scale producer cooperatives in developing countries. Products include bananas, shrimp, coffee, mascobado sugar, olive oil, salt, and cacao from the Philippines, Indonesia, Laos, East Timor, Peru, Mexico, Palestine, France, and Papua New Guinea. The company sells these products primarily to Japanese consumer cooperatives (生活クラブ) and individual consumers. Revenue is generated through product sales with no explicit pricing model disclosed.

Distribution channels4 records

Marketing channels6 records

Core offering

Alter Trade Japan imports and distributes fair trade agricultural products — Balangon bananas from the Philippines, Ecoshrimp from Indonesia, coffee from Laos/East Timor/Mexico/Peru, mascobado sugar from the Philippines, Palestinian olive oil, Guérande salt from France, and Papua cacao — directly sourced from small-scale producer cooperatives. The company sells these products primarily to Japanese consumer cooperatives and to individual consumers, applying a "people's trade" (民衆交易) model built on long-term producer relationships rather than conventional fair trade certification.

Product overview

Alter Trade Japan operates as a fair trade company conducting '民衆交易' (people-to-people trade), connecting small-scale producers in Asia with Japanese consumers. The company offers seven core agricultural products:バランゴンバナナ (Balangon Banana) from the Philippines, エコシュリンプ (Ecoshrimp) from Indonesia, コーヒー (Coffee) from Laos/East Timor/Mexico/Peru, マスコバド糖 (Mascobado Sugar) from the Philippines, パレスチナのオリーブオイル (Olive Oil from Palestine), ゲランドの塩 (Sel de Guérande) from France, and パプアのカカオ (Cacao from Papua) from Indonesia. Each product represents direct trade relationships that support producer independence, environmental conservation, and mutual support between producers and consumers.

Differentiator

Problem solved

Functional benefit

Products and services

• Balangon Banana (バランゴンバナナ) Organic bananas sourced from small-scale farmers in the Philippines, primarily Negros Island and Mindanao. Flagship product of ATJ's people-to-people trade initiative, protecting the lives, nature, and livelihoods of both producers and consumers. Sold through consumer cooperatives, direct sales, and wholesale channels.
• Ecoshrimp (エコシュリンプ) Black tiger shrimp from Indonesia cultivated using natural, extensive aquaculture methods without chemical inputs. Produced by sister organization Alter Trade Indonesia (ATINA) with a focus on sustainability and environmental protection. ATINA received the National Best Shrimp Processing Factory Award from the Indonesian Ministry of Marine Affairs and Fisheries in December 2014.
• Coffee (コーヒー) Coffee sourced from small-scale farmers across multiple countries including Laos, East Timor, Mexico, and Peru, with approximately 2,500 tons sourced annually. Connects coffee growers with Japanese consumers through fair trade producer cooperatives such as JCFC, KSI, and COCLA.
• Mascobado Sugar (マスコバド糖) Unrefined brown sugar produced by sugarcane farmers in the Philippines using traditional methods without chemical refining. Connects sugar producers with conscious consumers and is also used as an ingredient by Japanese artisan producers such as Mountain Ham Workshop Gobal.
• Palestinian Olive Oil (パレスチナのオリーブオイル) Extra virgin olive oil pressed from olives cultivated by Palestinian farmers in the West Bank. Sourced through UAWC and Al-Riseh Company (PARC's fair trade arm), supporting Palestinian agricultural communities and protection of farmland from settler encroachment.
• Sel de Guérande (ゲランドの塩) Traditional sea salt from Guérande, France, harvested by skilled salt workers (paludiers) using centuries-old methods. Known for its soft, mellow flavor and traceable to a specific French artisan salt cooperative.
• Papua Cacao (パプアのカカオ) Cacao beans from Papua, Indonesia, grown by indigenous Papuan communities. Supports Papua's indigenous people in creating sustainable economic systems while preserving the rainforest ecosystem, sourced via YPMD which coordinates fermentation and export operations.

