[MAFF Project Selection] Rescuing Toyama Prefecture, Last in Vegetable Production Value for 41 Consecutive Years, with "Food for Health." Japan Mama-Entrepreneur University Launches "TOYAMA YŌJŌ," a Regional Revitalization Project to Foster Female Entrepreneurs.
The Japan Mama-Entrepreneur University has joined the "Toyama Terroir Vege Consortium," a project selected by Japan's Ministry of Agriculture, Forestry and Fisheries (MAFF). The initiative, "TOYAMA YŌJŌ," aims to tackle Toyama Prefecture's 41-year streak as the nation's lowest vegetable producer by fostering female entrepreneurs. The project will rebrand local produce as "edible remedies" inspired by Toyama's historical "medicine seller" culture, creating new business opportunities and revitalizing the regional economy.
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The Japan Mama-Entrepreneur University (Mama-Dai), operated by the Japan Women Entrepreneurs Support Association (Headquarters: Fujisawa City, Kanagawa Prefecture; Representative Director: Yoko Kondo; hereinafter "the Association"), announces its participation in the "Toyama Terroir Vege Consortium," which has been selected for the Ministry of Agriculture, Forestry and Fisheries' (MAFF) fiscal year 2025 "Regional Food Industry Business Creation Project Support Program."
This is a large-scale, regionally collaborative project promoted by a diverse group of stakeholders from industry, government, academia, and finance, including Toyama Prefecture, Tou Co., Ltd. (consortium secretariat), local financial institutions, distribution and transportation companies, media, and the Japan Vegetable Terroir Association (Representative: Natsuka Kobori). The Association will contribute to solving Toyama's agricultural challenges and revitalizing the local economy by fostering "female entrepreneurs" who will become the drivers of new business.
■ Background and Challenge: Overcoming the "41-Year Streak as the Lowest in Vegetable Production Value" Behind the Nation's Highest Paddy Field Rate
While Toyama Prefecture boasts the highest paddy field rate in Japan at approximately 96%, creating a stable agricultural structure specialized in rice cultivation, it faces a major structural challenge: its vegetable production value has been the lowest in the nation for 41 consecutive years. The prefecture has been unable to meet the demands of local consumers who want to eat locally grown vegetables, and its vegetable self-sufficiency rate remains below 10%.
To break this cycle, Toyama Prefecture is promoting the "Toyama Terroir Vege" initiative, which focuses on enhancing the "value" nurtured by its climate, landscape, and history, rather than simply expanding production volume. This project aims to revitalize the entire regional industry by creating new food industry businesses utilizing this group of high-value-added vegetables.
■ Solution: "TOYAMA YŌJŌ (Toyama Health Regimen)," a Modernization of Toyama's "Medicine Seller" Culture
For about 300 years, Toyama Prefecture has a rich history of delivering health nationwide as "Toyama of Medicines." This project redefines the tradition of "Haichi-yaku" (household medicine delivery) from a modern well-being (physical and mental health and happiness) perspective, under the concept of "TOYAMA YŌJŌ."
The project will commercialize "Toyama Terroir Vege" and abundant seafood—nurtured by the dynamic topography with a 4,000-meter elevation difference from the 3,000-meter-high Tateyama Mountain Range to the 1,000-meter-deep Toyama Bay and its great water cycle—as "edible remedies" that enhance daily resilience. It will promote this new value both within and outside the prefecture through five pillars of health: food, warmth, sleep, movement, and mind.
■ A Powerful Partnership with a Traditional Vegetable Branding Professional (a Mama-Dai Alumna)
Natsuka Kobori, the Representative Director of the Japan Vegetable Terroir Association participating in this consortium, is a graduate (OG) of the Association's "Japan Mama-Entrepreneur University."
(Image Caption: Natsuka Kobori, Representative Director of the Japan Vegetable Terroir Association, holding a snow-grown carrot from Toyama)
Ms. Kobori is a professional who has discovered and branded the appeal of traditional and terroir vegetables across Japan. Her expertise, combined with the Association's know-how from having trained and produced approximately 400 female entrepreneurs, creates a powerful collaborative system. This partnership will handle everything from the "value definition" of ingredients to the "human resource development" needed to deliver them to consumers as a business.
■ The Association's Role in the Consortium and Future Development
Within this consortium, the Association will play a central role in fostering female entrepreneurs (promoters) who will be the "drivers" of new business.
1. Training and Entrepreneurial Support for "Yōjō Concierges"
We will conduct new business creation workshops for entrepreneurs and aspiring entrepreneurs, supporting the development of business models based on Toyama's ingredients and culture.
2. Co-creation with Diverse Stakeholders (Business Matching)
In collaboration with producers, food manufacturers, logistics companies (such as Yamato Transport), and local media (such as cable television), we will create new distribution and service models like the "Yōjō Terroir Box."
