#Japan #Tokyo #Broccoli #Oisix #Timee

Transforming Food Waste into Value: The Case of Broccoli

Oisix, a subscription-based food delivery service headquartered in Shinagawa, Tokyo, is taking a bold step to tackle food waste in agriculture through a partnership with Timee, a service specializing in flexible labor solutions. Starting March 19, 2026, Oisix will launch a new product called "Bro Jiro," which utilizes the second harvest of broccoli, often discarded as food waste. This initiative aims not only to reduce waste but also to provide consumers with nutritious and easy-to-handle broccoli.

Addressing Food Waste and Promoting Sustainable Practices

The increasing popularity of broccoli due to its high nutritional value has led to a significant rise in demand. Starting April 2026, broccoli will be classified as a designated vegetable, ensuring a stable supply throughout the year. However, with the surge in demand comes the sadness of wasted produce. After the primary harvest, many secondary crops, known as "futsukuri" (or second fruits), are abandoned in the fields. Despite their tender flowering buds and easy cooking qualities, these crops rarely make their way to market due to labor shortages and challenges related to maintaining standards in logistics.

Recognizing this issue, Oisix began testing the sale of the second harvest broccoli, branded as "Bro Jiro," in spring 2025. Feedback from consumers has been overwhelmingly positive, with many appreciating its taste and ease of preparation. This response motivated Oisix to develop a more robust harvesting strategy.

Precision Harvesting Made Possible

The window for harvesting "Bro Jiro" is brief, typically lasting about a week after the primary crop is picked. By collaborating with Timee, Oisix can efficiently secure labor to harvest these crops, thus minimizing food loss on the farm. The partnership focuses on direct communication with farmers to arrange timely harvesting and packaging efforts, enabling the products to be sold rather than discarded.

As a result of this collaboration, farmers will benefit from increased product output while consumers gain access to environmentally friendly, value-added products. Both companies are committed to this mutually beneficial approach, aiming to create a model of shared success.

A Taste of Sustainability

Kazuhisa Fukagawa, a broccoli farmer, emphasizes that although second harvests may not meet traditional market standards due to their odd shapes and sizes, they are still delicious and should not go to waste. His team is also engaged in educating local schools about the value of these crops through hands-on experiences.

The product, "Otasuke Oisix: Gummy Bro Jiro" (from Shizuoka Prefecture), is priced at 410 yen (tax included) and will be available starting March 19, 2026. It showcases the natural sweetness and flavor inherent in second-harvest broccoli, without complicating their preparation for home cooks.

Embracing Innovative Work Practices

Timee, the flexible labor service provider, connects workers looking to fill shifts with businesses that require staff. With no interview or resume necessary, workers can select jobs that fit their schedules. For businesses, simply inputting desired skills and times allows for an automatic match with available labor. Timee is working towards addressing societal challenges by updating the conventional notion of work.

Company Overview

Founded in 2000, Oisix operates under the philosophy that people should only consume food they trust for their families. With a focus on organic and specially cultivated vegetables, Oisix is committed to minimizing the use of additives. Oisix currently serves over 360,703 members throughout Japan, providing a cohesive experience designed to reduce food waste at every level—from the farm to the table.

Both Oisix and Timee are setting a precedent through this collaboration that not only influence how food is sourced and consumed but also encourages sustainable practices in agriculture, contributing toward global issues of food waste and environmental sustainability.