Communicating
by performing as an actor

I believe that the future of food and agriculture will be built by the awareness and action of each one of us.
I want to communicate the thoughts and activities of Kubota to a wide audience, so that I can think about future food and agriculture together with as many people as possible.

Communicating in an interesting way!

I create original songs about vegetable nutrition and also experience harvesting with farmers across Japan and share those experiences on social media sites. From 2024, I have also held a vegetable-themed comedy competition called the “Vegetable-1 Grand Prix.” I will continue to use comedy to communicate the appeal of agricultural products in a fun and easy-to-understand way.

Connecting with tech

Through agriculture, I am keenly aware that we live in “one world,” both in terms of the connections between people, and in terms of the environment that produces our food. I believe that the key to connecting the people of the world to peace can be found in agriculture, and I want to contribute to the promotion of agricultural technology.

Communicating the
appeal of vegetables

“Japan has some traditional vegetables that have been protected and nurtured by our ancestors. These vegetables each have their own history and strong personalities and, most importantly, they are all delicious.
My mission is to communicate the appeal of these vegetables and of the food culture in Japan.”

Expression using calligraphy

I write calligraphy that makes people think, “That looks delicious! I want to eat it!” I also want to work to do things like make the vegetables themselves a part of the text, so that people will become more interested in those vegetables.

Expanding into space

We started the company. with the aims of advancing agriculture on the Earth and realizing space agriculture. We develop our business globally with “Soratan,” which is a soil improvement material that utilizes soil microorganism cultivation technology and is something that truly kills multiple birds with one stone. We are also using that same technology in a national project to research the creation of soil from the sand on the moon.

Curiosity to take on the challenges of the future

My desire is to bring color and smiles to the dining tables of consumers and I produce 300 different vegetable varieties, ranging from pure-bred varieties from all over Japan to unusual vegetables from around the world! I take on the challenge of protecting and advancing the future of Japanese agriculture by conveying what makes it attractive.

Communicating through photographs

Rolled omelet, sausage, fried chicken and mini tomatoes. Even if bento boxes contain the same things, every bento is different. Even if we think of just rice and pickled plums, if you look closely, each grain of rice has its own character. While taking pictures of the bento boxes, I am also taking pictures of the people visible on the other side of those bento boxes.

Delivering vocally

I want to make nutrition education more accessible. The participants enjoy experiencing the processes that lead to the arrival of food at their dining table, including harvesting, packing, and mock sales. If it becomes something that they can imagine, then I believe that not only will their appreciation for the food increase, but also their appreciation for the people involved in that food, and I believe that their understanding of the background surrounding the food will deepen.

Agricultural robots to the rescue

Research and development for agricultural robots is an effort to make reliable colleagues that the farmers can rely on to help them with farm work. I am currently working on robots that can harvest and carry heavy crops in place of humans, and “intelligent farming” robots that can skillfully cultivate tasty and healthy crops.

Creating a “university” that travels around rural regions

In order to support the food and agriculture of the future, it will be essential that the rural regions that are the production areas are themselves prosperous. We work to nurture a diverse group of regional society leaders who have built up practical experience in activities in their local regions. The aim is to improve the sustainability of the regions themselves, which are what support our food and agriculture.

Communicating through
manga cartoons

I am currently drawing agricultural essay mangas. Agricultural work has both fun parts and difficult parts, and I do not hide any aspect in the creation of funny and interesting manga that also sometimes inform the readers of interesting information.

Changing agriculture
with IT x master craftsmanship

I want to make the world sweet and sour with strawberries.
I want to create a circle of smiles around the world. Strawberries have the power to do that.

Ending hunger

I support the strengthening of organizations and systems that enable people to work together to grow nutritious crops in their community, to ensure that every person can enjoy a good meal at any time. These activities are mainly conducted in Japan, Bangladesh, Benin, Burkina Faso, and Uganda.

Communicating through games

Naru：I believe that when people know about each other, they become kinder to each other. I want to work through games to communicate the origins of the rice and rice paddies we find all around us. Koichi：I hope that “Princess Sakuna” will grow into a character who can support Japanese agriculture from the sector of entertainment for a long time to come.

Communicating to
Children through a picture book

I created and published a picture book to communicate to children that “farming is fun!” and created an online community to extend the food and agriculture education activities conducted by local farmers to people throughout Japan. My goal is to make agriculture into a career that children long to pursue, by 2030!

Supporting the management
by farmers

I act as a “farmer’s right-hand man” to support the management performed by the people who make our food. People consult me about the trouble they are experiencing and I work to solve the problems and to work together with them to provide support so that they can realize their goals. I want to work together with the unique producers around Japan, to fulfill their dreams for agriculture while also protecting the rich variety of food and agriculture we have here.

Conveying the true value of
food through cuisine

“Itadakimasu” is the beautiful and uniquely Japanese greeting that we say before eating to express our respect for food. It is a phrase that reminds us of the close connection between food and agriculture. We grow vegetables, raise livestock, and cook the food in our restaurant so that we can provide a heartful experience through the “Itadakimasu” said there.

Confronting the issues of society

Through support for volunteer-run cafes for children, I want the “children” and “food” to be the triggers that spread the building of connections throughout Japanese society. I want to create communities and a society where people can feel that there is a connection between people.

Exploring from the soil

Even today, with all our advanced science, mankind is still unable to create soil. Soil sits there very quietly and does not reveal its secret recipe. However, when we dig down with a shovel, it is clear that soil is rich in character. I dig the soil all over the world to discover the possibilities that each soil has.

Writing stories inspired
by agriculture

There is a unique story behind each individual potato, each tomato, each bunch of asparagus, and each olive. This is what I felt as I wrote my novel. I would be happy if reading the novel makes you feel that way too.

Searching for clues to the solution of social problems

Food is our most immediate social issue. I am working under the theme of “How can we preserve a plentiful dining table for our children?” and performing multifaceted analysis to research the issues and solutions. I want to work together with various companies and institutions to create the future of food and agriculture.

Nurturing in our
beautiful rice terraces

The delicious rice we eat each day begins from a single seedling planted in a terraced rice field in the spring. In the autumn, this becomes the golden ear of rice that is delivered to you. I want many people to experience the excitement of this process.

Supporting production in Africa

I will contribute to the security of the people of Africa through the JICA Africa Food Security Initiative to increase the incomes of farmers, improve the nutrition of rural people through food, increase rice production, and protect farmers from climate change.

Communicating via video

The time it takes until rice is made. The effort it takes until vegetables are fully grown. Agriculture is present behind the meals we eat each day. I will create video that accurately depicts that agriculture to communicate the importance of eating and the importance of living to the people of the future.

Supporting
the people who support food

As a company that has been confronting social issues for over 130 years, we will continue to realize “for the future with planetary-conscious ‘food and agriculture’ that are friendly to the Earth and to people” for a beautiful earth and a prosperous life.