#Japan #Shibuya #Tanaka Hirokazu #New Rice #Indie Label

A New Kind of Rice Trading: Tanaka Hirokazu's Fresh Crop

In an intriguing twist to the ongoing rice crisis in Japan, Tanaka Hirokazu Company is launching a unique opportunity for rice enthusiasts and consumers alike. The company, led by Tanaka Hirokazu, based in Shibuya, Tokyo, is set to introduce an innovative marketing method that resembles an independent label approach, allowing customers to pre-order their premium new crop rice, known as "Tanaka Hirokazu Shin Shin Shin Mai," expected to be harvested by the end of July.

Pre-orders for this special rice will begin on June 30, priced at ¥22,000 for a half-bale, or 30 kilograms, limited to the first 100 customers, with one order per person. This initiative comes at a time when the agricultural landscape is shifting, with many farmers transitioning from food rice to feed rice due to better returns on the latter. As the rice shortage looms, Tanaka believes that this new method of rice distribution could shed light on the underlying issues affecting farmers and consumers alike.

Tanaka Hirokazu's rice source, Sakurajima's Tanaka Hirokazu-san, a 40-year-old agriculturalist, resides in the Hiki City of Kagoshima Prefecture, adjacent to the renowned Nansatsuma City's Kimpachi Town, a hotspot for early harvest rice. He expresses confidence in the quality of his product, claiming that once consumers taste the new crop, they will prefer it over dining out. "The sweet, chewy Koshihikari rice, grown in our clear, pristine water, is a standout product," he insists.

The genesis of this initiative stemmed from Tanaka's conversations with local farmers, who voiced concerns over the challenges posed by low pricing for their crops. His response is a commitment to create a sustainable model where consumers directly engage with producers, fostering a collaborative environment that benefits both parties.

Tanaka recognizes the essential role of agricultural cooperatives (JA) in stabilizing the supply and demand of rice for the nation. However, he is keen on expanding consumer options, offering different pathways to purchase rice directly from various local farms, thus allowing people to connect with multiple producers. “We aim to create an exciting future through this collaboration,” he states, invoking a metaphor from the music industry: the desire to set up an 'indie label' for rice distribution, steering away from traditional market structures.

To facilitate this, the company is offering rice in half-bale increments to ease the burden on individual producers. “We understand that 30 kilograms might be a lot for some, so we provide small bags for convenient sharing with friends and the community,” Tanaka explains. Each order will include two 10-kilogram bags and two 5-kilogram bags, allowing buyers to share with family, neighbors, or colleagues.

Moreover, given the heatwave expected in Japan this summer, the rice can also serve as a thoughtful gift during summer gatherings. Whether surprising someone with a delivery of fresh rice or sharing it with neighbors, Tanaka emphasizes the emotional connections fostered through food sharing, enhancing relationships and community spirit.

Accompanying this release will be a unique collectible—a random card from the Tanaka Hirokazu Trading Card series, adding an element of fun to the experience. Produced in collaboration with a local printing company, this series showcases various Tanaka Hirokazu members, adding a personal touch to each rice order.

However, the logistics of handling 30 kilograms of rice should be considered; Tanaka urges customers to call for assistance if needed at the time of receipt. The company also plans to encourage diversified solutions in modern Japanese agriculture in collaboration with farmers from Tottori and Fukui Prefectures.

Additionally, Tanaka Hirokazu Company will release a new book titled All Tanaka Hirokazu, slated for publication on July 16 by Shinchosha, delving into their vision and insights.

In summary, Tanaka Hirokazu Company is not just trading rice; they're fostering a community and a new way of connecting through food. As they embark on this exciting venture, they invite consumers to join them in shaping a more sustainable and enjoyable future for rice consumption in Japan. The rice order will officially commence at the end of July, subject to crop conditions.**