"Becoming the Company That Maximizes the Value of Apples in Japan." ~A Challenge to Create the Future of Fruit from Tachikawa, Tokyo~

We support April Dream, an initiative to share dreams on April 1st. This press release is the dream of Nezu Co., Ltd.

Nezu Co., Ltd. (Headquarters: Tachikawa City, Tokyo) announces its dream, "To become the company that maximizes the value of apples in Japan," as part of PR TIMES' "April Dream" project.

We are challenging ourselves to redefine Japanese apples, which tend to be treated as inexpensive, as "experiential value.".

■ Background

Japanese fruits, especially apples, are currently facing challenges such as:

・Intensifying price competition
・Disposal of non-standard products
・Declining income for producers

Although apples inherently have "distinct personalities" based on variety, origin, and cultivation methods, this value is not adequately communicated.

■ Specific Initiatives

To maximize the value of apples, we are undertaking the following initiatives:

① Product Development that Elevates the Eating Experience

As an apple pie specialty store operated by a fruit wholesaler with 70 years of history, we offer products that go beyond conventional offerings.

・Recipes are differentiated by apple variety to help customers appreciate the unique deliciousness of each type.

・Apple tasting events

・Apple study sessions

② Business Model Co-created with the Community

Designing "surprises" and "memorable experiences.".

Centered around the Tachikawa and Tama areas:
・Cafe in the park (Ti STORE)
・Community events and workshops
・Industry-academia collaboration projects developing products using local vegetables with elementary school students

We function not just as a store operator, but as:

"A device to create local vibrancy."

"A role in raising awareness of the value of local resources."

■ Business Operator's Voice

With a background in the fruit and vegetable business spanning three generations, we have previously viewed apples solely as "raw materials.".

However, we now feel that their full value is not yet being fully realized.

Apples can be something more exciting.

We will combine products, experiences, community, and technology to maximize their value in Japan.

■ Future Development

・Expansion of new product lines (savory dishes, experiential sweets)
・Strengthening of event and pop-up store deployments
・Expansion of direct collaboration with local farmers (nationwide)
・Food education and understanding of material value through industry-academia collaboration, and value creation through co-creation

■ About Adam's awesome PIE

Founded 70 years ago as an apple wholesaler in Nagano Prefecture.

Moved its base to Tachikawa and operates a fruit and vegetable wholesale business and the restaurant Ada's awesome PIE (opened in 2016).

We are actively engaged in activities to enhance the value of ingredients, primarily fruits, and also utilizing local vegetables.

We collaborate with local businesses and companies across various industries nationwide to revitalize the community.

We have also initiated industry-academia collaborations, developing products in partnership with local elementary school students and local farmers.