We believe that agricultural producers’ profits must be in line with the needs of consumers — which means we are always considering what customers will demand of their produce in the future and proactively innovating in order to create additional value. To achieve this, we are continuously selecting attractive varieties of crop for breeding as well as developing and disseminating cultivation techniques that are innovative and fresh, while also creating appealing brand propositions around our consumer facing products.

Beginning with our sweet corn “Mirai” and “Picnic Corn” (said to have a fresh sweetness on par with fruit), we have been using our unique insights to introduce a new food culture to the Japanese dinner table with our “Sicilian Rouge” tomato as well as asparagus and carrots.

Innovative breakthroughs which increase value for consumers are the building blocks of the future.