Connecting 100,000 Meals of Global Smiles Through the Deliciousness of Blueberries
Blueberry HILLS Atsugi, a farm in Kanagawa, aims to deliver 100,000 school meals to children in developing countries by 2030 through its 'Blueberry Happy Cycle' SDGs project, expanding its movement nationwide.
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- 📰 Published: April 1, 2026 at 09:00
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Blueberry HILLS Atsugi (Owner: Yutaka Watanabe), a blueberry farm located in Atsugi City, Kanagawa Prefecture, declares its next major challenge in the 'Blueberry Happy Cycle' SDGs project, which it has continued since its opening in 2021. The dream is to 'deliver a cumulative total of 100,000 school meals to children in developing countries by 2030.'
Based on the achievement of 13,550 cumulative meals as of the end of August 2025, the farm has set the vision of 'connecting global smiles through the deliciousness of blueberries.' Together with partner farms nationwide, it aims to evolve this Japan-originated 'delicious social contribution' into a global-scale cycle.
### Roadmap to the Dream of 100,000 Meals
#### 1. Turning 13,550 Meals of 'Solid Progress' into a 'Great Cycle' of 100,000 Meals
Our project began with a single 'Notebook that makes blueberries 10 times more delicious' (500 yen). The system, where five meals (100 yen) are donated for every notebook purchased, started as a small experiment when we first opened. Over five years, it has grown into a significant figure of 13,550 meals.
The empathy for this 'Happy Cycle'—the idea that 'enjoying ourselves helps someone else'—has now transcended the framework of a single farm. We position this 2025 milestone as our 'second founding' and take steps toward the higher peak of 100,000 meals by 2030.
#### 2. Challenging a Nationwide Movement with a 'Union of 100 Farms'
The key to realizing the grand dream of 100,000 meals lies in 'connections' with like-minded blueberry farmers across the country. As of 2025, 11 collaborating farms in Kanagawa, Aichi, Tochigi, Tokushima, Miyazaki, and other regions have joined this circle.
By 2030, we aim to expand this partnership to over 100 farms nationwide. Even if each farm is small, if farms across the country join hands, the summer blueberry picking season in Japan will transform into a 'massive infrastructure supporting the future of children around the world.' Farmers will compete in techniques, delight customers together, and improve the world together. We will lead this new form of agriculture.
#### 3. 'Blueberry Masters' Will Change the World
The driving force toward 100,000 meals is each customer who visits the farms. Searching for ripe fruit with the 'Notebook that makes blueberries 10 times more delicious' in hand, being surprised by the taste differences between varieties, and enjoying the blessings of nature with all five senses. We will further strengthen the system where the excitement of customers who have become 'Blueberry Masters' is directly converted into smiles across the sea.
'The blueberries I ate today are giving energy to friends in distant countries.' This realization nurtures kindness in the hearts of children who will lead the next generation, making them feel 'connected to the world.' Providing 100,000 school meals means that 100,000 moving experiences of 'delicious!' will turn into 'hope for tomorrow' for 100,000 children.
### Comment from Farm Owner: Yutaka Watanabe
'Connecting global smiles through the deliciousness of blueberries. When I set this vision, the number 100,000 meals seemed like a distant dream. However, now that we have built a track record of 13,550 meals and connected with colleagues across the country, it has clearly become a destination to aim for.'
'Beyond 100,000 meals, I dream of a future where the children who grew up healthy from these school meals will one day visit our farms in Japan. Believing in the potential of a single blueberry, we will continue to grow the best fruit and keep spreading the happy cycle throughout the world.'
### Project History and Future Goals
20...
Based on the achievement of 13,550 cumulative meals as of the end of August 2025, the farm has set the vision of 'connecting global smiles through the deliciousness of blueberries.' Together with partner farms nationwide, it aims to evolve this Japan-originated 'delicious social contribution' into a global-scale cycle.
### Roadmap to the Dream of 100,000 Meals
#### 1. Turning 13,550 Meals of 'Solid Progress' into a 'Great Cycle' of 100,000 Meals
Our project began with a single 'Notebook that makes blueberries 10 times more delicious' (500 yen). The system, where five meals (100 yen) are donated for every notebook purchased, started as a small experiment when we first opened. Over five years, it has grown into a significant figure of 13,550 meals.
The empathy for this 'Happy Cycle'—the idea that 'enjoying ourselves helps someone else'—has now transcended the framework of a single farm. We position this 2025 milestone as our 'second founding' and take steps toward the higher peak of 100,000 meals by 2030.
#### 2. Challenging a Nationwide Movement with a 'Union of 100 Farms'
The key to realizing the grand dream of 100,000 meals lies in 'connections' with like-minded blueberry farmers across the country. As of 2025, 11 collaborating farms in Kanagawa, Aichi, Tochigi, Tokushima, Miyazaki, and other regions have joined this circle.
By 2030, we aim to expand this partnership to over 100 farms nationwide. Even if each farm is small, if farms across the country join hands, the summer blueberry picking season in Japan will transform into a 'massive infrastructure supporting the future of children around the world.' Farmers will compete in techniques, delight customers together, and improve the world together. We will lead this new form of agriculture.
#### 3. 'Blueberry Masters' Will Change the World
The driving force toward 100,000 meals is each customer who visits the farms. Searching for ripe fruit with the 'Notebook that makes blueberries 10 times more delicious' in hand, being surprised by the taste differences between varieties, and enjoying the blessings of nature with all five senses. We will further strengthen the system where the excitement of customers who have become 'Blueberry Masters' is directly converted into smiles across the sea.
'The blueberries I ate today are giving energy to friends in distant countries.' This realization nurtures kindness in the hearts of children who will lead the next generation, making them feel 'connected to the world.' Providing 100,000 school meals means that 100,000 moving experiences of 'delicious!' will turn into 'hope for tomorrow' for 100,000 children.
### Comment from Farm Owner: Yutaka Watanabe
'Connecting global smiles through the deliciousness of blueberries. When I set this vision, the number 100,000 meals seemed like a distant dream. However, now that we have built a track record of 13,550 meals and connected with colleagues across the country, it has clearly become a destination to aim for.'
'Beyond 100,000 meals, I dream of a future where the children who grew up healthy from these school meals will one day visit our farms in Japan. Believing in the potential of a single blueberry, we will continue to grow the best fruit and keep spreading the happy cycle throughout the world.'
### Project History and Future Goals
20...