Kochi Prefecture is a tropical region rich in natural beauty, nurtured by the bounty of the Pacific Ocean and its mountains and rivers. Among its areas, Haruno-cho in Kochi City is a warm region facing the Pacific Ocean. It features breezes blowing in from the sea, abundant sunshine, and a landscape where plains and hills intertwine. Drawing on these natural blessings, Farm Vegeco is paving the way for the future of agriculture.

Growing Vegetables in Greenhouses in Winter: A Reversal in Agriculture

About 90 percent of Kochi Prefecture’s land area is mountainous, and rivers flowing from the Shikoku Mountains rush down as rapids before emptying into the sea. As a result, sediment does not accumulate over wide areas, and the terrain is characterized by a lack of large-scale plains. So, how can this limited flat land be put to good use? Greenhouse horticulture—which yields high crop yields even on small plots—has developed as a solution to this challenge. Open-field cultivation takes place in the mountainous areas during the summer, while greenhouse cultivation occurs in the plains during the winter. By skillfully adapting to the seasons and the terrain, a unique agricultural system specific to this region has taken shape.

The cucumbers grown by Nagasaki Asahi at Farm Vegeco are transplanted in early October, and harvesting continues daily from mid-November through June. This is a reverse approach: growing in winter crops that typically bear fruit in summer when grown in open fields. The cucumbers, having endured the cold, lose their grassy bitterness and become sweeter. Cucumbers grown in winter greenhouses possess a quiet yet robust flavor distinct from their summer counterparts.

However, in cold regions, the high cost of heating makes it difficult to expand winter cucumber cultivation on a large scale. In this regard, the Pacific coast—with its warm climate and abundant sunshine—is an ideal region for growing winter crops. Among these areas, Kochi Prefecture ranks among the top in the nation for cucumber production, hovering around 6th or 7th place in recent years. It maintains a stable position as a major production center.

Prepare the soil, observe the leaves, and grow the fruit straight

Everything hinges on the three-month summer off-season for Farm Vegeco’s cucumbers. The Nagasaki family, who are also rice farmers, incorporate large amounts of rice husks and rice bran—byproducts of rice cultivation—into the soil and allow them to ferment. This soil preparation is the reason why their winter cucumbers are surprisingly sweet. Just as nuka-zuke pickles become sweet, soil enriched with rice bran brings out the cucumbers’ natural sweetness.

The Vitality of Greenery Thriving in the Greenhouse

Inside the greenhouse, farmers carefully identify the vines—which resemble a “body” and “limbs” extending from a single cucumber plant—and adjust the number of leaves to control the amount of photosynthesis. Each leaf plays a role in nurturing the nearby fruit, so farmers must be careful not to remove too many or leave too many.

In Japanese markets, “straight cucumbers” are in demand. If a cucumber touches a leaf, it bends; if it touches the ground, it turns yellow. Farmers watch over the growth of each individual cucumber, sometimes thinning the fruit and sometimes shaping it by hand to produce “Grade A” produce. “Grade A” refers to standard products that meet specifications for shape, color, and size, with few blemishes or bends. Of course, the taste remains the same even if they’re bent. Nevertheless, the reality is that market standards dictate farmers’ incomes.

Inside the greenhouse, the cucumber vines stretch out thinly as if searching for air, their tips—which have yet to touch anything—gently swaying in midair. It is a quiet movement, almost like hesitation, before they reach out for support.

Within that subtle hint of movement lies the plant’s unwavering will, striving to choose the path its life will take from here on.

A Farm That Has Been in Operation for 50 Years and the Legacy Left by My Family

The history of Farm Vegeco dates back more than 50 years. My father, who had been working at a travel agency, was adopted into a farming family that had been growing melons and tomatoes since my grandmother’s generation, and he took over the farm. He had no prior experience in farming. Nevertheless, with his artisan’s spirit, he engaged with the soil, immersed himself in every task, and honed his skills.

By his side was my mother, who had also worked at the same travel agency. My mother, who possessed the ability to forge connections between people and nature, established the Farm Vegeco brand under the philosophy of “Vegetable Communication & Collaboration.” Valuing dialogue with chefs, she grew not only cucumbers but also herbs and a diverse range of vegetables, continually responding to the needs of culinary professionals. Furthermore, by personally visiting supermarkets in Tokyo and actively participating in product competitions, she quietly yet steadily spread the name of Farm Vegeco among the general public.

To protect the farm his parents had built and pass it on to the next generation, Mr. Nagasaki chose to work the fields himself after a stint as a salaryman in Tokyo. However, in May 2025, his mother passed away due to illness. It was his fourth year back at the farm. Though the time he spent learning directly from her was brief, the spirit she instilled in him—farming to bring joy to people’s faces—remains unchanged and continues to breathe life into the very heart of this farm.

The Reality Facing Farmers Caught Between the Market and Direct Sales

Currently, 70% of Farm Vegeco’s produce is shipped to markets, while 30% is sold directly to consumers. The farm has stopped shipping through the JA. JA shipments involve high commission fees, which can sometimes cut farmers’ take-home pay in half. Pricing is also determined by the JA, making it difficult for farmers to proactively choose their customers. On the other hand, there are significant advantages to entrusting collection, sorting, and sales to the JA, as this ensures stable sales channels.

The appeal of shipping to the market lies in the low commission—around 10 percent—which increases the farmers’ take-home pay. However, this requires farmers to handle all sorting, packing, and shipping themselves, and they are responsible for maintaining consistent quality and building trust. Even so, their love and pride in the cucumbers they grow led them to choose the path of building their own brand.

The unit price of cucumbers is determined by market rates, and farmers have no say in setting the price. Even Grade A cucumbers fetch only about 30 yen per cucumber. It’s a harsh world where non-standard cucumbers sell for just 50 yen per kilogram. Rebuilding a greenhouse costs between 30 million and 40 million yen. Even repairs alone cost millions of yen every year. This is why the number of young farmers isn’t increasing.

Even so, Mr. Nagasaki says, “Farming is fun.”

“I was fortunate to have a foundation because I took over my parents’ farm. But starting from scratch presents a high barrier to entry. If the government had a system to lease unused greenhouses to young people, the farming population would surely grow,” he says.

Increasing direct sales and building connections with chefs and supermarkets that buy at fair prices—that is the path to survival for small-scale farmers. In fact, since winning the Grand Prize at the Vegetable Sommelier Summit in 2013, Farm Vegeco’s profile has risen, and chefs from Tokyo restaurants and international hotels have begun visiting Kochi in search of the farm’s cucumbers. Some overseas chefs even seek out tiny cucumbers still bearing their blossoms. The creativity of these chefs is bringing new perspectives to the farmers.

A “Flavor” We Want to Preserve for the Future: The Aspirations of a Young Farmer

When you take a bite of a cucumber from Farm Vegeco, juice bursts out immediately after harvest, filling your mouth with freshness. What’s more, that freshness is slow to fade, even after several days. Growing slowly in winter tightens the cells, strengthening the fruit’s ability to retain moisture.
Furthermore, the fruits that have endured the winter cold have little of that grassy taste and are surprisingly sweet.

Mr. Nagasaki says, “Even after my father is gone, the last thing I want to hear is that the taste has changed.” . He has no intention of expanding the number of greenhouses. Rather than chasing scale, he prioritizes preserving flavor. And he aims to connect with people who truly appreciate their produce and are willing to pay a fair price for it. That is the future vision for Farm Vegeco.

A single cucumber grown during the winter in Kochi. Behind it lies a family’s history, the local climate, the memory of the soil, and the bonds between people. Inside the quiet greenhouse, even today, a small vine striving to grow straight is reaching out, searching for support.

The post Carrying our family’s hopes into the future. With love from “Farm Vegeco” / Kochi City, Kochi Prefecture first appeared on NIHONMONO.

“I don’t want to show my children a field where not even insects appear, so I don’t use pesticides,” says Hideyo Ohtake, representative of “Nikkei Farm,” with conviction. Having dedicated himself to agriculture for over 17 years, he is committed to growing vegetables using only organic fertilizers and no pesticides whatsoever. He now cultivates as many as 100 varieties of vegetables annually and is one of the leaders shaping the future of agriculture in Koriyama City, Fukushima Prefecture. He is also known for his “Legend Spinach,” which won the Grand Gold Award at the 2024 “Vegetable Sommelier Summit,” and has garnered attention from across the country. Together with his wife, Shiho—who manages sales at their farm’s direct-sales shop while he tends the fields—and his staff, he is dedicated to growing vegetables that bring joy to people.

I switched careers from hairdressing to farming. In terms of bringing joy to people, it was the same.

As it turns out, Ms. Otake’s first job after graduating from high school was as a hairdresser. “Back in high school, when a hairdresser helped me solve a problem with my hair, the words ‘Thank you’ just naturally came out of my mouth. I thought to myself that someday I’d like to make people happy as a hairdresser too, so I became an apprentice.”

Even back then, the Ohtake family owned a vegetable garden, but when his mother—who had been involved in farming—became too ill to tend the fields, he took over the farm. Driven by a sense of gratitude for having been able to pursue a career as a hairstylist, he eventually decided—after much deliberation—to leave the beauty industry and dedicate himself to farming.

“I never imagined I’d quit hairdressing to pursue farming, so I’m surprised even by myself. At first, I didn’t want to do it—I thought getting covered in mud was uncool. But when someone who ate our vegetables said, ‘That was delicious. Thank you,’ I realized that whether as a hairdresser or a farmer, the act of bringing joy to people is the same. That’s when the desire to make people happy through farming began to take root,” she recalls with a smile.

The creatures living in the soil are our vital partners, indispensable to agriculture.

Frustrated by people telling him that “pesticide-free farming is difficult,” Mr. Otake started by planting 1,000 corn stalks. However, the corn was completely wiped out by damage from palm civets, crows, and insects. Drawing on that experience, he devised strategies such as installing electric fences to keep out palm civets, and gradually increased his success rate. “When you cultivate crops while nurturing microorganisms, it seems that problems caused by continuous cropping—such as vegetable pathogens and stunted growth—don’t occur,” he says, confident in his unique organic farming method.

