UK-Based Japanese Tea Company Vows to Help with Earthquake Relief

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Japanese tea company Vitalife Matcha have vowed to donate a percentage of their profits to help Japan recover from the aftermath of the recent earthquake and tsunami.

Vitalife Matcha, a UK-based tea company that specialises in a Japanese green tea called ‘matcha’ has announced that it will be donating 25% of its profits over the next 4 months to help with the Japanese earthquake and tsunami relief efforts.

The Managing Director of Vitalife, Gavin Edley, 24, says ‘although our farms haven’t been directly affected by the earthquake or tsunami, we’re doing everything we can to help the relief efforts. We may only be a small, independent company but every contribution helps and we’re encouraging visitors to our website to donate to the cause too.'

Vitalife have now dedicated a page on their website to helping the relief efforts and enabling people to donate to the cause. 'The response has already been tremendous with people from around the world donating and vowing to help in every way they can. Our contribution may not be an enormous amount, but if everyone takes a similar sort of action, we can help Japan to bounce back from this terrible catastrophe' says Edley.

Edley then goes on to explain, 'it's times like these when you really see the good in people. For us, the disaster was a little closer to home than most people - given our dealings and relationship with the country, but the generosity seen amongst people from around the world has been tremendous. It has made us want to become involved in other philanthropic projects in future.'

The earthquake and tsunami hit the East coast of Japan, north of Tokyo, on Friday 11th March – claiming an estimated 10,000 lives and destroying livelihoods.

Japan's architectural infrastructure is one that is designed to handle earthquakes - and apparently it did just that, with minimal damage being caused by the quake. However, it was the tsunami that was to follow that caused much of the damage and loss of life.

Rescue efforts began just hours after the disaster struck with the Red Cross and various other organisations working hard to save lives and rebuild the towns and cities that were affected.

Global Giving, the organisation that Vitalife is using to donate their profits, have already helped to raise over £200,000 to the cause.

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