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A New Café Experience: 'better is' Opens in Jiyugaoka

On July 7, 2023, 'better is,' a new café and delicatessen, opened its doors in Jiyugaoka, Tokyo, with a mission to provide a “just right table” experience to its customers. Managed by CNC Corporation, which collaborates with Nestlé in the café business and food services, 'better is' aims to connect people with fresh, seasonal vegetables while supporting local farmers and tackling food waste.

A Place for Enjoying Fresh Vegetables and Seasonal Delicacies

Set in the cozy neighborhood of Jiyugaoka, the café features a menu filled with fresh ingredients from ethical farmers. Their signature dish, the 'Adjusting Deli Bowl,' combines healthy seasonal vegetables such as potatoes, kale, carrots, and onions sourced directly from local producers like the 'Tagayasu Club' in Chiba's Sanmu City. These ingredients not only nourish the body but also spark a sense of community responsibility by supporting environmentally conscious farming practices.

The café experience is designed for busy lifestyles, allowing customers to relish seasonal vegetables in a hassle-free manner. For those on the go, there are takeout options, including ready-made dishes like 'Comforting Potato Stew' and fresh vegetables for home cooking.

Additionally, any vegetable scraps are upcycled into 'fermented vegetable dressing,' demonstrating a commitment to making full use of resources and minimizing waste.

Connecting Dining Experiences with Local Farming

'Better is' goes beyond just serving meals; it is a space where customers reconnect with the source of their food. It encourages patrons to learn about the vegetables they choose, recognize producers, and savor the richness of seasonal ingredients. Each meal not only contributes to a more fulfilling dining experience but also supports the stability of local farmers’ incomes and reduces food waste from imperfect produce.

The café's outdoor area includes a garden where vegetables and herbs are cultivated, allowing customers to engage with the food source actively. In an effort to reduce food waste, CNC has also established a composting system for organic scraps.

This initiative has gained support from the Japan Incubation Center (JIQ), aiming to create a sustainable environment for the community while promoting various workshops and events, including talks with local farmers and hands-on experiences for children in vegetable gardening.

Fostering Community Through Food

Events designed to foster a connection between the community and local farming will be a mainstay at 'better is.' Future activities include farmer markets, children’s workshops, and a collaborative art project with social artist Runa Kuranaka, utilizing farm soil and discarded vegetables to create paint.

As a brand, 'better is' not only represents this café location but serves a broader mission to create a sustainable table experience. Future plans include launching an original bagel brand and expanding into other areas of food and community engagement.

Store Information

• - Name: better is
• - Location: 1F, Jiyugaoka Fukoku Seimei Building, 7-2-9 Okusawa, Setagaya-ku, Tokyo
• - Hours: 10:00 AM – 7:30 PM (Last order at 7:00 PM, Lunch served until 2:00 PM)
• - Closed: Irregularly (Opening on July 7 will be at 12:00 PM)

The café offers 44 seats for customers who wish to dine in. Contact them at 03-5758-2557 or reach out via email at [email protected]. You can find them on Instagram as @betteris_jiyugaoka.

Menu Highlights

• - Adjusting Deli Bowl: A light bowl of balanced deli and barley rice for 1,408 yen.
• - Homemade Salted Chicken Salad: A colorful blend of seasonal greens and chicken for 1,650 yen.
• - Caramel Cheesecake: A rich dessert harmonizing cheese and burnt caramel for 715 yen.
• - Fresh Vegetable Smoothies: Great variety of seasonal smoothies at 770 yen each.

The takeaway menu includes fresh side dishes, salads, and bagels, perfect for enhancing any meal with additional delicious options. With a promise to deliver not only food but a wholesome dining experience, 'better is' looks towards a future where community and farming are intertwined through everyday meals.