It has been about 17 years since he became a farmer. With his eager-to-learn and determined personality, Mr. Otake has taken on the challenge of growing a wide variety of vegetables. He began by simply learning about farming, gaining experience through conversations with veteran farmers and receiving guidance, and gradually developed his own style through trial and error.

What Mr. Ohtake values most in vegetable farming is preserving traditional farming methods without using pesticides. However, he is by no means opposed to pesticides. He says that his childhood memories of fun experiences have influenced this perspective.

“I’ve always loved insects; I used to catch rhinoceros beetles and dragonflies. It used to be normal to see frogs in the rice paddies and insects in the fields, but perhaps because people started using pesticides, they disappeared before I knew it. Through my hands-on experience in farming, I’ve learned that it’s the soil that grows the vegetables. By changing how we prepare the soil, the soil microorganisms also change, leading to healthy soil. “When the soil is healthy, the insect population naturally increases. So, in fact, I get hints on how to grow vegetables from the insects themselves. I’m proud to show my children the fields where the insects thrive,” he says with a cheerful smile. He explains that, for insects, the fields are like a restaurant. Rather than selfishly using pesticides, he minimizes interference with the soil and gradually increases the microbial population through green manure. He has built his current farming style on the philosophy that “I am privileged to grow vegetables using soil that is home to insects.”

Overcoming the hardships following the earthquake, they are preserving agriculture with passion

While studying agriculture, Mr. Otake has also pursued his own standards when it comes to distribution. After exploring ways to deliver pesticide-free vegetables and rare, diverse varieties to those who seek them, he decided against supplying markets or agricultural cooperatives (JA). Instead, he has maintained a unique business model of selling directly to contracted retailers and restaurants, while also offering seasonal vegetables at his farm’s own retail outlet.

While Nikkei Farm may appear to have followed a smooth path in agriculture, over the past 17 years it has weathered the reputational damage following the Great East Japan Earthquake and the COVID-19 pandemic, overcoming numerous difficult situations where they were forced to discard the vegetables they had grown.

“Before the earthquake, about 80 percent of our sales came from supplying restaurants in Tokyo through a broker specializing in the foodservice industry, while the local market accounted for about 20 percent. However, due to the reputational damage caused by the earthquake and the nuclear accident, that 80 percent vanished overnight,” he recalls. Since even residents of Fukushima Prefecture were shunning locally grown vegetables at the time, his wife, Shiho, says, “When I think back on those days, I still can’t hold back my tears.” For a while, their daily routine consisted of growing produce only to throw it away, which took a heavy toll on them both physically and mentally. The company was operating at a continuous loss and was barely viable, but they were supported by the reopening of local restaurants and have been taking small steps toward recovery ever since.

“It was truly painful and difficult for about 10 years. However, while many people were forced to give up farming after the disaster, we resolved that we must carry on the agricultural traditions of Fukushima Prefecture and Koriyama into the future,” he says, expressing his feelings for his hometown.

At our farm stand, we sell fresh, seasonal vegetables grown with organic fertilizer.

Tucked away in a quiet residential neighborhood in Otsuki-cho, Koriyama City, the Nikkei Farm direct sales shop carries a wide variety of vegetables—primarily their own, but also those from other producers who grow delicious produce. The small shop is lined with colorful vegetables and rare varieties rarely seen elsewhere, bringing smiles to visitors’ faces. Grown without pesticides and using organic fertilizers, the vegetables are packed with the bounty of nature, boasting rich flavors and aromas. During the summer, in addition to edamame, zucchini, and green beans, colorful cherry tomatoes, beets, and “Kyomanju” (eggplant) make their appearance. The round, adorable salad squash and freshly picked corn are so fresh they can be eaten raw.

“Although it’s just a verbal recommendation, I introduce customers to several recipes they can enjoy using the vegetables we sell,” says Shiho, who runs the farm stand, with a smile. “It’s fun to talk to them directly, and I’m happy to be able to convey the appeal of our vegetables.” She adds that many people visit the stand after tasting dishes made with Nikkei Farm’s vegetables at local restaurants and wanting to try cooking with them themselves.

It’s as sweet as fruit. Corn you can eat raw

Nikkei Farm, which cultivates as many as 100 varieties annually, operates on a “small quantities, wide variety” model; however, even among these, its flagship product—corn—accounts for shipments of as many as 26,000 ears. During the three-month summer peak season, the farm harvests the corn every day around 3:00 a.m. and ships it while it’s still fresh and just-picked. This is because corn accumulates starch (sugar) overnight, and it is at its sweetest in the morning. In addition, corn harvested early in the morning has a higher moisture content, making it easier to maintain freshness and helping to prevent quality deterioration caused by the daytime heat.

At Nikkei Farm, corn is grown for about 10 days longer than usual, which concentrates the sweetness and deepens the flavor. The white corn variety “Pure White” maintains a high sugar content of 22.5 degrees, while the yellow corn maintains 21.5 degrees.

“We harvest the corn by feeling the top of the cob to make sure the kernels are firm, checking the base, and judging by the dryness and color of the silks,” says Mr. Otake, holding a cob of Pure White. He explains that by taking measures such as cutting the stems and reducing the number of leaves to prevent the corn earworm—a well-known corn pest—pest damage has been dramatically reduced.

“I recommend eating white corn raw. You can enjoy its juiciness and fresh sweetness. For yellow corn, cooking it slightly brings out more sweetness,” he told us.

I want to move many people with the taste of vegetables.

“I still have so many dreams,” says Mr. Otake with a smile. One of those dreams—which has become his own farming philosophy—is to move people with the taste of his vegetables.

He hopes to become the kind of farmer where parents and children don’t view eating or serving vegetables as a chore, but rather—just as children ask for candy—think, “The vegetables over there are delicious,” or “I want to eat that corn, so please buy some for me.”

“I believe that if I can convey the fun and message of farming through childhood experiences, the fields will continue to be places where vegetables are grown for generations to come. It also makes me happy when people say they’d like to visit the fields again.”

Furthermore, he notes that the current situation—where consumers take cheap vegetables for granted—is certainly not what farmers want, adding, “It’s also important for people to understand the challenges farmers face and change their mindset.”

“I’ve overcome many difficulties, but looking back now, I’m glad I chose farming. If there’s something I can do for others, I’ll do my best,” says Mr. Otake. Shiho, sitting beside him, nods vigorously in agreement. To continue seeing those smiling faces that say, “That was delicious!” they will press forward on their unique path in agriculture, finding fulfillment in their work every day.

The post Hideyo Otake of “Nikkei Farm,” which pursues delicious, seasonal vegetables using farming methods that are gentle on people and the environment / Koriyama City, Fukushima Prefecture first appeared on NIHONMONO.

Koganezaki Farm produces more than 30 varieties of vegetables—including leafy greens, potatoes for processing, and seed potatoes—on one of the largest plots of land in the country. Its client list includes major corporations, and in 2025, its cabbage became the first in Aomori Prefecture to receive JGAP certification. The farm continues to demonstrate the true potential of locally grown vegetables and support the next generation of farmers.

Agriculture that embodies the spirit of Aomori, making the most of its vast land and convenient location

Koganezaki Farm, which operates on 500 hectares of land (equivalent to 100 Tokyo Domes), supplies over 30 varieties of seed potatoes—as well as potatoes, cabbage, daikon radishes, and other crops—to customers across Japan. Its client base spans from Hokkaido to Okinawa and includes major companies such as Calbee and Koikeya, as the farm continues to cultivate crops that take full advantage of Aomori’s unique soil and climate.

Beyond its scale and quality, the farm boasts advantages unique to Aomori. It was these advantages that caught the attention of founder Kimio Sasaki and three other farmers. They aimed to establish a sustainable agricultural business by leveraging the climate, which resembles that of Hokkaido, and the convenience of the land.

Farmers earning salaries comparable to those of office workers

Mr. Sasaki founded the company in 1976, when he was in his twenties. Concerned about the instability of the weather and vegetable prices, he and four colleagues discussed the idea of “whether it was possible to run a farm with a stable income, like that of a salaried employee,” and established a corporate entity. They believed this would allow them to expand their operations and reduce costs, and that any profits generated would translate into salaries.

From the very beginning, they adopted land-intensive agriculture. Land-intensive agriculture is a farming method that utilizes vast tracts of land and incorporates large-scale machinery and smart farming to improve operational efficiency. It also aims to mitigate the effects of crop rotation problems—where continuous cultivation of the same crop in the same field leads to changes in the soil environment and poor growth—by rotating crops. Their goal was to create a large-scale farm modeled after those in Hokkaido. One reason they envisioned a scale similar to Hokkaido’s was the similarity in climate. Many potato varieties thrive in cool regions, and Aomori’s significant temperature difference between day and night is said to be ideal for producing high-quality potatoes.

Furthermore, Aomori’s greatest strength is the ability to distribute produce via land transport. Since it is crucial to deliver leafy vegetables as quickly as possible—even by a single day—this gives them an advantage over Hokkaido when dealing with clients in the Kanto region. They planned to leverage these climate and distribution strengths to establish large-scale farms unique to Aomori.

With the characteristic drive and speed of young entrepreneurs, Sasaki and his team quickly found a plot of land and immediately launched their corporate farming operation. The land they found was on the hills of Koganezaki Cape in Fukaura Town, facing the west coast. They spent their days clearing the land from morning to night while intensively studying cash flow management. Although the instability of farmers’ incomes has always been a challenge, they pressed forward with the goal of resolving this issue and fostering the next generation of young farmers.

From “Profitable Farming” to “Farming That Doesn’t Lose Money”

They cleared the land and grew a variety of vegetables—including potatoes, carrots, melons, and watermelons—which they took to market, but the income didn’t meet their expectations. Compounded by cold snaps and other setbacks, they found themselves in a situation where they could barely make ends meet. Faced with a critical decision, Mr. Sasaki and his team chose to stop shipping their produce to the market. Rather than being at the mercy of market prices, they decided to set their own prices and sell directly to consumers. This was about six years after they had started their business.

One of Japan’s highest-quality seed potatoes

Along with expanding their customer base, they also began producing high-quality seed potatoes. Seed potatoes are potatoes planted for propagation; initially, they had been producing potatoes for processing, but the quality of the seed potatoes they used was poor, and they reportedly couldn’t achieve satisfactory results. That’s when they decided to start growing their own seed potatoes from scratch. The quality of the seed potatoes is crucial for growing high-quality potatoes.

