From a Single Smoothie, the Dream of Becoming a Farmer Grows

"What do you want to be when you grow up?"

Children in the classroom, a little shy, answer:

"A farmer."
Such a scene is no longer special.

That is the future we want to make commonplace in 10 years.

■ It 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. OOO from Akita Prefecture."
From such a conversation between parent and child, the child first learns about the existence of the "producer."
By knowing who grew it and with what passion, the child thinks, "I want to meet this person!"
When that feeling sprouts, food is no longer just consumption.

And the next weekend, they visit the land with their family, touch the soil, help with the harvest, and share a meal at the same table.

Someone smiles and says, "This vegetable I harvested is delicious."
That experience stays in their heart.

Eventually, it transforms into an admired job: "That's cool!" "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 "Yon Nana Meets," we have built connections with farmers and local governments nationwide.

We have also developed and provided dishes using vegetables that are difficult to market due to being off-spec, conveying the story behind the ingredients and reducing food loss through the gateway of a "delicious" experience.

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 "values that would otherwise be overlooked."

■ From events to "daily life"

Most of the encounters born so far have been in "special places" like events.

That's why our next goal is to make those encounters "commonplace in daily life."
Yutaka LLC will open "YAOYA," a smoothie stand connecting producers nationwide with people living in Tokyo, in the metropolitan area.

■ A mechanism to connect with "producers"

"YAOYA" is not just a place to drink smoothies.

It is a place where you learn the stories behind the ingredients and develop a desire to "meet the producers" and "know more."

Such an in-store experience becomes a trigger to visit the production area, meet people, and then return to the store.

We will foster such a cycle in daily 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 land.

We cannot create this future alone.

Together with producers, local governments, and everyone who enjoys daily meals, we want to cultivate new gateways for encounters in daily life.

"My dream is to be a farmer."

The day when that phrase is no longer special.
We will create it from food, as an extension of our past activities.

"April Dream" is a project by PR TIMES where companies announce dreams they wish to achieve on April 1st. We are seriously aiming to realize this dream.

【Contact Information】

Company Name: Yutaka LLC

Representative: Atsushi Shoji

Address: 1-15-16 Shibaura, Minato-ku, Tokyo

Tel: 090-7663-8718

HP: https://yutakacompany.com/

E-Mail: yutaka@yutakacompany.com