Future Design Shibuya and Kewpie Corporation (Head office: Shibuya Ward, Tokyo; Representative Director, President and CEO: Mitsuru Takamiya; hereinafter referred to as Kewpie), a company that has signed an agreement with Shibuya Ward's S-SAP (Shibuya Social Action Partner https://www.city.shibuya.tokyo.jp/kusei/ssap/about-ssap/ssap_kyotei.html), have launched the "SHIBUYA Urban Farming Project" to promote urban greenery and biodiversity, while creating a community unique to Shibuya and realizing a new food culture.
"Urban farming," which involves growing, harvesting, and eating vegetables in cities, is a global trend. In urban areas, environmental problems such as future vegetable shortages, global warming, and the decline of green spaces are becoming apparent. The SHIBUYA Urban Farming Project considers what we who live in cities can do, and supports the establishment of farms in Shibuya Ward, collaborates with local organizations to conduct food education activities, and holds events in which local residents can participate. Through urban farming, we aim to promote urban greening and biodiversity, while forming a community that is unique to Shibuya and realizing a new food culture.
Through this project, we hope to create a new culture and embody the goal of Future Design Shibuya: "To develop the potential of Shibuya as an innovation platform that connects people, businesses, and the city." Please keep an eye on our future activities.
In conjunction with the launch of the project, we have begun recruiting partner companies and organizations that can cooperate with the SHIBUYA Urban Farming Project. For more information, please click here.
SHIBUYA Urban Farming Project https://fds.or.jp/shibuya-urban-farming-project/
Comment from Tsuyoshi Hamakita, General Manager of the Sustainability Promotion Department, Business Promotion Division, Kewpie Corporation
Kewpie Mayonnaise will celebrate its 100th anniversary in 2025. This milestone of the 100th anniversary of mayonnaise gave us the impetus to start Urban Farming.
There are three reasons why we are engaged in urban farming.
- This is an initiative that will help realize the Kewpie Group's 2030 vision of becoming a "food lifestyle manufacturer."
- As a "leading salad company," we can support agriculture, which is closely related to our business, in various ways.
- Contributing to a sustainable future for humans and the planet
Our first step towards the next 100 years begins in Shibuya, where our headquarters is located. We believe that by forming a consortium rather than working on urban farming as a single company, we can create a greater impact. Let's work together, starting from Shibuya, to create a model for creating a sustainable future for humans and the planet.
Comment from Shinko Osada, Director and Secretary General of Future Design Shibuya General Incorporated Association
We are launching the "Urban Farming Project" together with Kewpie Corporation, an S-SAP company in Shibuya Ward. We at Future Design Shibuya are an organization that designs solutions to social issues and expands possibilities through open innovation, and we are actively working to create new culture and social innovation from Shibuya.
As urban farming, a global trend, spreads in Japan, we aim to contribute to a sustainable society by pursuing the values of "growing in the city," "environmental contribution," and "community building" through co-creation projects that connect government, businesses, and communities while comprehensively solving urban issues. Through these activities, we aim to discuss and shape the future vision of the city with experts, and to materialize the initiative together with you. We look forward to your participation as a partner.
Activity content
- Promoting urban farming
Support for the establishment of FARM in Shibuya Ward. Visualization of the environmental contribution (CO2 reduction, etc.) of agricultural activities. - Study sessions and tours
Learn about urban farming both in Japan and abroad, and discuss action in Shibuya. - Food education activities in collaboration with local organizations
Providing agricultural experiences and food education activities at elementary and junior high schools and in the local community. - Event Use
We hold events ranging from harvesting experiences to tasting experiences, and also set up stalls at local events.
SHIBUYA Urban Farming Project
Organizers: Future Design Shibuya General Incorporated Association/Kewpie Corporation
Sponsored by: Shibuya Redevelopment Association / Shibuya Ward Tourism Association (pending application)
Special cooperation: Plantio Co., Ltd.
Official site: https://fds.or.jp/shibuya-urban-farming-project/
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info@fds.or.jp
Kewpie Corporation
Kewpie Corporation's main business is the manufacture and sale of food, with mayonnaise and various sauces being its main products. The company also manufactures and sells pharmaceuticals and cosmetics. Since its founding, the company has focused on quality and safety in its product development. It operates a variety of businesses both domestically and internationally, and is actively involved in sustainability activities with the aim of realizing a sustainable society.
https://www.kewpie.com/
Plantio Co., Ltd.
A startup founded in 1949 by Ceron Industries, the inventor of the "planter" in Shibuya, Tokyo. They have developed "grow", a digital farming platform with vegetable cultivation guides that allows people to enjoy urban farming anywhere, such as on the balcony of their home, on the rooftop of a commercial facility, in an office or co-working space. They visualize environmental contributions, link with local currencies, and promote the creation of cities with agriculture and food, as well as SX that goes beyond DX. They are a selected startup for the Ministry of Economy, Trade and Industry's startup support program "J-Startup".
https://plantio.co.jp/