However, it is often said that “growing seed potatoes is even more difficult than growing potatoes,” as disease management is extremely strict, and preventing infection by viruses and bacteria is an absolute requirement. Furthermore, thorough quality control is essential, including selecting a cool location with a low risk of natural disasters and maintaining sufficient distance between different varieties to prevent cross-contamination. Although it was a challenge in a difficult field, they persisted through trial and error, driven by a desire to protect the quality of domestically grown potatoes.

Among their strengths, their vast land proved particularly valuable. It minimizes the risk of cross-contamination even when planting different varieties of seed potatoes and helps prevent crop rotation problems.

Those efforts gradually bore fruit, and today, Koganezaki Farm supplies seed potatoes to potato farmers across the country. Since there are very few farms that cultivate such a wide variety of seed potatoes, it may not be an exaggeration to say that they are supporting Japan’s potato production.

“Koganezaki Farm has become so well-established that some people now associate the name directly with potatoes,” says Masahiro Higashi, the current President and CEO. “However, we also need to understand the characteristics of each variety and have facilities capable of air-drying and cold storage.” He explains that they are continuing to build a system for stable supply by collaborating with corporate representatives and seeking their advice.

A Legacy for Future Generations

“Last year, our cabbage for processing obtained JGAP certification. I believe this will help build trust among both businesses and consumers,” says Kazunori Okura, Senior Managing Director. JGAP is a Japanese agricultural production process management certification system, an acronym for “Japan Good Agricultural Practice.” It is a set of standards designed to reduce risks in agriculture—such as pesticide management, foreign object contamination, and workplace accidents—and to ensure the stable production of safe and reliable agricultural products.

The cabbage the company primarily ships for cut vegetables is the “Okina” variety, which is also used in shredded cabbage commonly found in supermarkets. Its firm leaves retain volume even when finely chopped for dishes like coleslaw, offering a crisp texture and satisfying bite. It is reportedly also used in the gyoza served by nationwide chain restaurants.

“Soil preparation is crucial, but given the size of the fields, it takes a lot of time. With large fields of about 18 hectares each, we have to make numerous passes with the tractor, so I’m considering whether we can automate that process using AI or similar technologies,” says Mr. Okura. While there are cost considerations, he explains that precisely because of the large scale, he wants to actively adopt drones (delivered on May 7, 2026) and machinery to build systems suited to the times and improve the farming environment.

Furthermore, the vast expanse of land offers the advantage of allowing him to experiment with various crop varieties. Although the onions he tried growing last year did not turn out as well as he had hoped, Mr. Okura remains enthusiastic: “There’s always a reason for failure, and I believe that if we can solve it, we’ll succeed. Someday, this might even become a major production area.” It may be this attitude—one of learning from failure rather than fearing it—that has allowed Koganezaki Farm to grow to where it is today.

The Future of Agriculture, as Envisioned by Mr. Sasaki

In fact, Mr. Okura moved here from Ibaraki Prefecture and decided to join the company because he was drawn to Mr. Sasaki’s vision. “I used to work in sales for about 30 years. But I came here because I was attracted to Mr. Sasaki’s character and his passion.”

Mr. Sasaki’s long-standing dedication to securing the future of farming and his tireless efforts to build a bridge to the next generation seem to have touched the hearts of many people. Although Mr. Okura passed away shortly after joining the company, it is said that Mr. Sasaki entrusted him with his vision, hoping he would pass the baton on to the next generation.

“There may still be challenges facing agriculture, such as labor shortages and an aging population. Nevertheless, I want to contribute to the development of local agriculture to help support Japan’s food supply and highlight the importance of domestically grown vegetables.”

The dream of farming that Mr. Sasaki envisioned has been firmly passed down to the current generation. The creation of systems that allow those who support Japan’s food supply to continue their work looks set to expand even further in the future.

The post “Koganezaki Farm”: Looking Toward the Future of Farming and Aiming for Profitable Agriculture / Hirosaki City, Aomori Prefecture first appeared on NIHONMONO.

Misato Town is located in the northeastern part of Miyagi Prefecture. In this region, where agriculture is deeply rooted in daily life—with rice paddies and fields accounting for about 70% of the town’s land—”Butai Farm Co., Ltd.” operates large-scale greenhouse facilities for lettuce production. In addition to crop cultivation, production, and product development, the company also handles logistics and agricultural consulting, pursuing a diversified agricultural business model. By collaborating with farmers and companies nationwide, it has grown to generate annual consolidated group sales of 6.1 billion yen. Behind this success lies a unique management strategy that transcends the boundaries of traditional agriculture.

A long-established farm that has pioneered agricultural digital transformation, transcending the boundaries of a family-run business

The Hariu family has been farming since 1720. A major turning point came when Nobuo Hariu, the 15th generation and current President and CEO of Butai Farm Co., Ltd., took over the family business.

At a time when family-run operations were the norm, Nobuo recognized early on the critical issues of an aging farming population, labor shortages, and a lack of successors. He actively embraced digital transformation (DX) using cutting-edge technology and invested in new equipment. Through management decisions unbound by conventional wisdom, he laid the groundwork for a large-scale farm that transcended the framework of a family business. Behind this was a profound sense of urgency. Since joining the family business, he had worked long hours every day, thinking, “If things continue this way, will we ever achieve a sustainable model, no matter how long we keep working?” It was this realization that prompted him to fundamentally reevaluate the business.

“Sustainable Agriculture” as Envisioned by the 15th Generation of a Farming Family with a History of About 300 Years

“The 15th head of the family married at the age of 22 and succeeded to the family headship from the 14th head the following year. Given the custom among farming families that children typically live under the head of the household until around the age of 50, I think that was a rather early decision. ‘Just as the Tokugawa clan returned political power to the Emperor in the 15th generation, the 15th generation tends to mark a major turning point. That’s exactly why you must hold your ground,’ he was often told,” explained Nobuhiro Hariu, the 16th-generation head and a director of Stage Farm.

In the 1980s, when the 15th-generation head took over the family estate, agriculture was undergoing a major transition toward modernization. It was an era when individual effort alone was insufficient, and investment in agricultural machinery and facilities capable of supporting large-scale operations was essential. In fact, among the farmers who took the bold step of making significant capital investments and incorporating their businesses during this period, there are cases where they subsequently expanded their operations and achieved growth. On the other hand, it is also true that farmers who remained with traditional family-run operations found themselves in a difficult situation. Nobuhiro intuitively grasped the changing times and sought to strengthen the management foundation with the goal of “sustainable agriculture.”

The key to expanding the possibilities of agriculture lay in the “system”

The decline of agriculture stems from a complex interplay of factors, including weather, soil conditions, and a shortage of workers. None of these issues can be resolved by individual farmers acting alone. That is precisely why at Butai Farm, rather than simply continuing along the same path as before, we first envisioned what Japanese agriculture should look like five or ten years from now, and then worked backward from that vision to design our management strategies and technology adoption plans.

From Family-Run to Team-Driven: Behind the Scenes of Scaling Up

The reason Stage Farm was able to transition from a family-run operation to a large-scale farm was its ability to involve people outside the family and manage the business as a team.

They expanded their business by leasing land from aging farmers and entering into contracts spanning 5 to 10 years. Rather than simply securing land, they prioritized building trusting relationships with the local community and have worked to support farmers in incorporating their operations and developing new sales channels. The journey has not been smooth; through repeated dialogue—addressing contract terms and addressing concerns about the future—they have sought a sustainable model for the entire region.

Significant improvements in production efficiency through “management transparency” implemented by the 16th-generation leader

In 2020, Nobuhiro, the 16th-generation successor, joined Stage Farm. Nobuhiro began by teaching himself bookkeeping and accounting, and started by reading the income statement (PL), balance sheet (BS), and cash flow statement to gain an understanding of the company’s financial health. By making the company’s operations transparent, he identified tasks best performed by people, processes that could be automated, and areas for improvement, and took action on each one step by step.

Today, the company is implementing a series of initiatives to modernize agriculture, including the operation of “Misato Green Base”—one of Japan’s largest leaf lettuce production facilities—and the introduction of IoT and AI technologies.

“Misato Green Base,” which achieves approximately 80 times the production efficiency of open-field cultivation

Mr. Nobuhiro believes that agriculture falls into two categories: “agriculture that supports our daily meals—the agriculture we must rely on for sustenance”—and “luxury agriculture that offers added value for enjoyment.” Stage Farm aims for the former: to deliver the vegetables we eat every day with consistent quality and at fair prices.

At the heart of this endeavor is the “Misato Green Base,” a next-generation plant factory located in Misato Town, Tōda District, approximately 60 km north of Sendai City. Using hydroponics in a massive greenhouse stretching 500 meters deep, the facility ships approximately 40,000 heads of leaf lettuce daily, unaffected by weather or seasonal changes. Leaf lettuce is well-suited to automation and year-round cultivation in plant factories, making it a crop that easily balances consistent quality with high-efficiency production. Production efficiency is said to be approximately 80 times that of open-field cultivation. By studying domestic and international examples, Stage Farm has built its own unique operational model.

Thanks to planned production, the waste rate is virtually zero. Furthermore, by using electricity as the primary energy source and implementing solar sharing, they have established a system that reduces both environmental impact and costs. This facility, which balances stable supply with operational efficiency, stands as a symbolic presence supporting “agriculture that must be sustained.”

Generating electricity on farmland: The option of solar sharing

Agriculture is, at its core, an industry that converts solar energy into food. At Stage Farm, we have introduced “solar sharing,” a system in which solar panels are installed on poles erected on farmland. By establishing a system that produces both rice and electricity on farmland, we are transforming the land from “underutilized assets” into “income-generating real estate.”

Turning Agriculture into a Profitable Industry: Simple Management Based on Volume and Price

At its core, farming is a business. While family-run operations tend to rely on rough estimates, the “quantity × unit price” approach is essential for increasing revenue. Therefore, expanding farmland, adopting double or triple cropping, securing pricing power, and implementing rigorous cost management are all critical.

