[Ministry of Agriculture, Forestry and Fisheries Project Adoption] Saving Toyama Prefecture, which has been ranked lowest in vegetable output for 41 consecutive years, through "Food Yōjō." Japan Mama Entrepreneur University launches "TOYAMA YŌJŌ" regional revitalization project by fostering women entrepreneurs.

The Japan Mama Entrepreneur University (hereinafter "Mama Uni"), operated by the Japan Women Entrepreneurs Support Association (Headquarters: Fujisawa City, Kanagawa Prefecture; Representative Director: Yoko Kondo; hereinafter "the Association"), is pleased to announce its participation in the "Toyama Terroir Vege Consortium," which has been adopted for the FY2025 "Regional Food Industry Business Creation Support Project" promoted by the Ministry of Agriculture, Forestry and Fisheries.

This project is a large-scale, regionally collaborative initiative promoted by diverse 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 agricultural issues and revitalizing the regional economy in Toyama Prefecture by fostering "women entrepreneurs" who will be new business leaders.

■ Background and Challenges: Breaking the "41 Consecutive Years of Lowest Vegetable Output" Behind Japan's Highest Paddy Field Ratio

Toyama Prefecture has the highest paddy field ratio in Japan at approximately 96%, boasting a stable agricultural structure specialized in rice cultivation. However, it faces a significant structural challenge: its vegetable output has been the lowest nationwide for 41 consecutive years. The prefecture cannot meet the demand from local consumers who wish to eat local vegetables, with a vegetable self-sufficiency rate of less than 10%.

To overcome this situation, Toyama Prefecture is promoting the "Toyama Terroir Vege" initiative, which aims to enhance the "value" nurtured by climate, topography, and history, rather than merely expanding "production volume." This project aims to revitalize the entire regional industry by utilizing these high-value-added vegetables to create new food industry businesses.

■ Solution: Modernizing Toyama's "Medicine Peddler" Culture with "TOYAMA YŌJŌ"

Toyama Prefecture has a history of approximately 300 years of delivering health nationwide as "Toyama of Medicine." In this project, this tradition of "Hōchi-yaku (household medicine)" will be redefined from the perspective of modern well-being (physical and mental health and happiness), with the concept of "TOYAMA YŌJŌ".

"Toyama Terroir Vege" and abundant seafood, nurtured by the dynamic topography with an "altitude difference of 4,000m" from the 3,000m-class Tateyama Mountain Range to the 1,000m-deep Toyama Bay and the great water cycle, will be commercialized as "edible household medicine" to enhance daily recovery power. New value will be developed both within and outside the prefecture through five types of Yōjō (food, warmth, sleep, movement, mind).

■ Strong Collaboration with a Professional in Traditional Vegetable Branding (Mama Uni OG)

Natsuka Kobori, the representative director of the Japan Vegetable Terroir Association, which participates in this consortium, is an alumna (OG) of the "Japan Mama Entrepreneur University" operated by the Association.

The knowledge of Ms. Kobori, a professional who has discovered and branded the appeal of traditional and terroir vegetables across Japan, will merge with the Association's know-how, which has trained and produced approximately 400 women entrepreneurs to date. This creates a strong collaborative system that will handle everything from "value definition" of ingredients to "human resource development" to deliver them as a business to consumers.

■ The Association's Role in the Consortium and Future Developments

In this consortium, the Association will primarily be responsible for fostering women entrepreneurs (promoters) who will be the "drivers" of new businesses.

1. Nurturing "Yōjō Concierges" and Entrepreneurship Support
   We will conduct training sessions for entrepreneurs and aspiring entrepreneurs to create new businesses, supporting the construction of business models based on Toyama's ingredients and culture.

2. Co-creation with Diverse Stakeholders (Business Matching)
   We will collaborate with producers, food manufacturers, logistics providers (e.g., Yamato Transport), and local media (e.g., cable TV) to create new distribution and service models such as the "Yōjō Terroir Box."

3. Expanding Related Population and Realizing Well-being
   We will create an environment where women entrepreneurs from both within and outside the prefecture can operate in Toyama, contributing to the realization of "10 million happy people (expansion of related population)" which Toyama Prefecture has set as a pillar of its growth strategy.

Through this "TOYAMA YŌJŌ" project, the Association will combine Toyama's rich nature and climate with women's sensibilities, striving to build a sustainable regional model where women can "work and live authentically."

【What is "Toyama Terroir Vege"?】

This is a project promoted by Toyama Prefecture since 2023 to brand and expand the consumption of locally produced horticultural crops. "Terroir" refers to the "personality of the land" woven by natural environments such as climate and topography, and the history and culture of the people living there. Vegetables and fruits nurtured by the dynamic topography and abundant water, ranging from the 3,000m-class Tateyama Mountain Range to the 1,000m-deep Toyama Bay, and by the people and techniques of Toyama who have faced harsh nature, are certified as "Toyama Terroir Vege." Currently, 15 items have been selected, including "Shinkawa Daikon," which has surpassed 100 million yen in sales, and "Nyuzen Jumbo Watermelon," which has a history of approximately 120 years. The prefecture has led the development of production areas and promotion for the past three years, and this year, entering its fourth year, with the adoption of the Ministry of Agriculture, Forestry and Fisheries project, it has evolved into a consortium linking industry, government, academia, and finance. The aim is to further expand business and revitalize the region.
・Reference URL：https://shoku-toyama.jp/feature/f_vol34.php

【About Japan Women Entrepreneurs Support Association (Japan Mama Entrepreneur University)】

Since 2013, it has operated the "Japan Mama Entrepreneur University" to create new ways of working for women, primarily those with "constraints" such as childcare, nursing care, or living in rural areas. It supports women who want to continue working authentically even as their life stages change. Gaining wide support for a work style where "happiness" is the goal, not just "sales," it has produced approximately 400 graduates to date. It focuses on creating businesses that combine regional resources with women's sensibilities.
・Established: September 2013
・Representative: Yoko Kondo
・Location: Big Rise Building 5F, 1-7-8 Kugenuma Ishigami, Fujisawa City, Kanagawa Prefecture
・URL：https://j-mec.com/

【About Japan Vegetable Terroir Association】
Established on August 31, 2022 (Vegetable Day) by Natsuka Kobori, known as the "Love Vegetable Evangelist," who joined Oisix Co., Ltd. (now Oisix Ra Daichi Co., Ltd.) in its early stages in 2000 as the first vegetable buyer, creating numerous hit vegetables such as "Peach Turnip," "Toro Eggplant," and "Kabokkorī." The association discovers the appeal of "traditional vegetables" and "local vegetables" nurtured by Japan's diverse climates and histories, connecting producers and consumers through diverse vegetables. To preserve endangered heirloom varieties for the future, it works to realize sustainable agriculture and regional revitalization (terroir) through vegetable branding, product development, human resource development, and lecture activities.
・Established: August 31, 2022
・Representative Director: Natsuka Kobori
・URL：https://vege-terroir.jp/