Kazuma Nishizutsuji × Juna Kano: Part 2 "Young Innovators Transforming Agriculture"

Continuing from last time, Wakamon researcher Tama Kano (Dentsu Inc. Kansai Branch) interviewed Kazuma Nishizumi, CEO of My Farm and a pioneer in agri-venture, about business, his own work style, and the future of youth and agriculture.

The agriculture industry is still a "blue ocean"

Kano: Mr. Nishizaki, you graduated from an agricultural faculty, worked at an IT company for a year, and then started your own business at age 25. How did you envision your career path?

Nishizutsuji: My foundational experience was growing vegetables with my family in the countryside of Fukui Prefecture, which was incredibly enjoyable. That led me to want to become a researcher, aiming to utilize vacant farmland so many people could grow interesting vegetables and have fun doing it. However, when I entered university, the world was facing a food crisis. My professor told us that the university's mission was to increase per capita crop yields to solve global food shortages. I was young then and didn't fully grasp economic principles, so I immediately thought this direction was different from what I wanted to do: increasing the number of people who enjoy growing vegetables.

Kano: In the Faculty of Agriculture, most students go on to graduate school, right? So why did you choose to enter the workforce with just an undergraduate degree? And why did you choose the IT industry, which is completely unrelated to agriculture?

Nishitsuji: I thought advertising agencies or IT companies could help convey the enjoyment of agriculture, often labeled the 3K industry. But during my job hunt, I told companies, "I want to work in agriculture, so I'll quit eventually," which meant I got rejected almost everywhere (laughs).

Kano: That's consistent, isn't it? No matter what others say, everything connects back to agriculture for you.

Nishizutsuji: But now, thanks to the efforts of people like us and others who've worked hard in the agricultural sector, a positive trend is definitely emerging. I think within the next year or so, agriculture might even make it onto the list of top career changes for people leaving corporate jobs. Not just growing cabbages, but future-oriented agriculture...

Kano: True, "aggressive agriculture" has become a hot topic in the media lately, and we see young people thriving in agribusiness. Many are running "self-produced, self-consumed" businesses, like opening restaurants using their own vegetables.

Nishizutsuji: Seeing the people attending the Agri Innovation University, you really feel the excitement. For example, there's this 31-year-old model attending. When I asked why someone like her would be there, she said she wants to create her own branded vegetable packs after graduating.

Kano: It's fascinating how people are incorporating agriculture in ways that feel authentic to them. In a sense, the agricultural industry is still a blue ocean. Things like celebrity-produced products or product development, which are commonplace in other industries, haven't really been done in agriculture. Even advertising has room to grow by adopting approaches from other sectors.

Nishizutsuji: We even have someone commuting weekly from Phuket. That island has limited farmland, but they want to learn the agriculture possible there. We also have people coming from Korea to study agribusiness.

Kano: Every week? The idea of expanding Japanese agriculture overseas, especially exporting know-how at the individual level, is novel.

To lead the future, we must break free from the "young, foolish, outsiders" mindset.

Nishizutsuji: So, looking at the future of Japanese agriculture, it will undoubtedly polarize into two major paths: agriculture as an industry solely focused on sustaining life, and agriculture supporting a rich lifestyle—keywords being longevity and health.

Kano: Especially with progress on things like the TPP, that added-value aspect becomes crucial, doesn't it?

Nishizutsuji: Actually, I want to establish a "Wasabi Department" at the university next year. People around me just don't get why I'm suddenly introducing specialized subjects like this into the existing Farming Department and Agribusiness Department (laughs). But Japanese agriculture will definitely shift toward health as its core focus. To promote Japanese agriculture and food as beneficial for the body to the world, I thought about what could only be produced in Japan, and that's how I arrived at wasabi.

Kano: It sounds a bit outlandish at first, but you're working backwards from the future and marketing Japan's strengths.

Nishizutsuji: Another thing: when thinking about the future, people often talk about "young people, fools, outsiders." But looking at the pioneers in IT ventures, they're not young anymore. They've accumulated vast experience and knowledge in their fields, and I think we'll eventually be like that too. So, if the people called social entrepreneurs today want to lead the future, they need to start moving beyond being "young people, fools, outsiders." The next generation of "fools and outsiders" should be newcomers. That's the spirit behind our Agri Innovation University.

Kano: So you're saying young people can't really become leaders of the future?

Nishizutsuji: They can't sustain it. They can set off fireworks, but trying to keep setting them off for ten years is difficult while remaining young. Conversely, this is a message for established companies: only the young can set off fireworks anymore. In other words, innovation won't come from large corporations.

The total amount of gratitude is status.

Kano: I think more young people today want to pursue social business. Do you have an ideal model for social business?

Nishizutsuji: Personally, I've never once thought of myself as running a social business. I don't think I'm alone in this; I believe everyone categorized as a "social venture" feels the same way. It's just that when you try to build a business using existing societal resources, you're inevitably tackling some of the negative aspects that exist there – that's why we get labeled this way. We see ourselves as just ordinary small and medium-sized enterprises.

Kano: In your book (My Farm: The Challenge from the Wilderness - Changing Society Through a Business Connecting Agriculture and People), you wrote about the idea that the total amount of "thank yous" received is one's status. Where does this value of wanting to collect "thank yous" come from?

Nishizutsuji: I think it probably stems largely from my roots, being born in the countryside. Within the unique social bonds of rural areas, there's a strong sense of how many "thank yous" you can receive from people, and how many people will come to your funeral when you die.

Kano: Like how young people today prioritize how many "likes" their posts get?

Nishidori: You could call it the real-life version of that. By the way, when I stepped down as president in 2011 and had more time, I spent a long time rethinking my life plan. I'm aiming to pass away at 65 and retire at 50. So I'll probably be at My Farm until I'm 40.

Kano: Right up until the year you pass away (laughs). Leaving the company at 40 – you don't have any attachment to the company itself?

Nishizumi: My Farm is just one tool; it's not my ultimate goal. But to stay a top runner, I want to keep challenging myself with what's considered the most difficult.

Kano: Thanks to people like you, Nishizumi, we now have gardening kits that even beginners can use easily. I feel agriculture's accessibility has really expanded, and we'll likely see more young people pursuing "half-farming, half-X" lifestyles. Finally, do you have a vision for how you'd like young people to perceive or engage with agriculture?

Nishizaki: I think when people try growing vegetables, they inevitably realize there are things beyond their control. You're dealing with nature, and its growth can't be controlled. Taking the time to nurture something creates time to reflect on yourself. In that sense, I hope agriculture will enrich the lives of future generations.

Kano: Thank you very much. Speaking with Mr. Nishizaki today has made me recognize the potential of agriculture anew. I too feel inspired to re-engage with farming.

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【Wakamon Profile】
Dentsu Inc. Youth Research Department (commonly known as Wakamon) is a planning team that engages with the real lives and mindsets of young people, primarily high school and university students. We explore hints to brighten and invigorate the near future, starting from their "present." By anticipating the future through their insights, we realize new businesses that foster better relationships between young people and society. Currently, 14 project members are based across our Tokyo headquarters, Kansai branch, and Chubu branch. We also share updates on the Wakamon Facebook page ( https://www.facebook.com/wakamon.dentsu ).