E Group, the Italian gourmet food retailer, said yesterday [Wednesday] it would open a coffee shop in the Japanese city of Sendai, Hajimu Fujii, to help the Italian football team prepare for the World Cup.
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The Italian soccer squad will be based in Sendai, 300 kilometres north of Tokyo while its team prepares for the month-long tournament.
E group president Giancarlo Aneri said he hopes to expand the business from Sendai to the rest of Japan. E Group markets its coffee under the Tricaffe brand.