3. Expanding the Related Population and Realizing Well-being
We will create an environment where female entrepreneurs from both inside and outside the prefecture can be active in Toyama, contributing to the realization of the "10 million happy population (expansion of the related population)," a pillar of Toyama Prefecture's growth strategy.
Through this "TOYAMA YŌJŌ" project, the Association is committed to building a sustainable regional model where women can "work and live as themselves" by combining Toyama's rich nature and climate with a female sensibility.
【What is "Toyama Terroir Vege"?】
(Image)
This is a project promoted by Toyama Prefecture since 2023 to brand and expand consumption of the prefecture's horticultural products. "Terroir" refers to the "individuality of the land" woven from the natural environment, such as climate and topography, and the history and culture of the people living there. Vegetables and fruits nurtured by the dynamic topography from the 3,000-meter-high Tateyama Mountain Range to the 1,000-meter-deep Toyama Bay, its abundant water, and the people and skills of Toyama who have faced its harsh nature are certified as "Toyama Terroir Vege." Currently, a total of 15 items have been selected, including "Shinkawa Daikon," which has surpassed 100 million yen in sales, and the "Nyuzen Jumbo Watermelon," with a history of about 120 years. After three years of promotion and producer development led by the prefecture, this year, upon being selected for the MAFF project, it has evolved into a consortium of industry, government, academia, and finance. It aims for further business expansion and regional revitalization.
・Reference URL: https://shoku-toyama.jp/feature/f_vol34.php
【About the Japan Women Entrepreneurs Support Association (Japan Mama-Entrepreneur University)】
(Image Caption: Yoko Kondo, Representative Director of the Japan Women Entrepreneurs Support Association)
Since 2013, the association has operated the "Japan Mama-Entrepreneur University" to create new work styles for women facing "constraints" such as childcare, elder care, or living in rural areas. It supports women who wish to continue working authentically through various life stages. With a focus on "happiness" rather than solely on "sales" as the ultimate goal, the university has garnered significant support and has graduated approximately 400 students. It emphasizes creating businesses that combine regional resources with a female perspective.
・Established: September 2013
・Representative: Yoko Kondo
・Location: Big Rise Bldg. 5F, 1-7-8 Kugenuma-Ishigami, Fujisawa-shi, Kanagawa
・URL: https://j-mec.com/
【About the Japan Vegetable Terroir Association】
Established on August 31 (Vegetable Day), 2022, by Natsuka Kobori, also known as the "Vegetable Evangelist of Love." She was an early member of Oisix Inc. (now Oisix ra daichi Inc.) and, as the first vegetable buyer, created numerous hit vegetables like "Peach Turnip," "Toro Eggplant," and "KABOCHOKORii." The association discovers the charm of "traditional vegetables" and "local vegetables" nurtured by the climate and history of Japan, and connects producers and consumers through diverse vegetables. To preserve endangered native species for the future, it engages in vegetable branding, product development, human resource training, and lectures to realize sustainable agriculture and regional revitalization (terroir).
・Established: August 31, 2022
・Representative Director: Natsuka Kobori
・URL: https://vege-terroir.jp/
This is a large-scale, regionally collaborative project promoted by a diverse group of stakeholders from industry, government, academia, and finance, including Toyama Prefecture, Tou Co., Ltd. (consortium secretariat), local financial institutions, distribution and transportation companies, media, and the Japan Vegetable Terroir Association (Representative: Natsuka Kobori). The Association will contribute to solving Toyama's agricultural challenges and revitalizing the local economy by fostering "female entrepreneurs" who will become the drivers of new business.
■ Background and Challenge: Overcoming the "41-Year Streak as the Lowest in Vegetable Production Value" Behind the Nation's Highest Paddy Field Rate
While Toyama Prefecture boasts the highest paddy field rate in Japan at approximately 96%, creating a stable agricultural structure specialized in rice cultivation, it faces a major structural challenge: its vegetable production value has been the lowest in the nation for 41 consecutive years. The prefecture has been unable to meet the demands of local consumers who want to eat locally grown vegetables, and its vegetable self-sufficiency rate remains below 10%.
To break this cycle, Toyama Prefecture is promoting the "Toyama Terroir Vege" initiative, which focuses on enhancing the "value" nurtured by its climate, landscape, and history, rather than simply expanding production volume. This project aims to revitalize the entire regional industry by creating new food industry businesses utilizing this group of high-value-added vegetables.
■ Solution: "TOYAMA YŌJŌ (Toyama Health Regimen)," a Modernization of Toyama's "Medicine Seller" Culture
For about 300 years, Toyama Prefecture has a rich history of delivering health nationwide as "Toyama of Medicines." This project redefines the tradition of "Haichi-yaku" (household medicine delivery) from a modern well-being (physical and mental health and happiness) perspective, under the concept of "TOYAMA YŌJŌ."