At Butai Farm, rather than leaving shipping entirely to the JA (Agricultural Cooperative), they set their own prices. They observe market trends and trading activities to understand the selling prices of various wholesalers. Based on this, they visit retail stores in person to negotiate prices and secure direct contracts. Regarding necessary expenses such as fertilizers, they constantly explore how to procure high-quality products at the lowest possible cost. Even for fertilizers that must be imported, they make every effort to minimize the use of middlemen.

To pass on local cuisine to the next generation

Nobuhiro, who has extensive overseas experience including studying in the United States, believes that “no country has a regional food culture as rich as Japan’s.” He feels a strong sense of urgency that this richness is being lost due to a shortage of people to carry on the tradition.

He identified four pillars necessary for passing on the region’s food culture to the next generation: energy, food, employment, and education. Building on the foundation of a “town where energy and food are reliably available,” the plan is first to create jobs, and then to provide distinctive educational opportunities. As a local agricultural producer, he is actively engaged in food and agriculture education, conducting special classes at junior high schools and other institutions. By teaching students about the structure of agriculture and business management, he promotes career education and is advancing a vision to build a town where people feel, “I want to come here.” Through the creation of systems—including energy sharing—he aims to make agriculture a profitable industry and speaks with conviction about raising the food self-sufficiency rate, which stood at 38% in fiscal year 2023, “to at least 50% or higher.”

Behind these words lies more than just a numerical target. It is a determination to create jobs in the region and build a future where the next generation can take pride in agriculture. Stage Farm’s challenge is not merely the growth story of a single company. It is a practical effort to pass on the region’s potential to the next generation.

The post Transforming agriculture into a profitable industry. “Butai Farm”: An agricultural enterprise nurturing the region’s future / Sendai City, Miyagi Prefecture first appeared on NIHONMONO.

Located in the center of the Kofu Basin, Chuo City in Yamanashi Prefecture has long been a thriving agricultural region, thanks to its abundant sunshine and mineral-rich water. Here, Yoda Farm has been dedicated exclusively to growing tomatoes for nearly half a century. With the addition of his son-in-law, Takayuki Kunugi, six years ago, the farm continues to strive daily to share the deliciousness of its tomatoes.

The taste of the tomatoes my father-in-law grew

What led Mr. Kunugi to start farming at Yoda Farm was his meeting with his wife, the daughter of the farm’s manager, Katsumi Yoda. When he visited to formally introduce himself before their marriage, he tasted the tomatoes grown by his father-in-law, Katsumi, and was deeply impressed by their deliciousness. However, Katsumi’s remark that “tomato farming ends when your physical strength runs out” made him keenly aware of the reality facing the aging agricultural industry. “I can’t let such delicious tomatoes disappear,” Kunugi resolved. He decided to resign from the agricultural cooperative where he had worked for 13 years and began farming to become the farm’s successor.

Dedicated to tomatoes, with a commitment to quality

For 60 years, Yoda Farm has specialized exclusively in growing “Momotaro Tomatoes.” These large tomatoes are characterized by their perfect balance of sweetness and acidity. While varieties like “fruit tomatoes” with intense sweetness are currently in vogue, Yoda Farm has consistently pursued the cultivation of tomatoes that offer “more than just sweetness.” Yoda Farm’s tomatoes are distinguished by their rich flavor, bursting juiciness, thin skin, and the perfect balance between the flesh and the gelatinous pulp—every detail is meticulously crafted.

Their approach to tomato cultivation—which prioritizes “quality” over mass production—reveals ingenuity cultivated over many years. While a single plant typically yields about 70 tomatoes, they limit the harvest to half that amount, creating tomatoes with a rich flavor that concentrates the umami and nutrients of two tomatoes into a single fruit. Furthermore, to grow tomatoes in conditions as close to nature as possible, they exercise extreme caution in pesticide use and actively work to create an environment that does not hinder the activity of the bumblebees responsible for pollination. Behind this approach of growing a limited selection of tomato varieties lies a commitment to “maximizing the quality of our produce by fully leveraging the experience we’ve accumulated, rather than spreading our cultivation resources across various varieties.” And this philosophy has been passed down from Katsumi to Kunugi, spanning two generations.

What do tomatoes grown using hydroponics taste like?

Yoda Farm, which has been in the family since Katsumi’s predecessor’s time, originally practiced soil cultivation, growing crops directly in the ground. However, this method has the drawback of being highly susceptible to bacteria and pests in the soil, requiring significant costs for disinfection and pesticides as a countermeasure. To produce tastier and safer tomatoes, Katsumi decided to try hydroponics, which was not yet widely adopted in Japan at the time. This method involves circulating a nutrient solution—a mixture of water and dissolved fertilizers—to the plant roots, and its major advantage is the ability to minimize the use of pesticides. However, when he first started hydroponics, there was a strong negative perception that “while the plants grow large when watered, they lack flavor.” Unlike soil, the medium cannot be allowed to dry out, so care must be taken not to overwater; however, by deliberately restricting watering during periods of intense sunlight to induce stress, he brings out the tomatoes’ natural sweetness. Inside the two plastic greenhouses, it gets quite hot in the summer. However, by continuing to let in sunlight without using air conditioning to promote photosynthesis, they produce tomatoes with a sugar content of 5 to 6 degrees Brix—tomatoes that are exceptionally sweet.

“We Want to Deliver Delicious Tomatoes”: Crowdfunding Campaign Launches

“Is there a way to share the deliciousness of these tomatoes, which my father-in-law has grown with such care, with more people?” To further expand his business channels, Mr. Kunugi set up a stall at the Aoyama Farmers’ Market in Tokyo—a venue where farmers from across the country gather—and began selling his produce directly to customers. Although the market attracts many food connoisseurs seeking fresh, delicious produce, he had only about 30 seconds to interact with each customer. “I’m confident in the quality of my tomatoes, and I generate decent sales, but I couldn’t convey the ‘passion’ behind them,” says Kunugi. Was there no way to convey the dedication poured into production? It was under these circumstances that he launched a project on the crowdfunding service “Makuake.”

Makuake is a system where creators present the passion and dedication behind their products, and people who want to support those products or services contribute funds. Yoda Farm’s project began with its first campaign in August 2019, and by the ninth campaign, the total number of supporters had exceeded 3,000, with total funding reaching approximately 24 million yen. For their processed food project on Makuake, they focused on creating “Rare Dry Tomatoes,” which are lightly dried to concentrate their umami while retaining a fresh, juicy flavor in perfect balance. They also launched a variety of other creative products, including “Tomato ‘Mi’”—a new category designed to be used as a versatile seasoning, sauce, or dressing—and “Tomato Koji Curry,” made without water. He developed the products with the help of those around him, refining them through trial and error based on advice from a friend who is a culinary researcher, and even entrusting the packaging design to a high school classmate. Among the processed food project’s offerings, “Tomato Ketchup,” “Tomato Salt Koji,” and “Barbecue Sauce”—which garnered particularly strong support—have grown into popular bestsellers on the Yoda Farm website. Recently, Kunugi happily notes that he often receives casual messages of encouragement from supporters—ranging from comments like “This is delicious” to “How are you doing?”—and feels that his relationship with existing customers has grown stronger since the success of the Makuake project.

Creating products that bring out the natural flavor of tomatoes

Another reason Mr. Kunugi decided to take on the challenge of developing new processed products was the problem of food waste, which was occurring on a massive scale. Of the approximately 10% of the annual production—amounting to 5 tons—that consisted of irregularly shaped produce, the items that could not be sold in the market were, with a heavy heart, turned into fertilizer for the fields. Even though their shape may be imperfect, their flavor potential is still very high. Precisely because he is confident in the quality, he uses absolutely no additives or other unnecessary ingredients during processing, instead devising ways to bring out the tomato’s natural flavor. In 2020, the first collaboration with a company that shared Mr. Kunugi’s passion for reducing food waste was realized. Among the products, the one that garnered the most attention was “Tomato Shio-Koji,” developed in partnership with Yamanashi Meijo—the brewery behind the sake brand “Shichiken”—which combines the brewery’s shio-koji with tomatoes. By blending it with shio-koji in an exquisite ratio, the product highlights the tomato’s natural flavor and has been well-received by supporters and many other users. Another product, “Melt-in-Your-Mouth Tomato Ketchup,” uses not only the koji used in brewing Shichiken but also wine vinegar from Asaya Foods, another local company. By allowing “non-standard” tomatoes to ripen fully and using the equivalent of about 10 tomatoes per bottle, the ketchup boasts a truly outstanding tomato flavor. While working on various collaborative products, the team reportedly always prioritizes their commitment to “making the tomato the star.”

That said, he admits that in his eagerness to come up with novel products, he often received candid feedback that his creations were “too gimmicky.” While innovation is necessary, striking a balance that truly highlights the quality of Yoda Farm’s time-honored tomatoes is essential. Looking back on that period, Mr. Kunugi reflects that he learned a great deal from the product development process.

Amid the hardships faced by farmers

Given the current global climate, Japan faces significant challenges, including a decline in production motivation due to soaring material and utility costs, as well as a dwindling number of farmers resulting from an aging population. Mr. Kunugi witnessed firsthand at the market how these factors have led to a reality where the focus is not on the “quality” of agricultural products but on “quantity,” driven by the pursuit of greater efficiency. For Yoda Farm, which has limited both its crop varieties and production volume in order to maintain high quality, this situation could be described as a headwind. In this context, moving away from the general market—where producers have no control over pricing—and instead selling directly to consumers or through crowdfunding, where they could reflect the true value of their tomatoes in the price, was undoubtedly a highly rewarding initiative. Their crowdfunding efforts even caught the attention of supermarkets within the prefecture, leading to requests for Yoda Farm’s tomatoes. By the spring of 2023, they had succeeded in establishing their own sales channels, relying almost entirely on them rather than the general distribution system.

