#Japan #Yuzu #Tokushima #SHIRO

SHIRO Establishes Local Agriculture Partnership

In a significant move towards bolstering local agriculture, SHIRO Inc. recently formalized a comprehensive collaboration agreement with Nakacho, Tokushima, effective July 22, 2025. This partnership aims to revitalize the region's agricultural landscape, particularly focusing on the renowned Kito yuzu, and ensuring sustainable production and supply lines.

The Birth of Yuzu Products

The journey into yuzu products began for SHIRO in 2011 with the introduction of a fragrance line. Buoyed by a desire to create products using fresh yuzu, the company embarked on research and development utilizing Kito yuzu from Tokushima in 2015. This led to a fruitful partnership with a local distillery, Ōgon no Mura, where yuzu essential oils are extracted.

By 2017, SHIRO launched popular skincare items, including a face mist and oil-in-water products, harnessing the aromatic benefits of Kito yuzu. This year, the brand showcased revamped versions along with two new offerings, delighting customers beyond expectations. However, the high demand has led to a supply shortage.

Strengthening Local Agriculture

In light of this challenge, the collaboration agreement aims to create a sustainable balance between the demand and supply of Kito yuzu. Under this agreement, SHIRO will contribute through a corporate hometown tax donation within the partnership's duration. Moreover, SHIRO will offer yuzu products as rewards for hometown tax contributions, reinforcing local production and consumer expansion. The funds collected will be directed towards supporting local farmers and enhancing the production of Kito yuzu.

This agreement outlines seven key initiatives to boost Kito yuzu production:
1. Expanding cultivation areas for increased yield.
2. Establishing a stable supply chain.
3. Creating new opportunities for local growers, thus increasing the workforce.
4. Implementing measures to control harmful wildlife.
5. Enhancing income for producers and sellers of agricultural products.
6. Reducing waste generated during processing.
7. Addressing other matters concerning Kito yuzu production.

These efforts highlight SHIRO's commitment not only to its customers but also to the local agricultural community, ensuring a steady supply of products that benefit all stakeholders. By facilitating local yuzu cultivation and production, SHIRO aspires to create a thriving ecosystem where everyone collectively benefits.

SHIRO's Ethos

SHIRO, originating from a commitment to create daily-use products, has embraced ethical principles in all its operations since its inception in 1989. With a focus on cultivating quality ingredients locally and abroad, SHIRO offers a diverse range of skincare, makeup, and fragrance items. Its retail presence extends beyond Japan to locations in London, Taiwan, and South Korea, in addition to a robust online marketplace.

In June 2021, SHIRO launched the ‘Minna no Sunagawa Project’ aimed at revitalizing its founding home of Sunagawa, Hokkaido through the establishment of a new factory. This initiative culminated in the opening of the ‘Minna no Kojo’ in April 2023, alongside plans for eco-friendly accommodations, named ‘MAISON SHIRO’, set to debut in April 2024 in Nagunuma, Hokkaido.

As SHIRO celebrates its 15th anniversary in 2024, it emphasizes the importance of sustainability and resource value, pledging to achieve zero waste and promote new standards in society through its Reuse Project, which includes collecting used glass containers and textiles.

SHIRO is on a mission to reshape perceptions of beauty and responsibility in the industry's future, walking hand in hand with local producers to ensure that all parties benefit from its endeavors.

Conclusion

Within this framework of cooperation, SHIRO continues to strive for a harmonious balance between production demands and community needs, embodying a business model where sustainable practices contribute to the well-being of all. By weaving together these elements of local agriculture and corporate responsibility, SHIRO reinforces its role as a socially conscious entity aimed at making a positive impact on society.