Named customers5 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Alter Trade Corporation (ATC) — PhilippinescoreStrategic or Co-development PartnerATC is the Philippines-based counterpart of Alter Trade Japan, handling banana and mascobado sugar production, collection, and export. Founded in 1986, ATC manages over 5,000 producer relationships across multiple regions in the Philippines including Negros Island, Panay Island, Bohol, and Mindanao. ATC conducts field operations, quality control, and organizes producer cooperatives.
• Alter Trade Indonesia (ATINA) — IndonesiacoreStrategic or Co-development PartnerATINA manages eco-shrimp production and processing in Indonesia. The company operates its own shrimp processing factory in Siduarjo, East Java, producing frozen shrimp and processed shrimp products. ATINA received the National Best Shrimp Processing Factory Award in 2014 from the Indonesian Ministry of Marine Affairs and Fisheries.
• APLA (あぷら) — JapancoreGTM or Marketing PartnerAPLA is a Japanese NPO that co-organizes public seminars, events, and advocacy campaigns with ATJ. APLA was formerly known as JCNC (Japan-Negros Campaign Committee). The organization coordinates producer visits to Japan, publishes educational materials, and conducts advocacy work related to fair trade and Philippine development.
• UAWC (パレスチナ農業開発センター / Union of Agricultural Work Committees) — PalestinecoreStrategic or Co-development PartnerUAWC is the local partner for Palestinian olive oil sourcing. Based in the West Bank, UAWC supports olive farmers, implements land reclamation projects, and distributes olive seedlings to protect Palestinian farmland from Israeli settler encroachment. UAWC also coordinates with Al-Riseh company (PARC's fair trade arm) for olive oil exports.
• Al-Riseh Company (PARC Fair Trade Arm) — PalestinecoreStrategic or Co-development PartnerAl-Riseh is the fair trade business arm of the Palestine Agricultural Relief Committees (PARC). The company handles olive oil export operations, including quality assurance, logistics, and trade coordination. ATJ sources olive oil through this entity.
• Salines de Guérande — FrancecoreStrategic or Co-development PartnerSalines de Guérande is the salt producer cooperative in Brittany, France. ATJ imports traditional Guérande sea salt (Sel de Guérande) produced by artisan salt farmers using centuries-old methods. Staff visits such as Frédéric Amon visiting ATJ in Japan (2025) reinforce the relationship.
• YPMD (パプア農村発展財団 / Yogyakarta Papua Movement for Development) — Indonesia/PapuacoreStrategic or Co-development PartnerYPMD is the Papua-based NGO that supports indigenous Papuan cacao farmers, coordinating cacao purchasing, processing, fermentation, and export. Founded in 1984, YPMD focuses on indigenous self-reliance and environmental protection. The organization manages cacao buying, processing, fermentation boxes, and sun-drying operations before export to ATJ.
• JCFC (ジャイ・コーヒー生産者協同組合 / Jai Coffee Farmers Cooperative) — LaoscoreStrategic or Co-development PartnerJCFC is the Lao coffee producer cooperative supplying ATJ. Located in the Bolaven Plateau area, JCFC represents multiple villages of coffee farmers. ATJ staff conduct regular field visits and JCFC leadership visits Japan for exchange programs.
• COCLA (コクラ・コーヒー生産者協同組合) — PerucoreStrategic or Co-development PartnerCOCLA is the Peruvian coffee producers' cooperative that handles green coffee bean export operations. COCLA's representative visited ATJ in Japan in 2025 for information exchange. COCLA is also affiliated with CLAC (Latin American Fair Trade Producers Network).
• KSI (Kmanek Servisu International) — East TimorcoreStrategic or Co-development PartnerKSI is an East Timorese organization supporting coffee farmers, particularly in the Ermera region. KSI representative Neta visited Japan in 2013 as part of ATJ's producer exchange program. KSI coordinates with East Timorese coffee producers for export-quality coffee bean production.
• PARTNER (Panay Island organization) — PhilippinesminorStrategic or Co-development PartnerPARTNER handles banana operations on Panay Island, coordinating with ATC for banana shipment operations from Panay Island banana-producing regions including Carles, Balasan, and San Dionisio towns.
• 山のハム工房ゴーカル (Mountain Ham Workshop Gobal) — JapanminorOthersGobal is a Japanese artisan ham and sausage maker in Gifu Prefecture, Ena City, that has been using ATJ's mascobado sugar for approximately 40 years in their pickle brining process. ATJ features Gobal in its crossover store reports.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cafédirect: UK fair-trade coffee and hot-beverage company owned by producer cooperatives in Latin America and Africa. Comparable to ATJ in producer-ownership structure and fair-trade coffee positioning, though focused on beverages rather than ATJ's diversified food portfolio.
• Divine Chocolate: UK fair-trade chocolate company owned by Kuapa Kokoo, a Ghanaian cocoa-farmer cooperative. Directly comparable to ATJ in producer-ownership model, ethical sourcing narrative, and direct-trade chocolate category, although focused on a single product category (cacao) versus ATJ's diversified portfolio.
• Gepa Fair Trade: Germany's largest fair-trade importer, sourcing coffee, tea, cocoa, sugar, rice, bananas and handicrafts from producer cooperatives. Closely comparable to ATJ in product breadth (bananas, coffee, sugar, cocoa), producer-cooperative sourcing model, and ethical-trade positioning, though serving European rather than Japanese consumers.
• Equal Exchange: US worker cooperative importing fair-trade coffee, tea, chocolate, bananas and other products from small farmer cooperatives. Highly comparable to ATJ in co-op-to-co-op trade model, multi-category fair-trade sourcing, and producer-partnership philosophy.
• People Tree: UK and Japan-based fair-trade company selling food and garments through ethical retail channels. Comparable to ATJ in mission-driven direct-trade model and Japan retail presence, though primarily known for apparel rather than food.
• Alter Eco: US/Australia-based fair-trade specialty food brand importing organic bananas, coffee, chocolate, rice and sugar from small-scale producer cooperatives. Closely comparable to ATJ in product mix (bananas, coffee, sugar, chocolate), direct-trade producer model, and ethical-consumer positioning.

Broad incumbents

• 国分グループ本社 (Kokubu): Major Japanese food wholesaler and trading house handling domestic and imported specialty foods across retail and food-service channels. Comparable to ATJ in importing and distributing imported specialty foods into Japan, but at much larger scale and without the ethical-trade or cooperative-channel specialization.
• 三菱食品 (Mitsubishi Shokuhin): One of Japan's largest processed and fresh-food wholesalers, supplying retailers, convenience stores and food service nationwide. Comparable to ATJ as a Japanese specialty-food wholesaler, but operating at vastly larger scale and without the cooperative-direct-trade positioning.

Emerging players

• Tony's Chocolonely: Dutch ethical chocolate brand focused on slave-free cocoa sourcing from West African cooperatives. Comparable to ATJ's Papua cacao work in direct-trade chocolate and producer-impact narrative, but with a single-category, mass-market positioning.

Others

• APLA: Japanese NPO formerly known as JCNC that co-organizes seminars, advocacy campaigns, and producer visits with ATJ. Ecosystem partner rather than a direct competitor, sharing ATJ's fair-trade and Philippine-development mission, and a core GTM/marketing ally of ATJ.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ATJ89
• YouTubeyoutube.com/channel/UCUSpegl2HByEo6CtwBWUzfw
• Facebookfacebook.com/atj89

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Alter Trade Japan