I want to create opportunities for people to appreciate good food

Mr. Kunugi says he wants to propose more experiential projects that allow him to connect directly with customers. For his most recent Makuake project, he devised an agricultural experience ticket titled “First-Generation Yoda Farm Farmer’s Rights” as a reward. In addition to a harvesting experience where participants can actually do farm work and taste freshly picked tomatoes, the rewards include product discounts and vegetable subscription plans. In addition, he plans to build a café and processing facility, with the goal of offering services where customers can have freshly harvested tomatoes cooked and served on the spot. This marks a shift from online interaction to a new phase where people actually visit the farm in person. Mr. Kunugi’s vision of “letting people experience the reality of farm life” is becoming increasingly tangible.

The value of tomatoes that only Yoda Farm can produce

When choosing tomatoes, consumers likely have a variety of reasons—from taste and cultivation methods to price. Yet, as mentioned earlier, the reason Yoda Farm’s tomatoes continue to be chosen is that they embody the expertise cultivated over half a century and a deep commitment to “creating delicious produce.” Katsumi-san reportedly even traveled overseas in the past to study tomato cultivation. By combining the accumulated experience and skills of such artisans with the influence of communicators like Kunugi-san—who takes on innovative initiatives and challenges like crowdfunding—they are proposing new value for tomatoes.

Issues such as distribution and the shortage of farmers are by no means limited to tomatoes. To address these challenges, Kunugi says he wants to create opportunities for people to connect with the thoughts and feelings of the growers behind the vegetables they eat every day. He wants to convey through his own efforts that safe and delicious products are created only through the hard work and involvement of many different people. He also hopes to show that sustainable agriculture can be built through a new approach that incorporates flexible thinking, without being bound by traditional mass-production and distribution models.

As the value of agricultural products is reevaluated, farmers will prosper, and even higher-quality vegetables will be produced. A future awaits us where this leads to a virtuous cycle of increased domestic food self-sufficiency and a growing number of people entering the farming industry.

The post “Half a Century of Dedicated Cultivation”: A Tomato Farmer’s New Challenge—“Yoda Farm”—/Chuo City, Yamanashi Prefecture first appeared on NIHONMONO.

Ishinomaki City, Miyagi Prefecture, on the banks of the Kitakami River. In this area, which was severely damaged by the earthquake in the past, a construction company that had been affected by the disaster chose to rebuild through Dutch-style agriculture. The company name “De Liefde” means “De Liefde” in Dutch. The challenge of caring for the people and the land began in 2013 and continues to this day.

Fostering New Hope through Reconstruction

The town of Kamayazaki, Kitakami Town, Ishinomaki City, Miyagi Prefecture, was destroyed by the Great East Japan Earthquake in 2011 and became a no-occupancy zone. De Liefde Kitagami’s challenge began with the desire to “rebuild this place.

We want to be a place where people who want to take on new challenges in agriculture and people who moved to the area after the disaster can gather,” says Mr. Abe, General Manager of the General Affairs Department.

Why a construction company that suffered from the disaster chose “reconstruction through agriculture

De Liefde Kitakami’s predecessor was a construction company involved in thatched roofs. The company was swept away by the tsunami caused by the earthquake, and the land, which had originally been farmland, was difficult to restore due to land subsidence and salt damage. Seeing the land that had been passed down from generation to generation turned into a rubble dump, the company representative was unable to do anything for a while. The turning point came in 2013. A native of Ishinomaki City who works as an agricultural consultant in the Netherlands visited the area.

Creating a sustainable system with Dutch-style agriculture

Dutch-style agriculture is characterized by horticultural facilities that use technology to control temperature, humidity, and CO2 concentration. Furthermore, it specializes in high-yield varieties and maximizes labor and energy efficiency. These mechanisms are realized as profitable agriculture. Upon learning about their highly profitable strategy using cutting-edge technology, they found hope that they could revitalize Ishinomaki and contribute to job creation and population growth, and decided to build the facility.

In 2014, they obtained a subsidy at the timing of the start of the government’s Next Generation Agriculture Support Program, and in 2016, they began full-scale operations. It was the moment when the disaster-affected areas saw the light of recovery.

Tomatoes in Ishinomaki: The Hope of Reconstruction

Tomatoes have long been grown in Miyagi Prefecture, which has abundant sunlight and cool summers. Since the earthquake, however, tomato production in the prefecture has dropped by half due to the flooding of farmland caused by the tsunami. Tomatoes are one of the most popular vegetables in Japan. If we can provide a stable supply of tomatoes even in winter, it will benefit both the growers and the local community. The company also expected that year-round harvesting would be possible through facility gardening.

Achieving both productivity and delicious taste. The reason why restaurants choose De Leaf de Kitakami

The tomato variety grown by De Liefde Kitakami is the “Tomimaru Mucho. It was jointly developed by Japanese and Dutch seed and seedling makers, and combines the sweetness typical of Japanese tomatoes with the high yield of Dutch varieties.

Tomimaru Mucho is also suitable for processing, and is mainly sold to restaurants. The company has gradually developed new customers by explaining the characteristics of Tomimaru Mucho, such as its long shelf life and resistance to water seepage even when sliced. Currently, the company distributes its products to convenience store chains and major hamburger stores.

A Farm that Wins the Minister of Agriculture, Forestry, and Fisheries Award, Creating a Virtuous Cycle for People, the Environment, and the Community

De Liefde Kitakami has introduced highly permeable glass houses instead of ordinary plastic greenhouses. 1.1 ha in size is overwhelming, but the structure is also unique. The high ceilings let in plenty of sunlight and improve air circulation, resulting in a yield that is three times higher than that of an average greenhouse. In addition, IT technology has been utilized to achieve stable shipments and improve the working environment. In recognition of their achievements, they were selected to receive the Minister of Agriculture, Forestry, and Fisheries Award, the highest award in the production technology innovation category of the 2023 National Awards for Excellent Management Entities.

Easy-to-work, friendly farm design for everyone

Taking advantage of the hydroponic cultivation system, the tomato roots are set high. Under the floor is a rail for work carts, allowing harvesting to be done while standing. The low physical load makes it a safe place for elderly people and female staff to work.

Realization of stable employment that is not affected by weather conditions

Until now, agriculture in Miyagi Prefecture has been affected by the weather, making it difficult to stabilize employment. However, in the glasshouses at De Liefde Kitakami, computer-controlled temperature control enables stable production throughout the year, unaffected by weather conditions. Employment is uninterrupted, and the work style has overturned the conventional wisdom of agriculture.

Wood chips and rainwater circulation. Toward Environmentally Friendly Agriculture

Local wood chips are used for fuel and rainwater is circulated. The company has put in place a system for energy self-sufficiency while reducing environmental impact. In addition, they have succeeded in increasing their winter harvest by 20% in a trial cultivation using LED lights.

Toward the next challenge. Walking with the Community into the Future

In 2021, the “Liefde Terrace” restaurant will open on the premises. While working to reduce food loss, the restaurant has also become a local exchange center where several thousand people visit annually, contributing to the local economy.

Outside the facility, blueberry cultivation using coconut shells as culture soil has also started. In cooperation with farmers in Yamagata Prefecture, the company aims to realize a new recycling-oriented model and the sixth industrialization of agriculture.

Mr. Abe is looking ahead, saying, “Rather than just copying Dutch-style agriculture, I want to further develop it in a way that suits this region. The people who have risen from the disaster have a solid sense of hope in De Liefde Kitakami, which continues to take on the challenge of growing its own roots in Ishinomaki.

The post Hope bears fruit in the disaster-stricken area. De Liefde Kitakami,” creating a place for people to gather through next-generation agriculture / Ishinomaki City, Miyagi Prefecture first appeared on NIHONMONO.

The Soga district of Odawara City, Kanagawa Prefecture, is renowned as a prime plum-growing region. Its “Juro Ume” plums, particularly prized for their thick, tender flesh, are considered the highest grade variety for umeboshi pickling. Mr. and Mrs. Saito Tokutaro continue to uphold the traditional craft of waiting until these plums are fully ripe before harvesting them, pickling them solely in salt, and drying them while exposing them to the night dew. Their proven skills, backed by numerous awards, and their sincere approach attract many devoted fans.

The History of Plums Rooted in Odawara

Odawara City in Kanagawa Prefecture has long been renowned as a prime plum-growing region. During the Warring States period, Hojo Soun utilized umeboshi as military provisions, supporting his soldiers with this long-lasting food source. The plums’ medicinal properties and ability to prevent spoilage also made them indispensable on the battlefield.By the Edo period, umeboshi had spread among the common people for medicinal and culinary use, becoming a staple souvenir for travelers passing through Odawara-juku. Umeboshi, useful for preserving lunch boxes and maintaining health, gained enduring popularity as an indispensable preserved food in daily life.

The Soga Plum Grove and the Bustle of the Plum Festival

Against this historical backdrop, vast plum groves formed in the Soga district of Odawara. The three groves of Soga Bessho, Hara, and Nakagawara are collectively called the “Soga Plum Grove,” now home to approximately 35,000 white plum trees.Plums include ornamental varieties like the deciduous Chinese flowering plum (Hanaume) and edible/medicinal varieties like the fruit plum (Miume). Most trees in this area are cultivated for edible plums, producing fruit processed into umeboshi pickles and plum wine for local distribution.

However, Soga Plum Grove aims to leverage not only the harvest but also the beauty and fragrance of the blossoms as a tourist attraction, hosting a “Plum Festival.” The plum trees in full bloom across the landscape from February to March captivate visitors, linking with local specialty sales and tourism to generate regional vibrancy. This scenery, where plum production and tourism are integrated, truly symbolizes Odawara’s plum culture.

The Odawara-born Juro Ume, recognized by the Agency for Cultural Affairs as a “100-Year Food”

While varieties like Shirokaga, Nanko, and Baigo are cultivated in Odawara, the Juro plum stands out as particularly special.Though not yet widely known nationwide, it is actually considered the pinnacle variety for umeboshi (pickled plums). Its thick, soft flesh and small seeds make it easy to eat, and when pickled, it develops a mellow acidity and deep umami flavor. Many who experience its melt-in-your-mouth texture for the first time are surprised, exclaiming, “There’s a plum like this?”

This plum originated in the 1950s. Selected from native seedlings in Ashigarakami District within Odawara City, it was named “Juro Ume” after Soga Juro, a character from the Soga Monogatari, a military tale from the Muromachi period.Perfectly suited to Odawara’s soil and climate, this plum is truly a regional brand to be proud of. Furthermore, to pass on the history and appeal of these “Soga Umeboshi” to the next generation and promote them widely, they were submitted to the Agency for Cultural Affairs’ “100-Year Food” initiative. They were recognized in the “Traditional 100-Year Food Category: Local Cuisine Continuing Since the Edo Period.”

