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'better is': A New Café in Jiyugaoka Focusing on Ethical Consumption and Sustainability

On July 7, the new café and deli, 'better is', located in Jiyugaoka, Tokyo, will open its doors. This establishment, part of the 'megukuru' brand, aims to create a sustainable dining experience through partnerships with ethically certified farms and local agriculture initiatives.

Collaboration with JIQ and Ethical Farms

The Japan Incubation Center (JIQ), located in Chiyoda, Tokyo, is collaborating with CNC Corporation, which operates food services in partnership with Nestlé, to introduce several initiatives at 'better is'. The café will showcase ethically certified farms as part of its sourcing strategy, highlighting the importance of sustainable agriculture practices and local food systems in Japan.

Despite the existence of many committed and enthusiastic farmers across Japan, challenges such as an aging workforce, labor shortages, soaring prices for feed and fuel, and inadequate technology literacy have resulted in disparities in income and opportunities among producers.

To combat these issues, the JIQ launched the 'megukuru' platform last year. Its mission is to connect local farmers with consumers and businesses through ethical consumption, enabling healthy lifestyles among employees and enhancing sustainability for both farmers and corporations. The 'megukuru Salad & Fruit Lunch' service supports these aims.

Features of 'better is'

The café will offer a menu focusing on fresh seasonal ingredients, including salad bowl lunches, ready-to-take home side dishes, and authentically boiled bagels. Moreover, JIQ will provide agricultural support, including soil cultivation and seed provision for the garden situated in the café's outdoor area, along with vegetarian compost produced from food scraps generated on-site.

In addition to food offerings, 'better is' aims to be a dynamic venue for workshops and events that promote educational experiences related to ethical consumption. These include hands-on opportunities for children to learn about cultivating vegetables from seed to harvest
and artist Runa Kurachika will lead an art project where children create paint from soil and discarded vegetables, demonstrating sustainability in an engaging way.

Building a Circular Food Economy

Through these initiatives, the JIQ and 'megukuru' want to foster a society where rural and urban communities are interconnected, encouraging the circular economy of food. This includes:

• - Producers creating valuable crops while being mindful of local environments.
• - Consumers participating in the circulatory system by choosing ethically produced and seasonal foods.
• - Businesses engaging in activities that promote food welfare, such as the composting project.

To establish 'better is' as a model case, JIQ aims to extend this ethos to other restaurants, companies, farmers, and communities, fostering a deeper understanding of the brand message: **