Holding of "Hitoyoshi Kuma Agricultural Future Project" Results Briefing

Philip Morris Japan LLC (Headquarters: Chiyoda-ku, Tokyo, President: Kostas V. Vlachos, hereinafter PMJ) and RCF (General Incorporated Association) (Headquarters: Shinjuku-ku, Tokyo, hereinafter RCF) held a results briefing for the "Hitoyoshi Kuma Agricultural Future Project," which has been promoted since June 2023 with the aim of the sustainable development of agriculture in the Hitoyoshi Kuma region of Kumamoto Prefecture, on June 30, 2026 (Tuesday) at the Kumamoto Prefectural Government.

Project Overview

This project has provided support for the challenges facing regional agriculture, such as a shortage of successors and an aging population. Since its launch in 2023, we have worked towards the sustainable development of agriculture in the Hitoyoshi Kuma region through agricultural information dissemination, network building centered on young farmers, and model projects. At this briefing, held upon completion of the planned period, young farmers who participated in the project and representatives from both companies reported on the results and support achievements of a total of 20 initiatives over three years, including the introduction of smart agricultural technologies such as drones, utilization of spot workers, and regional network formation, to Mr. Kei Kimura, Governor of Kumamoto Prefecture.

At the briefing, Governor Kei Kimura presented PMJ President Kostas V. Vlachos with a letter of appreciation in recognition of his contributions to the promotion of regional agriculture.

Main Achievements and Initiatives

1. [Productivity Improvement] Significant improvement in work efficiency and cost reduction through technology introduction

・Introduction of agricultural drones (Nishiki Town, Taragi Town):

Industrial drones, the first in the region for open-field vegetable (leek) cultivation, were introduced. This succeeded in reducing the time required for pesticide application, which previously took two people a total of 30 minutes, to just 5 minutes for one person (approximately 83% reduction in work time). With improved productivity, the cultivation area is planned to expand from 3.5ha to 7ha in the future.

・Golden Apple Snail Countermeasures (Hitoyoshi City, Asagiri Town, Nishiki Town):

"Sukumichi," a golden apple snail trap, the first in the region, was introduced across a total area of 10ha (306 units). In addition to reducing environmental impact through pesticide-free methods, a cost reduction effect of up to 45% (5-year average) was recognized.

・Abandoned Farmland and Grass Cutting Countermeasures (Nishiki Town, etc.):

Four successor models were demonstrated in collaboration with a "women's group (Smart Nogyo Kai)," "other industries," "regional leading farmers," and "government." The electric grass cutters introduced to the women's group achieved approximately a 49% weight reduction compared to conventional models, showing a path for new personnel to be active in farmland management.

2. [Branding] Increased recognition and matching in conjunction with Kumamoto Prefecture's policies

・In collaboration with Kumamoto Prefecture's "Food Capital Kumamoto" initiative, 10 farmers from this project participated in the "Three-Star Gourmet Festival & Farmers' Market." The appeal of Hitoyoshi Kuma products was directly communicated to approximately 600 consumers.

・A matching tour was conducted between chefs in Kumamoto City and local farmers, resulting in concrete sales channel development, such as the continued handling of Hitoyoshi Kuma rice at restaurants and the development of menu items using local specialty leeks.

3. [Securing Human Resources and Network Formation] Promotion of exchange among young farmers and support for starting farming with parental support

・A total of 7 exchange meetings, "Hitoyoshi Kuma Farmers' Meetup," were held for motivated farmers throughout the Hitoyoshi Kuma region, along with study sessions on the utilization of spot workers. This led to the formation of a cross-regional network with a total of 500 participants.

・Based on interviews with prospective farmers who will take over from their parents (12 children, 3 parents), exchange meetings were held with senior farmers and government officials. This created opportunities to resolve concerns and increase awareness of systems, laying the foundation for securing future successors.

Comments from Stakeholders at the Results Briefing

[Kei Kimura, Governor of Kumamoto Prefecture]

"I would like to express my gratitude to Philip Morris Japan LLC for providing great strength to Hitoyoshi Kuma through this project, and for holding this results briefing.

The three pillars of this project, productivity improvement, branding, and human resource acquisition/network formation, are all important themes for achieving "profitable agriculture" as advocated by the prefecture and for its continuation, and I believe they are initiatives that connect to the agriculture of the entire prefecture. I feel that the passionate activities and initiatives of everyone, accumulated over time, will lead to a new leap forward for the prefecture's goal of becoming a "Food Capital Kumamoto."

The prefecture is implementing various employment support measures to secure and train agricultural successors. Moving forward, I believe it is necessary to collaborate between the public and private sectors, as in this project, and to continue to create together towards significant achievements. I sincerely hope that you will value this connection and continue to provide your support for the future of the Hitoyoshi Kuma region."

[Kostas V. Vlachos, President, Philip Morris Japan LLC]

"As a company operating in Japan, PMJ is promoting a business transformation centered on smoke-free products, while considering all people and the environment affected by our business in various ways. We are also working to contribute to local communities by improving smoking environments nationwide and supporting disaster recovery.

As part of these efforts, we began supporting agricultural promotion in the Hitoyoshi Kuma region, following our support for recovery from the Kumamoto earthquakes and heavy rains. Since 2023, we have been working towards the sustainable development of agriculture by addressing regional challenges through measures such as forming networks of young farmers, disseminating information, and supporting the introduction of smart agricultural technologies. We hope that the experience and knowledge gained through this project as a result of three years of work will contribute to the sustainable development of regional agriculture, and we express our sincere gratitude to all participating farmers and all stakeholders who have cooperated with us."

"Hitoyoshi Kuma Agricultural Future Project" Implementation Overview

Activity Period: June 2023 - June 2026

Support Details: Implementation of a total of 20 projects (productivity improvement, branding, human resource acquisition/network formation)

Supporting Entity: Philip Morris Japan LLC

Operating Organization: RCF (General Incorporated Association)

Project HP: https://withtheriver.com/

Hitoyoshi Kuma Agricultural Future Project note: https://note.com/rcf_agri

Implementing Entities

[Philip Morris Japan LLC]

Philip Morris Japan (PMJ) is a subsidiary of PMI in Japan. Since starting operations in Japan in 1985, as a responsible company, we have been engaged in various social contribution activities in Japan for a long time to contribute to the sustainable development of local communities. We provide necessary support in collaboration with NPOs and other organizations with specialized knowledge and experience to disaster-stricken areas and regions facing diverse challenges. Furthermore, PMJ contributes to the realization of a healthier and more sustainable society through various CSR activities.

▶History of Disaster Support: https://www.pmi.com/markets/japan/ja/sustainability/action-nippon

▶Company HP: https://www.pmi.com/markets/japan/ja/company

[RCF (General Incorporated Association)]

Established in 2011 as the "RCF Reconstruction Support Team" in response to the Great East Japan Earthquake. As "Social Business Coordinators" responsible for planning reconstruction and social issue-solving projects and coordinating stakeholders, we have been involved in over 40 social businesses with more than 30 affected municipalities and over 10 companies. Together with Philip Morris Japan LLC, we are planning and promoting projects to create the future of agriculture in Iwate, Kumamoto, and Aomori through the "Iwate Agricultural Future Project," "Hitoyoshi Kuma Agricultural Future Project," and "Aomori Sanpachi Agricultural Future Project."

▶Organization HP: https://rcf311.com/