A Producer’s Nightmare

On the other hand, the Juro plum is also notoriously difficult to handle, earning it the nickname “producer’s nightmare.” Its skin is extremely thin, prone to bruising even from slight contact with branches. Harvesting requires picking each plum by hand, and cushions must be placed in the harvest baskets. Furthermore, flipping them during sun-drying is a nerve-wracking task. Because they are fully ripe, the skin tears easily, demanding constant vigilance until the very end.

Furthermore, the fruit sets inconsistently, leading to years with wildly varying yields. This means producers must remain constantly vigilant, from cultivation through processing. Yet, they persist in cultivating Juro Ume because of its unique flavor profile, unmatched by any other plum. Those who have actually pickled Juro Ume plums are captivated by their tenderness and deep, complex flavor. It’s said that after experiencing this, they declare, “I can only use Juro Ume from now on.”

Proven Excellence, Recognized with Multiple Governor’s Awards

In the Bessho district of Soga Ume Forest, Tokutaro Saito dedicates himself to umeboshi production. Together with his wife, they have preserved the traditional method of making umeboshi using Juro plums. Their reliable craftsmanship is widely recognized locally and has earned high praise over the years.

Saitō’s umeboshi have consistently placed at the Odawara Umeboshi Competition, winning awards in both 2023 and 2024. He has also previously received the Minister of Agriculture, Forestry and Fisheries Award and the Kanagawa Prefectural Governor’s Award. As a regular top-ranking entrant at the Odawara Umeboshi Competition, his skill and earnest approach are unquestionable.

Points Evaluated at the Competition

The Odawara Umeboshi Competition rigorously judges appearance, including size, uniformity of the plums, skin condition, and color. During tasting, the balance of softness, acidity, and saltiness is evaluated. Mr. Saito’s umeboshi are characterized by meltingly soft flesh and a mellow flavor where the saltiness is perfectly rounded. They are highly regarded not only by judges but also by consumers.

A commitment to refining technique

The competition is not just about results; it’s a stage reflecting the accumulation of daily effort. It demands meticulous attention to detail: how to achieve both softness and uniformity in size, how to harmonize acidity and saltiness. Mr. Saito states, “I’ve exhausted all possible innovations. Now it’s just about continuing without cutting corners.” While lacking flashiness, it is precisely this accumulated experience and sincere work that leads to recognition.

A Foundation Built Over 10 Years as a Plum Farmer

Saitō Tokuo’s family farm cultivated plums, mandarin oranges, and kiwis. A large soy sauce brewery stood next to their home, immersing him in food and fermentation culture from childhood.

After entering the workforce, he pursued a career as a chef. However, his father passed away early, leading him to decide to take over the family business in his late 40s. It was at this point he began seriously engaging in agriculture. In reality, he has only been fully dedicated to farming for about 10 years. Nevertheless, he shifted to a life centered around the fields, cultivating primarily plums, along with Kanagawa Prefecture’s “Harumi” rice and the “Hayward” kiwi, renowned for its excellent balance of sweetness and acidity, adapting to each season.

Family and Commitment Supporting the Farm

After his transition, he has continued his journey alongside his mother and wife, sharing the work and tending the fields together.There was a period when he worked as a chef during the week while helping with farm tasks, but since becoming a full-time farmer, his days revolve around checking the weather forecast and planning his work accordingly. He has a particular dedication to pruning, which improves sunlight exposure and airflow to prevent pests and diseases. He finds great satisfaction when his pruning yields good fruit. Though his history as a farmer is still short, his experience in the food industry and his family’s support form a strong foundation for Mr. Saito’s farming.

Capturing the moment of perfect ripeness: Drawing out the flavor of Juro plums with salt and sun

Saitō’s approach to making umeboshi begins with a unique dedication right from harvest. He meticulously gathers only plums that have ripened to the point of nearly falling from the tree naturally. The fruit, turning from yellow to orange and beginning to release its fragrance, has soft flesh that yields melt-in-your-mouth umeboshi. Judging this point is no easy task, requiring daily observation of the orchard.As they are highly susceptible to rain and wind, even the slightest timing discrepancy directly impacts quality. Mr. Saito’s approach is to never cut corners here.

Traditional flavor with 18% salt content and summer sun drying

After harvesting, the plums are carefully selected, coated in salt, and pickled under a weight.The salt content is kept at 18% as a standard, adhering to the traditional method that balances preservation and flavor. The “white umeboshi,” finished with salt alone, is a serious challenge with no room for compromise, unlike the mellow-tasting umeboshi made with added honey or other ingredients. Extracting the softness of the flesh and the mellow acidity requires judgment backed by experience.

After the rainy season ends, the next step is sun-drying. Saito-san places great importance on “Doyou-boshii” drying, where the plums are exposed to the night dew for three days and three nights.The repeated exposure to strong daytime sunlight and nighttime humidity softens the skin and concentrates the umami in the flesh. The drying process requires turning each plum over individually, a nerve-wracking task for the Juro plum, whose skin is prone to tearing. Still, Mr. Saito insists, “This extra effort determines the flavor,” and continues to uphold the traditional method.

Characteristics of the Finished Product

The finished umeboshi are characterized by a melt-in-your-mouth softness and uniformly large, plump plums. The acidity is mellow, the umami is richly pronounced, and the saltiness is rounded into a deep, complex flavor. It’s precisely this assured quality that leads many who taste them to agree: “Nothing but Juro plums will do.”

The Premium Brand ‘Unjou’ – Only a Few Kilograms Certified from 2 Tons

Mr. Saito’s umeboshi are also selected for the Odawara City-certified regional brand ‘Unjou’. The standards are so strict that even after pickling 2 tons, only a few kilograms from his family’s batch are certified, meaning only a very small portion of the umeboshi are chosen. The conditions are rigorously checked: the fruit must be at least 4L size (42mm diameter), have a uniform shape with a clean, taut skin, possess beautiful color, and deliver a reliable taste.Salt content is another key criterion. “Then there’s the salt content,” Mr. Saito explains. “We pickle them at 18%, and they must finish below 20%. They absolutely must be under 20%.” He strictly adheres to this standard. Ujō-certified umeboshi are sold individually packaged as a premium product, priced around 300 yen per plum. Being selected this way is also a badge of honor, an achievement only a limited number of farmers within the city can attain.

Pride Spreading with the Community

Once certified as ‘Unjō’, the umeboshi are sold as the city’s official brand in department stores and elsewhere, increasing consumer exposure. This isn’t merely sales promotion; it enhances trust in Odawara’s agricultural products and builds pride for the entire region. Mr. Saito himself strongly feels that “my umeboshi represent the region” and carries a sense of responsibility to pass this legacy on to the next generation.

A Future Built on Each Plum’s Dedication

Saito’s farming journey has been walked alongside his family’s support. The experience and ingenuity accumulated over the years have forged the reliable techniques that draw out the charm of the Juro plum. His traditional white umeboshi, pickled only in salt, delivers a finish that perfectly preserves the flesh’s softness and deep umami. Served alongside freshly steamed hot rice, it makes you unable to stop eating.”I can’t do anything flashy, but continuing earnestly is what matters,” says Saito, infusing each and every plum with sincerity. It is this quiet passion that will continue to be the driving force supporting Odawara’s plum culture.

The post Consecutive recipient of the Governor’s Award. Juro Umeboshi made by Tokuo Saito, renowned for its melt-in-your-mouth flesh / Odawara City, Kanagawa Prefecture first appeared on NIHONMONO.

Seri (Japanese parsley) has long been an indispensable part of Japanese cuisine and is used in spring dishes such as shichigusa-gayu (rice gruel with seven herbs). Natori City in Miyagi Prefecture is famous for Sendai Seri. Takahiro Miura, the representative of “Miura Noen,” is the driving force behind the spread of “Seri Nabe,” a Sendai/Miyagi specialty. The Seri grown by Mr. Miura are in great demand by restaurants, and are hard to find. What is the reason why “Seri nabe” has become a representative gourmet dish of Sendai?

Sendai Seri” has been grown in the soil of Natori City for 400 years.

Production of Seri started in Natori City about 400 years ago, and people in Sendai used to eat it as Zoni or Nanakusa-gayu (rice boiled with seven herbs). Seri has been grown in this area because the soil is suitable for its cultivation. According to Mr. Miura, the soil is suitable for growing lotus root and kuwai, which are grown in marshy areas where “water comes out when the soil is dug a little. Mr. Miura makes the most of such blessed soil and practices agriculture that is close to nature.

Connecting Nature and People as a “Translator of the Land

As a seri farmer, there is one thing that Mr. Miura values most. He makes sure that his produce arrives on the plates of those who eat it in good condition.

He says, “I don’t want to just sell them and be done with it. I always think that I have to be the most demanding customer. The role of a farmer is to be a “translator” of the soil, ecosystem, and water. I try to verbalize what kind of creatures and plants exist in the land,” says Miura calmly.

Miura believes that conveying the value of things rooted in the land is the meaning and value of being a farmer, and that he is a link between the past and the future.

Aiming for Nature-Positive Cultivation

Mr. Miura’s goal is to cultivate his crops in a nature-positive manner. This means reducing the negative impact of human activities on the natural environment and promoting the restoration and diversity of ecosystems.

He does not use pesticides or chemical fertilizers, but instead incorporates organic matter to create an environment that pleases the creatures in the soil, such as Japanese stoneworms and gengorou (Japanese gengorou). The more organisms that are introduced, the richer the soil becomes, which in turn leads to tasty crops. Organic fertilizers used include fermented grouper, soybean oil meal, and chicken manure. Although chicken manure is fast-acting, it tends to be high in phosphoric acid, so he increases the use of fish meal and other amino acid-based fertilizers to maintain a good balance.

