"Komoro's Local Specialty" (Komoro Souvenir!?) Story

I attended the July 4th press conference for "KOMORO AGRI SHIFT: From 'Producing Agriculture' to 'Connecting Agriculture'". There, Komoro City announced it would begin developing the "Komoro Standard" – a production benchmark based on soil microbial diversity and activity levels – with the cooperation of DGC Technology.
This initiative was reportedly sparked by a farmer's comment: "Consumers say they feel reassured when they can see the farmer's face, but for us farmers, seeing the happy faces of those who eat our produce is the greatest encouragement."

Character "Komoron," Mr. Sakuraimoto of DGC Technology, and Mayor Koizumi

The future of "Komoro's agriculture" begins with soil microorganisms and connects life

While Komoro's agriculture lacks nationally top-ranked crops, it holds a certain reputation as a producer of highland vegetables and the Shirotsuchi potato, a variety typically found only in high-end restaurants in the Kansai region. Its distinctive feature is the production of diverse crops—rice, fruit trees, vegetables (particularly broccoli, for which it is one of Japan's leading producers)—leveraging its geographical conditions (varied topography, elevation differences, and soil diversity). In recent years, the high quality of its wine and rice has gained recognition both domestically and internationally.

However, in an era of fierce interregional competition, developing unique characteristics exclusive to Komoro became urgent. Consequently, Komoro City sought initiatives to create "new value" and "new customers," thereby improving farmers' incomes.
As mentioned at the beginning, the impetus for KOMORO AGRI SHIFT came from a farmer's observation: "Consumers say they feel reassured when they can see the faces of the farmers, but for us farmers, seeing the happy faces of those who eat our produce is the greatest encouragement."

When the smiles of those who produce and those who consume connect, Komoro's agriculture will come alive.
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What connects these smiles? It might just be the conversations between those who grow and those who eat.
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To sustain such conversations, Komoro's farmers should aim to be "connecting farmers"—not just harvesting and ending there, but carrying their own stories and conveying their thoughts and feelings in their own words to diverse people.
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"SHIFT" began from these discussions within a project team composed of Komoro City Hall and local farmers.

So, what will "Komoro's agriculture" connect going forward? What will it communicate?
The project team decided to find the direction for "SHIFT" by refining what makes Komoro unique today. To rediscover this essence, they conducted a brand perception survey on Komoro's agriculture, targeting 1,000 people: Komoro citizens, Karuizawa villa owners, tourists, and residents of the Tokyo metropolitan area.

The results revealed that many people associate Komoro with "diverse and appealing agricultural products," "rich soil," and "satoyama agricultural landscapes." Diversity × Soil × Agricultural Landscapes. This, they realized, is the core value of Komoro's agriculture that should be refined—and that it is the diverse activities of life itself that sustain Komoro's agriculture.

It is said that over 1,000 types of microorganisms exist within a single gram of soil. In other words, the diverse activities of life begin with soil microorganisms. "From soil microorganisms to the people who eat, from soil microorganisms to the agricultural landscape—let's connect life through Komoro's agriculture." The project team decided to pursue agriculture that connects life.

Aim for a "Komoro Soil" Brand

Soil rich in diverse and active microorganisms is fertile and vibrant. Healthy soil nurtures healthy crops. Komoro's farmers understood this. However, they lacked metrics to create such soil and ways to communicate its vitality to others.

The project team solved this challenge by partnering with DGC Technology, which possesses measurement technology for soil microbial diversity and activity. This measurement technology applies NASA techniques. It involves placing a sample of soil, neutralized and diluted with pure water, onto test plates containing 95 different types of organic matter (microbial food). A specialized robot then continuously measures the samples at fixed intervals of 15 minutes over 48 hours at a constant temperature, analyzing the rate at which each organic substance decomposes.

DGC Technology's soil microbial diversity and activity value analysis process

Since different microorganisms decompose different types of organic matter, the ability to decompose a wide variety indicates the presence of diverse microbial populations. Furthermore, a faster decomposition rate signifies more active microbial work. Thus, the combined measurement of both microbial diversity and activity yields the Soil Microbial Diversity and Activity Value.

The project team decided to establish the "Komoro Standard" production criteria based on measurements using this technology. They are also considering incorporating a skills certification that conveys the story of soil cultivation, not just numerical indicators, into the criteria.

"Komoro no Nō" (Komoro's Farming) is neither a place name nor an agricultural product; it brands "vibrant soil." Starting from this "vibrant soil," diverse and appealing Komoro agricultural products are promoted as "Komoro no Tsuchi" (Komoro Soil) products.

"Komoro Soil" products are said to generate four added values:
① Deliciousness: Crops grown in healthy soil have higher sugar content and lower residual nitrate nitrogen (which causes bitterness).
② Safety: Overuse of pesticides and chemical fertilizers lowers the activity index of soil microorganisms.
③ Stable Supply: Crops grown in healthy soil are less susceptible to disease. (Avoids crop rotation problems)
④ Story: The connection of life, consideration for the unseen (soil microorganisms), biodiversity

These are said to be the "souvenirs" from the journey connecting life, delivered to diners from "Komoro's Farm." How wonderful.

"Dishes" and "Agri-Share Experiences" that convey "Komoro's Soil"

The project team develops "dishes" and "agri-share experiences" aligned with the "Komoro Standards," focusing not only on branding agricultural products but also on building a community of Komoro fans.

By creating recipes perfectly suited to fresh, vibrant crops grown in healthy soil, we convey the story of "Komoro's soil." We've already sampled "Komoro cuisine" themed around "one soup, one dish."

First-wave Komoro Cuisine Menu

Additionally, as an agri-share experience, they are planning "KOMORO AGRI SHARE" to convey the story of "Komoro's Soil" through farming experiences. Rather than focusing solely on the hardships of soil cultivation, they are designing healing farm experience menus that delight the tired bodies and minds of workers. This promises to be an authentic experience of rural life with farmers engaged in vital soil cultivation that sustains life.

Our goal is to create a rural retreat, not a corporate vacation spot. Families can come to learn cooking and gardening, while children gain agricultural education. It's also a place to learn farming skills for a second career. Farming is said to be effective for mental care and dementia prevention, so we'll offer various care programs. We aim to present a new form of agriculture that allows farmers in declining mountainous and mid-mountain regions, where idle farmland is increasing, to earn a living.

The project team created a logo to encourage more people, including farmers, to join "KOMORO AGRI SHIFT."

The motif is a lunchbox. Slide the lid (shift it), and you'll see everyone's smiles.

What's interesting about this logo is that you can customize it yourself – change the logo's color or the smile inside the letter 'O'. This is designed to boost enthusiasm for participating in the project and make it feel like your own initiative.

Furthermore, the team believes that a space where Komoro farmers can meet, talk, and share ideas will undoubtedly be the engine driving this project forward. To encourage idea sharing, they host the "KOMORO AGRI CAFE" under the slogan "Let's talk, let's enjoy, and let the ideas flow little by little." Instead of a meeting room, they gather in a cafe, perhaps over tea.

This cafe is open to anyone. Why not join us? You might experience firsthand the cutting-edge agriculture "SHIFT" happening right now in Komoro.

Next time, we'll feature "ORGANIC SHIFT." We'll be covering the "International Organic EXPO 2017" held at Pacifico Yokohama (Sakuragicho) from August 24th to 26th. What will the farmers we meet next be striving to connect?

International Organic EXPO 2017 Homepage