Hall of fame farmer ”Rice made by a master ”Farmer, Goichi Endo”

More than 30 years of organic farming

Goichi Endo is famous as a master farmer who makes one of the best rice in Japan, and has been taken up on TV many times. He has won the highest award of gold four years in a row at the National Contest for Rice Taste Evaluation, and won the Diamond Medal in 2007. The diamond medal is awarded to a producer who won four consecutive gold and three consecutive gold awards in the comprehensive department. The award is, in other words, like going into the hall of fame of agriculture.
Endo has been practicing organic farming for more than 30 years. Currently, there is a standard for organic farming called JAS Organic, but Endo has been practicing organic agriculture long before the standard was adopted. This is based on his philosophy that “your health depends on what you eat.”
Endo says “What you eat from your mouth becomes your blood and flesh, so you should care about it above all else.“

Agriculture = Industry of Life

Compared to the past, the modern diet has a lot more sugar and fat. In fact this is causing people’s body temperature to drop, causing deterioration of the immune system.
“There is no happiness without health. I don’t call my job “agriculture”, but would like to call it “the industry of life” instead.” Endo described his job that way.
However, Endo thinks about agriculture as an industry as he goes about growing rice. That day, he explained to us something called paper mulch. A paper mulching sheet is a sheet of black paper lined with active carbon laid out on the field to prevent weed growth. It is not herbicide, is biodegradable and natural. Rice is planted as this paper is laid out on the ground. Yes it takes more time and more effort than simply using herbicides. In fact, it’s not just that, but it’s actually more costly. And he told us about it too. The cost of paper mulch, the cost of the machine that plants rice with paper mulching sheets. When you think of these costs, you cannot sell at the normal price. So the sales channels are not the standard sales channels. He talks to the consumers directly, and sells only to the customers who are convinced. Such business efforts are a part of his reason he is known as a master.

Rice needs to be eaten in moderation

When we visited Endo at his home, there were a lot of dishes that go well with white rice, such as eggs, or pickled plums. It was time to try the rice! Endo served the steaming hot rice in our rice bowls.
The first thing we noticed was its whiteness. ”“Tsuya Hime” brand of rice is whiter than regular rice.” Endo said. The rice in front of us certainly looked good. “But, if you harvest too much, it will fail. It would not be so delicious. “
Endo surveyed elementary school children about their favorite food. “No Japanese food comes up on the list. Maybe ”kaiten sushi” ranks about tenth, if you’re lucky.” Nakata told him that if he was to specify the last meal before he dies, he’d answer “rice”. Upon hearing that, Endo’s expression brightened up and he said “I’m so happy to hear that! I like noodles, but I will get hungry unless I eat rice. It doesn’t last. ” and laughed.
Perhaps the master farmer just truly loves rice from the heart.

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Farmer, Goichi Endo: Takahata-machi, Higashi Ontama-gun, Yamagata Prefecture