Careful manual labor at Miura Farm

The cucumber harvest season is from September to May. When the sprouts turn green and grow to about 50 cm in length, it is time to harvest. The farmers enter the rice paddies wearing waterproof ties and pull out the celli one by one by hand, then rinse off the mud and begin shipping. After harvesting, yellow or damaged leaves are sorted out. Only about 40% of the cherries are actually shipped. The remainder are all omitted from the sorting stage. I try to produce only what I would like to eat myself, thinking of the faces of the people who will eat it,” he says.

Local ingredients take center stage. The Origin of Seri Nabe

Speaking of nabe using Japanese parsley, “Kiritanpo nabe” in Akita is well-known. However, the main ingredient is kiritanpo, and seri does not appear in full force. In Sendai, however, the star of the Seri nabe is the Sendai Seri.

Mr. Miura invented this “seri nabe” about 20 years ago. Although Sendai is famous for its beef tongue, sasakamama, hagi no tsuki, and zunda, many of the ingredients are not from Miyagi Prefecture, so he wanted to create a specialty using local ingredients.

A unique Miyagi specialty that took shape through collaboration with chefs

At the time, celeri was eaten mainly by the stem, and the leaves and roots were often discarded.

But all parts are delicious. So I thought it would be nice to have a dish where you can taste the whole thing,” he says.

After consulting with the owner of Inaho, a kappo restaurant near Sendai Station, Mr. Miura developed “seri nabe” around 2003 to 2004. The dish gradually spread, especially among restaurants in Sendai, and gradually became established as a winter delicacy.

It was also the time when social networking services were becoming popular, and he made sure to put the Seri in heaps and put the roots on top to draw people’s attention to the dish. He says, “You can’t tell what it tastes like unless you eat it. But if you can get people interested in the appearance, you can create opportunities,” says Miura.

Tasting all aspects of the Japanese parsley, from the leaves to the roots

One of the main characteristics of seri nabe is that the roots are eaten. Organically grown Seri have a distinct sweetness and aroma at the base of the stem and near the roots, and when added to the nabe, their delicious flavors blend together perfectly. Until then, people in Sendai had never eaten the celeri root, but as more and more people became aware of its deliciousness, it has become the symbol of “Sendai celeri. The tasty parts also vary with the season, with the roots in fall and winter and the sprouts in spring.

As for meats that go well with “seri nabe,” the restaurant recommends chicken and duck, as well as fish and gibier. Miura says that there is no set rule for the broth, and that the fun part is being able to compare different restaurants.

Seri-nabe culture spread after the earthquake

At first, seri nabe gained a reputation among local “foodies” for being “delicious. However, it was not until the Great East Japan Earthquake that it became widely known. In support of the recovery efforts, many people began to ask for the “Seri nabe” to be paired with Miyagi sake. Since many other dishes relied on ingredients from outside the prefecture, the use of locally produced Seri was a significant contribution to the local economy. The use of locally produced Seri was also a major factor in promoting awareness of Seri nabe, as visitors to the disaster-affected areas were encouraged to eat local food and show their support.

Mr. Miura believes that “the original taste of Seri can be conveyed only in this region. Therefore, with a few exceptions, sales are limited to stores in Sendai City. He says, “Getting people to eat it here will ultimately help to revitalize the local economy.

Over the past 20 years, he has doubled the price of his products. Connecting Local Agriculture to the Future

Thanks to the popularity of “seri nabe,” demand for seri in Miyagi Prefecture has increased over the past 20 years, doubling its price. In fact, according to data provided by the Miyagi Agricultural Cooperative, in 2007, shipments totaled 622 tons and the value was 490 million yen; in 2019, despite shipments of 345 tons, the value was over 550 million yen. It can be seen that the amount of shipments has halved due to the aging of producers and other factors, yet the value of these shipments has risen.

This has led the younger generation to choose seri farming as a career, which is helping to solve the shortage of successors.

Miura says, “I think this is an example of how important local connections can be made if the producer, distribution, and the place where the food is consumed are well connected. And by incorporating local gastronomy, or the climate, history, and culture of the region into the cuisine, this example can be made in many different regions. Just as the success of “seri nabe” has doubled its price, Miura offers hope that there is a better future if we delve into the culture of our own region.

Raising the Next Generation of Seri Farmers and Revitalizing Sendai

Mr. Miura’s dream is to increase the number of Seri farmers and expand environmentally friendly farmland while protecting wetlands. He also hopes to create a platform and textbooks that will help the younger generation enter the farming industry and serve as role models. We will also continue to educate the younger generation, such as through nutrition education.

Mr. Miura has continued to promote “seri-nabe” and has made it a Miyagi specialty. He will continue to serve as a role model for regional and local gastronomy.

The post Seri Nabe” Revitalizes Sendai. Takahiro Miura, Representative of Miura Noen / Natori City, Miyagi Prefecture first appeared on NIHONMONO.

By developing a unique aging method and branding sweet potatoes with a sugar content of 50 degrees or higher as “Golden Honey Sweet Potatoes,” we’ve created “a sweet potato everyone wants to eat—whether small, large, or oddly shaped.” In 2024, we achieved the opening of our company-operated cafe. We delve into the challenge of Ishida Farm, which succeeded in reducing food loss during production and giving sweet potatoes new value.

The Beginning of a Generations-Old Sweet Potato Farm’s Challenge

Katori City is located in northeastern Chiba Prefecture. The Sawara district, the city’s center, retains its historic streetscape from the Edo period when it prospered through water transport on the Tone River, and is designated a National Important Preservation District for Groups of Traditional Buildings. Meanwhile, the Kurimoto district in southern Katori City, where the Hokusō Plateau stretches out, is an area thriving in field crops and livestock farming.

Chiba Prefecture ranks as Japan’s third-largest sweet potato producer after Kagoshima and Ibaraki Prefectures. The Hokusō Plateau’s well-drained soil, rich in minerals and composed of Kanto loam, is considered ideal for sweet potato cultivation. Within Chiba, major production areas include Kurimoto in Katori City, Narita City, and Tako Town, all situated on this plateau.

It is Ishida Farm that is developing its business by fully utilizing the characteristics of Katori City. In Kurimoto, they are creating a new sweet potato brand called “Kinmitsu Imo” (Golden Honey Sweet Potato), and in Sawara, a popular tourist destination, they have opened the cafe “Kinmitsudo”.

I want to reduce sweet potato loss.

Ishida Farm has been growing sweet potatoes here since 1820, with Yudai Ishida representing the eighth generation. Annual sweet potato production is approximately 300 tons. For their “Kinmitsu Imo” brand sweet potatoes, known for their high sugar content and “rich, creamy, and moist texture,” they primarily use the “Beniharuka” variety.

After graduating from university, Mr. Ishida worked for three years at a company providing corporate PR consulting before taking over the family business. His decision stemmed from the high losses inherent in sweet potato production and his belief that “rather than focusing on mass production, I want to think about how to deliver them.”
*** Translated with www.DeepL.com/Translator (free version) ***

Approximately 70% of the sweet potatoes produced are irregularly shaped, too small, or too large. Despite their good taste, these so-called non-standard potatoes struggle to enter the market and are often discarded or sold at low prices. This led Mr. Ishida to conceive a brand that would be valued regardless of standards by cultivating high-sugar sweet potatoes. “Rather than mass-producing sweet potatoes that meet specifications, we prioritize how our customers will value them,” Ishida emphasizes. In 2018, Ishida Farm was incorporated, and development of the “Kinmitsu Imo” began. The origin of this idea traces back to when Ishida once asked his grandfather, “How can we make sweet potatoes sweeter?” The question stemmed from a desire to create sweet potatoes valued for taste, not shape, since freshly harvested ones aren’t sweet yet. Guided by his grandfather’s answer, he later scaled up this method, leading to the current differentiation.
*** Translated with www.DeepL.com/Translator (free version) ***

Establishing Short-Term Aging Methods and Soil Improvement in Vineyards

Typically, freshly harvested sweet potatoes have a sugar content of around 10 degrees, but this gradually increases as they mature. “Even with previous methods, we occasionally achieved 50 degrees, but we consistently push ours beyond 50 degrees,” says Mr. Ishida. Ishida Farm sells only sweet potatoes exceeding this 50-degree sugar content as “Golden Honey Sweet Potatoes.” When these Golden Honey Sweet Potatoes are roasted and then dried, their sugar content can sometimes reach 75 degrees. Achieving such Golden Honey Sweet Potatoes required careful refinement of the aging method and meticulous soil preparation in the fields.
*** Translated with www.DeepL.com/Translator (free version) ***

We want to eliminate the supply-demand gap caused by long-term aging.

Sweet potatoes are typically harvested in autumn. After undergoing long-term aging for about 150 to 180 days, the starch within the sweet potatoes converts to sugar, increasing their sweetness. Ishida Farm also possesses a long-term aging facility where temperature and humidity can be controlled. Starting around March, they begin shipping sweet potatoes that have had their sugar content enhanced in this aging facility. However, Mr. Ishida points out, “During the peak demand period for roasted sweet potatoes from December to February, the maturation period is still too short, so we can only supply potatoes with a sugar content of around 30 to 40 degrees. Using the traditional maturation method creates a supply-demand gap.”
Therefore, Mr. Ishida embarked on developing a short-term maturation method to achieve year-round shipments of sweeter sweet potatoes.
*** Translated with www.DeepL.com/Translator (free version) ***

Development of a Short-Term Aging Chamber

The short-term sweet potato ripening cellar developed by Ishida Farm is an underground chamber dug horizontally through the soil and enclosed by earthen walls. Its appearance, resembling a cave, is quite different from the impression of an artificially climate-controlled long-term ripening cellar. Mr. Ishida built this ripening cellar inspired by a story he heard from his grandfather, a senior farmer: “Sweet potatoes harvested in autumn became sweeter when stored underground.”
Mr. Ishida explains, “The earthen-walled storage chamber has slight temperature variations. Applying this stress through temperature fluctuations is the key to sweetening sweet potatoes quickly.” However, this environment also places stress on the sweet potatoes. This rapid aging method makes the sweet potatoes prone to spoilage, requiring several years to establish the technique.
*** Translated with www.DeepL.com/Translator (free version) ***

Developing sweet potatoes suitable for short-term ripening

Mr. Ishida emphasizes, “Soil preparation is key to short-term ripening.” Cultivating sweet potatoes resilient enough to withstand demanding conditions made soil preparation in the fields indispensable.

