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Oisix's New Initiative to Support Farmers through 'Otasuke'

In recent years, extreme weather patterns like heatwaves and heavy rainfall have led to a substantial rise in surplus or non-standard vegetables, often referred to as "mottainai" (wasteful) produce. This has presented challenges for farmers and consumers alike. Recognizing this, Oisix, a leading subscription-based food delivery service in Japan, will transform its 'Otasuke Oisix' service starting September 17, 2026. Instead of offering points to customers for purchases, the company will now redirect these resources to support farmers directly.

Addressing Food Price Challenges

The food industry has been grappling with soaring prices, exacerbated by factors like the weak yen increasing import costs for ingredients and rising fuel prices. Simultaneously, farmers are battling severe weather conditions, which have led to an unprecedented increase in surplus crops that, while safe and tasty, cannot be sold through normal distribution channels. These non-standard products include vegetables that are misshapen or blemished, primarily due to the extreme conditions this year.

Oisix launched the 'Otasuke Oisix' initiative in August 2022. This initiative connects consumers with a network of 4,000 farmers, allowing them to purchase these surplus vegetables at affordable prices, which is kinder to household budgets while helping mitigate waste. Customers who subscribe to the service can receive notifications about urgent sales, with part of their purchase amount converted into points for future orders. Until May 2026, over 54,000 customers had utilized this service.

A New Future for Farming

With the motto of supporting farmers who strive to deliver delicious vegetables amid challenges, Oisix is not only changing its point distribution structure but also ensuring that customer support directly benefits producers. The new system will see 2% of the non-taxed selling price of 'Otasuke Oisix' items converted into tangible items that farmers can use, directly aiding in their fieldwork. The first item planned for this initiative is a fan-equipped vest, ideal for working under the hot sun.

Customers will be regularly updated on how their contributions are aiding farmers through the 'Otasuke Oisix' sales page.

Featured Products in 'Otasuke Oisix'

All Oisix members can purchase products under this initiative. The product offerings include:

• - Imperfect Eggplants (Chiba Prefecture) at 562 yen (tax included): These eggplants have a unique texture and sweet flavor but are sometimes misshapen or have skin blemishes. They are grown with care, just like standard varieties, and will still provide great taste!

• - Bumpy Cucumbers (Gunma Prefecture) at 430 yen (tax included): These cucumbers are harvested from the farm despite their irregular shapes due to weather impacts, but they boast a satisfying crunch and refreshing flavor, nurtured by carefully composed organic soil.

About Oisix

Founded in 2000, Oisix has built its brand around the principle that only food that producers trust for their families should be served at our tables. The service focuses on offering organic vegetables and high-quality food products while minimizing additives. As of June 2026, Oisix has over 344,556 active members across Japan. Their meal kits, named 'Kit Oisix', have also gained significant attention since their launch in July 2013, surpassing a cumulative shipment of 250 million meals by February 2026.

Commitment to Sustainable Practices

Oisix is committed to solving social challenges related to food through other ventures like Shidax Food Service, which provides meal solutions for senior facilities, and 'TokuShi Maru', a mobile supermarket catering to those with shopping difficulties. They also emphasize sustainable retail practices, aiming to eliminate food waste along the entire supply chain from farm to table. Through the 'Otasuke Oisix' initiative, they plan to stay true to this mission while ensuring that farmers receive the support they need to continue providing quality produce.

Discover more about this initiative by visiting the following link: Otasuke Oisix Products.