"Connecting 100,000 Smiles Worldwide with the Deliciousness of Blueberries"

Blueberry HILLS Atsugi, a blueberry farm in Atsugi City, Kanagawa Prefecture (owner: Yutaka Watanabe), announces its next major challenge for the SDGs project 'Blueberry Happy Cycle,' which has been ongoing since its opening in 2021. The dream is to "deliver a cumulative total of 100,000 school lunches to children in developing countries by 2030."

Building on the achievement of 13,550 cumulative meals as of the end of August 2025, the farm sets forth the vision of "connecting smiles worldwide with the deliciousness of blueberries." Together with partner farms across Japan, it aims to evolve this Japan-originated 'delicious social contribution' into a global cycle.

## ■Roadmap to the Dream of 100,000 Meals

### 1. From the 'Solid Response' of 13,550 Meals to the 'Grand Cycle' of 100,000 Meals

Our project began with a single 'Notebook for 10x More Delicious Blueberries' (500 yen). The mechanism of donating 5 meals' worth (100 yen) of school lunch for each notebook purchased was a small endeavor at the beginning of the farm's operation, but it has grown into a significant figure of 13,550 meals over five years.

The empathy for this happy cycle, where 'enjoying ourselves helps someone else,' has now transcended the boundaries of a single farm. We position this achievement in 2025 as our 'second founding' and will continue our journey towards the higher goal of 100,000 meals by 2030.

### 2. A Nationwide Movement Challenged by a 'Federation of 100 Farms'

The key to realizing the grand dream of 100,000 meals lies in connecting with like-minded blueberry farmers across the country. As of 2025, 11 collaborating farms in Kanagawa, Aichi, Tochigi, Tokushima, Miyazaki, and other prefectures have joined this circle.

We aim to expand this partnership to over 100 farms nationwide by 2030. Even if each farm is small, if farms across the country join hands, blueberry picking, which colors Japan's summer, will transform into a 'huge infrastructure supporting the future of children worldwide.' Farm owners will compete in techniques, delight customers together, and improve the world together. We will lead such a new form of agriculture.

### 3. 'Blueberry Masters' Change the World

The driving force behind the 100,000-meal goal is each and every customer who visits the farm. They search for ripe berries with the 'Notebook for 10x More Delicious Blueberries' in hand, marvel at the taste differences between varieties, and enjoy nature's bounty with all five senses. The deep emotion/impression (kando) of these 'Blueberry Masters' is then directly converted into smiles across the ocean, strengthening this mechanism.

"The blueberries I ate today are making friends in distant countries healthy." This realization fosters kindness in the hearts of the next generation of children, making them feel 'connected to the world.' Supporting 100,000 school lunches means that 100,000 instances of 'delicious!' emotion transform into 'hope for tomorrow' for 100,000 children.

## ■Comment from Farm Owner: Yutaka Watanabe

"When I set forth the vision, 'Connecting smiles worldwide with the deliciousness of blueberries,' the number 100,000 meals seemed like a distant dream. However, having accumulated an achievement of 13,550 meals and connected with colleagues nationwide, it has now clearly become a destination to aim for.

Beyond 100,000 meals, I dream of a future where children who grew up healthy thanks to school lunches will one day visit Japanese farms. Believing in the potential of a single blueberry, we will continue to cultivate the best berries and spread this happy cycle around the world."

## ■Project Milestones and Future Goals

- **2021:** Project launched. Started with supporting 500 meals in the first year.
- **2025:** Expanded to 11 farms nationwide. Achieved a cumulative total of 13,550 meals.
- **2030 (Dream):** **Achieve cumulative support of 100,000 meals.** Become Japan's largest farm SDGs network with over 100 participating farms nationwide.

## ■Project Overview

- **Project Name:** Blueberry Happy Cycle
- **Support Mechanism:** For each 'Notebook for 10x More Delicious Blueberries' (500 yen) purchased, 5 meals' worth (100 yen) of school lunch is donated.
- **Recipient:** Certified NPO TABLE FOR TWO International
- **Past Achievements:** Cumulative 13,550 meals (as of August 2025)

## ■Farm Information

- **Blueberry HILLS Atsugi**
- **Owner:** Yutaka Watanabe
- **Location:** Near 2500 Kaminogino, Atsugi City, Kanagawa Prefecture
- **Official Website:** https://blueberryhills.jp/
- **Happy Cycle Details:** https://blueberryhills.jp/blueberryhappycycle/