The project will commercialize "Toyama Terroir Vege" and abundant seafood—nurtured by the dynamic topography with a 4,000-meter elevation difference from the 3,000-meter-high Tateyama Mountain Range to the 1,000-meter-deep Toyama Bay and its great water cycle—as "edible remedies" that enhance daily resilience. It will promote this new value both within and outside the prefecture through five pillars of health: food, warmth, sleep, movement, and mind.
■ A Powerful Partnership with a Traditional Vegetable Branding Professional (a Mama-Dai Alumna)
Natsuka Kobori, the Representative Director of the Japan Vegetable Terroir Association participating in this consortium, is a graduate (OG) of the Association's "Japan Mama-Entrepreneur University."
(Image Caption: Natsuka Kobori, Representative Director of the Japan Vegetable Terroir Association, holding a snow-grown carrot from Toyama)
Ms. Kobori is a professional who has discovered and branded the appeal of traditional and terroir vegetables across Japan. Her expertise, combined with the Association's know-how from having trained and produced approximately 400 female entrepreneurs, creates a powerful collaborative system. This partnership will handle everything from the "value definition" of ingredients to the "human resource development" needed to deliver them to consumers as a business.
■ The Association's Role in the Consortium and Future Development
Within this consortium, the Association will play a central role in fostering female entrepreneurs (promoters) who will be the "drivers" of new business.
1. Training and Entrepreneurial Support for "Yōjō Concierges"
We will conduct new business creation workshops for entrepreneurs and aspiring entrepreneurs, supporting the development of business models based on Toyama's ingredients and culture.
2. Co-creation with Diverse Stakeholders (Business Matching)
In collaboration with producers, food manufacturers, logistics companies (such as Yamato Transport), and local media (such as cable television), we will create new distribution and service models like the "Yōjō Terroir Box."
3. Expanding the Related Population and Realizing Well-being
We will create an environment where female entrepreneurs from both inside and outside the prefecture can be active in Toyama, contributing to the realization of the "10 million happy population (expansion of the related population)," a pillar of Toyama Prefecture's growth strategy.
Through this "TOYAMA YŌJŌ" project, the Association is committed to building a sustainable regional model where women can "work and live as themselves" by combining Toyama's rich nature and climate with a female sensibility.
【What is "Toyama Terroir Vege"?】
(Image)
This is a project promoted by Toyama Prefecture since 2023 to brand and expand consumption of the prefecture's horticultural products. "Terroir" refers to the "individuality of the land" woven from the natural environment, such as climate and topography, and the history and culture of the people living there. Vegetables and fruits nurtured by the dynamic topography from the 3,000-meter-high Tateyama Mountain Range to the 1,000-meter-deep Toyama Bay, its abundant water, and the people and skills of Toyama who have faced its harsh nature are certified as "Toyama Terroir Vege." Currently, a total of 15 items have been selected, including "Shinkawa Daikon," which has surpassed 100 million yen in sales, and the "Nyuzen Jumbo Watermelon," with a history of about 120 years. After three years of promotion and producer development led by the prefecture, this year, upon being selected for the MAFF project, it has evolved into a consortium of industry, government, academia, and finance. It aims for further business expansion and regional revitalization.
・Reference URL: https://shoku-toyama.jp/feature/f_vol34.php
【About the Japan Women Entrepreneurs Support Association (Japan Mama-Entrepreneur University)】
(Image Caption: Yoko Kondo, Representative Director of the Japan Women Entrepreneurs Support Association)
Since 2013, the association has operated the "Japan Mama-Entrepreneur University" to create new work styles for women facing "constraints" such as childcare, elder care, or living in rural areas. It supports women who wish to continue working authentically through various life stages. With a focus on "happiness" rather than solely on "sales" as the ultimate goal, the university has garnered significant support and has graduated approximately 400 students. It emphasizes creating businesses that combine regional resources with a female perspective.
・Established: September 2013
・Representative: Yoko Kondo
・Location: Big Rise Bldg. 5F, 1-7-8 Kugenuma-Ishigami, Fujisawa-shi, Kanagawa
・URL: https://j-mec.com/
【About the Japan Vegetable Terroir Association】
Established on August 31 (Vegetable Day), 2022, by Natsuka Kobori, also known as the "Vegetable Evangelist of Love." She was an early member of Oisix Inc. (now Oisix ra daichi Inc.) and, as the first vegetable buyer, created numerous hit vegetables like "Peach Turnip," "Toro Eggplant," and "KABOCHOKORii." The association discovers the charm of "traditional vegetables" and "local vegetables" nurtured by the climate and history of Japan, and connects producers and consumers through diverse vegetables. To preserve endangered native species for the future, it engages in vegetable branding, product development, human resource training, and lectures to realize sustainable agriculture and regional revitalization (terroir).
・Established: August 31, 2022
・Representative Director: Natsuka Kobori
・URL: https://vege-terroir.jp/