#Japan #Nagoya #Hibiya Kadan #TOWING #SORA-TAN

A New Era in Sustainable Floriculture: TOWING Partners with Hibiya Kadan

In a significant move towards sustainability in the floriculture industry, TOWING (CEO: Kohei Nishida) and Hibiya Kadan (President: Hiroaki Miyajima) have announced their partnership aimed at achieving decarbonization in flower production. This collaboration marks the entry of TOWING’s innovative biochar product, known as "Sora-tan," into the non-food agricultural sector, setting a precedent for eco-friendly practices in flower cultivation.

The Vision

On August 8, 2025, the two companies solidified their commitment to sustainable practices by entering into a business alliance that will utilize the high-functionality biochar, Sora-tan. This product will be sold to flower producers through Hibiya Kadan’s subsidiary, Frenet Hibiya, thereby driving a reduction in greenhouse gas emissions and promoting carbon sequestration within the entire flower supply chain.

Hibiya Kadan’s environmental policy seeks to reduce ecological impacts across the floriculture sector, aiming for sustainable production, distribution, and sales in collaboration with nationwide producers. Sora-tan, the biochar product by TOWING, responds directly to the challenges faced within the non-food agricultural domain, paving the way for responsible growth while enhancing floral sustainability.

Innovative Technology Behind Sora-tan

Sora-tan is an advanced agricultural material that combines TOWING’s proprietary biochar pre-treatment technology and microbial cultivation techniques with technology from the National Agriculture and Food Research Organization. It promotes soil health, reduces the need for chemical fertilizers, and encourages organic conversion, ultimately improving crop quality and yield.

By upcycling regional unused biomass and facilitating carbon fixation in farmland, Sora-tan contributes to the reduction of greenhouse gases. This agricultural advancement not only mitigates environmental impacts but also aims toward carbon neutrality in flower production, thus aligning with global sustainability initiatives.

The Importance of Sustainability in the Flower Industry

The collaboration also aligns with the initiatives spearheaded by the domestic flower demand expansion promotion council, of which Hibiya Kadan’s President Miyajima serves as vice-chairman. As part of their commitment to addressing environmental issues, the council will kick off the "Well-Blooming Project" in 2024, aiming to further the realization of the Sustainable Development Goals (SDGs) within the floriculture landscape.

Hibiya Kadan recognizes its responsibility as a leading company in Japan’s floral industry, with a corporate message that states, "Blooming for all tomorrows." In July 2025, they introduced their environmental policy, striving for the realization of well-being across people, local communities, and the global environment. They achieved the first Eco-Stage certification in the flower industry on the same day, illustrating their commitment to environmentally conscious business practices.

Future Endeavors and Implementation Strategy

Through Frenet Hibiya, Hibiya Kadan’s wholesale division, Sora-tan will be provided to flower producers. Cut flowers cultivated through sustainable methods utilizing Sora-tan are expected to be sold in Hibiya Kadan’s stores nationwide. TOWING and Hibiya Kadan aim to showcase sustainable values within Japan’s flower industry and culture through the effective use of Sora-tan, helping to mitigate environmental burdens and promote carbon neutrality in the production process.

Voices from the Leaders

Yuji Ogata, Executive Director of Hibiya Kadan and President of Frenet Hibiya, commented, “In recent years, domestic flower production has faced a decline due to factors such as reduced producer numbers and climate change. Many flower producers express a desire for environmentally conscious practices but often don’t know where to start. We aim to solve these challenges through the widespread adoption of Sora-tan as a solution toward enhancing sustainability across the industry.”

Kohei Nishida, CEO of TOWING, expressed, “TOWING is dedicated to realizing a super-circular society anchored in sustainable next-generation agriculture. This collaboration with Hibiya Kadan enables Sora-tan to be utilized in the flower sector for the first time, allowing us to contribute to enhancing sustainability in the flower industry and Japan’s agriculture as a whole.”

Additional Information

TOWING, founded in February 2020 as a green and agri-tech startup based on Nagoya University, aims to develop high-functionality biochar "Sora-tan" and provide associated technological services. Their involvement also extends to the Stardust Program, which focuses on lunar agriculture research and development. Furthermore, TOWING has been recognized by Japan's Ministry of Agriculture, Forestry and Fisheries as a certified entity for establishing the Green Food System Act.

Hibiya Kadan, established in 1872, operates approximately 190 locations across Japan, providing floral gift services and engaging in community beautification projects. They continue to enhance life with flowers and greenery, fulfilling their commitment to connect consumers with sustainable floriculture products.