“My father, who has farmed for many years, handles the core aspects of fertilizer design and soil preparation, consistently supporting the agricultural approach I envision.” Beyond this close collaborator, the Ishida family possesses several fields cultivated over centuries, creating an environment ideal for growing high-sugar sweet potatoes. This is precisely why Mr. Ishida confidently asserts that even if someone built a maturation facility identical to Ishida Farm’s, replicating their results would be far from simple.

As a result, Ishida Farm now consistently achieves a sugar content of 50 degrees within a remarkably short 40 days after harvest.
*** Translated with www.DeepL.com/Translator (free version) ***

From the challenge of branding to the stage of creating regional appeal

Ishida Farm does not ship through wholesalers. Instead, nearly all of its production is sold directly through department stores, high-end supermarkets, and its own online shop. This approach aims to enhance brand value by directly conveying the passion invested in the Kinmitsu sweet potatoes. This commitment led to the opening of the company-operated cafe, “Kinmitsudo.”

Opened the company-operated cafe “Kinmitsudo”

In 2024, Mr. Ishida opened “Kinnmitsudo,” a cafe specializing in sweet potato parfaits, in the heart of Sawara, a popular tourist destination.

“I want to deepen connections within Katori City itself,” he said, renovating a former tatami shop to blend harmoniously with the old townscape. The space, exuding Taisho-era romance, serves sweets and drinks generously featuring sweet potatoes. The highlight is the parfait supervised by Tenra Miyoshi, who runs a perpetually booked parfait specialty shop. Using sweet potato-based, highly talked-about sweets as a hook, it functions as one of the bases for introducing tourists to the farm.

While Kinmitsudo has become a popular weekend destination, Mr. Ishida shares his vision: “I want to further connect agriculture with tourism. By doing so, I hope to create even more opportunities for people to learn about sweet potatoes and Katori City.” Ishida Farm’s ongoing challenge to elevate the value of sweet potatoes is expanding into a stage where it enhances both agriculture and the region’s appeal.
*** Translated with www.DeepL.com/Translator (free version) ***

The post Mr. Yudai Ishida of Ishida Farm, creator of the high-sugar sweet potato brand “Kinmitsu Imo” / Katori City, Chiba Prefecture first appeared on NIHONMONO.

Located in the southeastern part of Gunma Prefecture, between the Tone River and the Watarase River in Ora-gun Ora-machi, Vegeta Co. Among the Chinese cabbages grown in this region, only those that meet strict standards are marketed as “Murabijin,” a brand of Chinese cabbage, successfully differentiating it from others.

Farming is interesting. I want to prove it.

Ora-machi, located in Ora-gun, Gunma Prefecture, is in an area known as the Tosuma area, where the Kanto Loam layer, formed by volcanic ash deposited by the eruptions of Mount Akagi and Mount Haruna, is widespread. This area is blessed with black earth (organic soil) derived from the volcanic ash, and the high quality of this soil, which is rich in organic matter, combined with the cold wind called “Akagi Oroshi,” which blows down from Mount Akagi, makes for the healthy growth of delicious vegetables. Among them, the Chinese cabbage grown here in the winter is large, tender, and sweet, and has become a specialty of Ora Town.

While many farmers in the town grow their own specialty, there is a brother and sister farmer who grows a higher quality White Chinese cabbage with the same level of sugar content as mandarin oranges and pears compared to the average White Chinese cabbage. They are the Matsushima brothers of Vegeta Co.

Despite opposition, they quit their jobs and entered farming

The Matsushima family has been farming for generations. Akinori Matsushima and Keisuke Matsushima grew up watching their grandfather working in the fields. Despite their fascination with the fields, after graduating from college they worked as office workers, but when their grandfather became ill, their younger brother Keisuke took over the entire farm and began farming.

My brother started farming first, and two years later, I decided to take over farming myself, so we started farming together in earnest,” recalls Akinori, the elder brother.

He became a farmer because he thought there was great potential in agriculture at a time when the lack of successors to farming families due to the aging of the population is becoming a problem. At the time, however, the size of the farm he took over was about 1/100th of what it is today. It was really a small start.

When I first took over the farming business, no matter who I talked to, I was always told that being a farmer was not the way to go.

Still, he believed in the possibilities of growing Chinese cabbage, and he began a trial-and-error process to see how he could produce “better-tasting” Chinese cabbage.

The fun of farming is that the more you do, the more you get out of it.

Originally, the climate of Ora-cho is suitable for growing Chinese cabbage. In winter, there is little rainfall, and a strong northwesterly mountain wind called “Akagi Oroshi” blows continuously, making the land dry. The temperature drops below freezing in the mornings and evenings, and the added stress of “cold” causes the Chinese cabbage itself to store sugar to prevent freezing and become sweeter as a defensive instinct. This dryness and low temperatures make the climate suitable for producing high-quality Chinese cabbage.

In addition, the soil is also strong. The volcanic ash soil, known as “kuroboku,” has both water retention and permeability, which are contradictory properties, due to the soil’s densely packed structure, which allows for good drainage and fertilizer retention. This makes it easy to grow Chinese cabbage, which requires a lot of energy in the field.

The soil is suitable for Chinese cabbage, but if we continue to grow it, the power of the field will gradually decrease, so to maintain the power of the field, we plant cattle manure and green manure made from the plants themselves and add organic matter to keep the microorganisms moving,” says his brother, Keisuke.

Even if you grow the same variety of vegetables in the same climate and soil, you will not get the same flavor. That is what makes it so interesting.

We are particular about not only soil preparation but also seedling cultivation, meticulously managing water from the moment the seeds are sown and using our own seedling culture medium.

The Chinese cabbage grown with love in this way is mainly shipped as “Oubijin,” a brand of Chinese cabbage from the town of Ora.

We want many people to know about our branded Chinese cabbage.

The Matsushima brothers are particular about soil preparation and seedling cultivation, and grow high value-added Chinese cabbage such as “Oubijin,” a brand of Chinese cabbage from Ora-machi. They started farming with no experience at all, but once they were able to produce stable shipments of high quality vegetables, they began to think that they would like to tell the world how wonderful their lovingly grown Chinese cabbage is.

Originally, Ora-machi was a production area of high quality Chinese cabbage, but it was not well known to the world, so they started their own SNS to let many people know the characteristics of their brand of Chinese cabbage. They have also taken the lead in media appearances to promote the hakusai of Ora-machi. Thanks to their efforts, the name recognition of the branded Chinese cabbage is slowly spreading, and Ora-machi is beginning to be recognized as a production center of tasty, visually appealing, and impactful Chinese cabbage.

Oubijin” has established itself as a regional brand. Among them, the Chinese cabbage produced by the Matsushima brothers has gained a reputation for being particularly sweet. They began to explore branding their own Chinese cabbage, including sales channels.

Cultivating their own sales channels and creating a new form of agriculture

The Matsushima brothers have done everything they could think of because they started farming with no experience: producing high-quality Chinese cabbage, branding the region, and creating their own brand. Based on their experience as businessmen, they established an agricultural corporation, Vegeta Corporation, in 2019, believing that “managing” agriculture in a way that ordinary farmers do not will lead to the future development of agriculture. Under its own strict internal regulations and special management, the company will perfect its house brand of “yellow-core Chinese cabbage pole” and develop its own sales channels through direct contracts with supermarkets.

Nowadays, there are EC methods such as “Eat Choku” where farmers sell their produce directly to consumers, but when Vegeta was first established, the only sales channel was wholesaling designated varieties of vegetables to agricultural cooperatives. Having a website as an agricultural corporation itself was a rarity. While shipping to the market, Vegeta began to deal directly with supermarkets that had seen its website and inquired about its products.

We were absolutely confident of the deliciousness of the product, so we just wanted people to try it once and understand the merits of our Chinese cabbage,” he said.

These steady activities began to bear fruit little by little after the TV appearance.

Balancing farmland and business scale

After establishing the company, the Matsushima brothers expanded their farmland to increase the size of their farm and actively hired full-time employees and trainees from overseas to help develop their staff. In order to promote what the Matsushima brothers consider “new agriculture,” one of the challenges is to secure farmland. This is because Vegeta currently owns about 180 farmlands scattered over a 15-kilometer stretch from east to west.

When a newly expanded field is adjacent to abandoned farmland, there are many problems, such as insects and trees growing in the field and hitting the tractor. We want to take care of the land before that happens, but we are legally prohibited from cultivating other people’s land without permission, so we are currently unable to do anything about it,” said Akinori.

The inability to purchase adjoining fields has prevented the accumulation of farmland, leaving only a mosaic of farmland, which makes it difficult to manage and costly to travel long distances to do the work.

The problems are piling up, but sometimes things turn out well, depending on the way things are done,” he said. We make mistakes, but we want to move forward while keeping data on our failures, and it is motivating when you realize that your actions are improving things,” says Keisuke.

He would like to move away from the conventional farming style, in which what he produces is put on the market and priced, and grow into a farmer who can maintain the scale of his business in response to what his customers want.

Changing the public’s perception of farmers

While the sugar content of most white radishes is about 6 degrees, the sugar content in the center of Vegeta’s white radishes is 11 degrees at its highest point. It is called a “fruit-like vegetable,” but the challenge for the future is how to pass on the cultivation methods, such as soil preparation and fertilizer design, to the next generation of growers.

Some people grow the same variety in the same area, but it is not sweet at all. I would like to keep solid data in agriculture, which has always been very sensible, and in the future, with an eye on IT farming, I would like to further improve the quality of Chinese cabbage and increase the unit price.

The brothers started farming as amateurs with a small field, and now they are the biggest farmers in town, with a field about 100 times the size of the one they had then.

Farming is a wonderful profession that is interesting, cool, and profitable. I want to tell as many people as possible that farming is a dream job that will brighten the future of the community.

The Matsushima brothers, who deliver vegetables that shock and impress, will continue to enliven the local farming industry and communicate the fun and potential of agriculture.

The post Aiming to improve the status of farmers. Agricultural Reforms Taken on by Vegeta Corporation / Ora-machi, Gunma Prefecture first appeared on NIHONMONO.