From a Single Smoothie, More Children Dream of Becoming Farmers
This article describes a project by Yutaka LLC to increase the number of children who aspire to be farmers. They aim to achieve this by connecting urban dwellers with producers through a smoothie stand called 'YAOYA' in Tokyo, allowing them to experience the story behind their food and fostering a desire to visit farms and meet the producers. The initiative seeks to transform encounters with valuable produce from special events into everyday occurrences, ultimately making farming a common and admired career choice for children.
📋 Article Processing Timeline
- 📰 Published: April 1, 2026 at 18:30
- 🔍 Collected: April 1, 2026 at 10:15
- 🤖 AI Analyzed: April 16, 2026 at 20:52 (370h 37m after Collected)
“What do you want to be when you grow up?”
Children asked this in the classroom, answer with a slight blush:
“A farmer.”
Such a scene is no longer unusual.
That is the future we want to make commonplace in 10 years.
■ It all started with a single smoothie
It might have started with a casual smoothie.
“This is delicious!”
“That’s a vegetable harvested this morning by Mr./Ms. 〇〇 from Akita Prefecture.”
From such a conversation between parent and child, the child learns about the existence of a “producer” for the first time.
By knowing who grew it and with what feelings, a desire to “meet this person!” emerges.
When that feeling sprouts, food is no longer just consumption.
Then, the next weekend, they visit the farm with their family, touch the soil, help with the harvest, and share a meal together.
Someone smiles and says, “This vegetable I harvested is delicious.”
That experience leaves a lasting impression.
Eventually, it transforms into an admired job, inspiring thoughts like “That’s cool!” and “I want to try that!”
■ Why we want to increase the number of children who want to be farmers
Through the planning and operation of the regional revitalization event “Yonana Meets,” we have built connections with farmers and local governments across Japan.
We have also developed and offered dishes using vegetables that are difficult to market due to being off-spec, and through the experience of “deliciousness,” we have conveyed the story behind the ingredients and contributed to reducing food loss.
What we have felt through these activities is the reality that truly valuable things are rarely encountered in daily life.
That is why we want to create an entrance where people can encounter “value that passes by unnoticed.”
■ From events to “everyday life”
Many of the encounters that have occurred so far have been in the “special setting” of events.
That is why our next goal is to make these encounters “something that happens naturally in everyday life.”
Yutaka LLC will open “YAOYA,” a smoothie stand in Tokyo that connects producers nationwide with people living in Tokyo.
■ A system that connects with “producers”
“YAOYA” is not just a place to drink smoothies.
It is a place where people learn the story behind the ingredients and develop a desire to “meet” and “know more” about the producers.
Through such experiences at the store, people are inspired to visit the production areas, meet the producers, and then return to the store.
We will foster such a cycle in everyday life.
■ We want to create this future together
From a single smoothie to weekend farm work.
And someday, to the option of living in that region.
We cannot create this future alone.
We want to cultivate new entry points for encounters in everyday life, together with producers, local governments, and everyone who enjoys daily meals.
“My dream for the future is to be a farmer.”
The day when those words are no longer special.
We will create this from food, as an extension of our past activities.
“April Dream” is a project by PR TIMES where companies announce dreams they hope to achieve on April 1st. We are seriously aiming for the realization of this dream.
【Contact Information】
Company Name: Yutaka LLC
Representative: Atsushi Tokairin
Location: 1-15-16 Shibaura, Minato-ku, Tokyo
Tel: 090-7663-8718
HP: https://yutakacompany.com/
E-Mail: yutaka@yutakacompany.com