Cafe & Deli "better is" Opens in Jiyugaoka, Tokyo, Collaborating on "Ethical Certification" Farmer Introductions, In-Store Garden Operation, and Compost Creation

The Japan Incubation Center (JIQ), a general incorporated foundation aiming for regional revitalization nationwide, will collaborate with "better is," the flagship store of the "megukuru" brand, which is set to open on July 7th in Jiyugaoka, Tokyo. This store is operated by CNC Inc. (Shinagawa-ku, Tokyo), which develops cafe businesses and food services in partnership with Nestlé. JIQ's collaboration will involve introducing farmers who have received "Ethical Certification" as ingredient suppliers, supporting the operation of the in-store garden, and initiating a compost project to turn food waste from the store into fertilizer.

better is storefrontbetter is in-store gardenbetter is in-store compostRuna Kurachi

Across Japan, there are ambitious farmers who cultivate crops suited to the seasons while working with nature, engaging in rice cultivation, field farming, and dairy farming. However, disparities in income and opportunities for promotion are emerging among producers due to factors such as an aging agricultural workforce, labor shortages, extreme heat, rising costs of feed and fuel, and a lack of technological literacy. In response, JIQ launched "megukuru," a platform brand that connects regional farmers with consumers and companies through ethical consumption, last year. They are promoting the "megukuru Salad & Fruit Lunch" (Note 1) corporate cafeteria service, where employee well-being contributes to the sustainability of farmers and companies, and the "Ethical Certification" system (Note 2) to support ambitious farmers.

(Note 1: "megukuru Salad & Fruit Lunch" press release https://prtimes.jp/main/html/rd/p/000000002.000143226.html)

(Note 2: "Ethical Certification" press release https://prtimes.jp/main/html/rd/p/000000006.000143480.html)

"megukuru" Creates a Space for Consumers, Producers, and Companies to Participate in the Circulation of Food Value

The new "better is" (Note 3), opening by CNC, is a cafe and deli featuring salad bowls made with fresh seasonal vegetables, take-out sales of freshly prepared deli items and vegetables, and authentic boiled bagels.

(Note 3: "better is" press release https://prtimes.jp/main/html/rd/p/000000003.000143226.html)

JIQ will provide "megukuru's" expertise to "better is," introducing farmers who have obtained "Ethical Certification" as suppliers for ingredients like vegetables and fruits, supporting soil preparation and growth for the garden located in the store's outer courtyard, and providing seeds. Furthermore, they will launch the new "megukuru Compost Project" aimed at reducing food loss and kitchen waste by installing a composter to process food scraps such as vegetable ends and leftovers from the store into fertilizer.

Additionally, as part of their events, they will create touchpoints for easily experiencing ethical consumption and sustainability. These include workshops where children can experience the process from vegetable cultivation to harvesting and distribution, and an art project where social artist Runa Kurachi, serving as a "megukuru" evangelist, will create paints with children using soil from the garden and discarded vegetables.

Through these initiatives, JIQ and "megukuru" aim to foster a society where the dining table connects with farmers, and cities connect with regions, allowing the value of food to circulate. They plan to increase opportunities for consumers, producers, and companies to participate in this circulation in their own ways: "Producers are responsible for creating valuable crops with consideration for the region and environment," "Consumers participate in the circulation of value by purchasing and eating," and "Companies participate through corporate welfare programs and composting activities." Positioning "better is" as a model case, they will expand this concept, where "Connections begin with purchasing," the brand message of "megukuru," to other restaurants, companies, farmers, and regions.

Reference Materials

What is "megukuru"?

Brand message: "Connections begin with purchasing." "Meguri, Kuru." (Circulate, Come).

"megukuru" is a platform brand that connects everyday choices to communities, nature, and the smiles of others. Daily actions such as "buying," "using," "eating," and "gifting" become a gentle cycle that circulates through society, fostering a future of empathy, co-creation, and mutual benefit.

They are planning various initiatives, including the corporate cafeteria service "megukuru Salad & Fruit Lunch," pop-up market events, the "megukuru Compost Project" for composting coffee grounds and other waste, and support for in-office gardens utilizing the compost. Through these activities, they aim to expand the circular system and contribute to the sustainability of regional agriculture.

The logo is designed to evoke the colors of the earth, sun, and sky.

https://jiq.or.jp/project/megukuru/

Instagram: https://www.instagram.com/megukuru_ethical/

Japan Incubation Center (JIQ) Overview

JIQ promotes incubation (support for startups and businesses) for individuals and small and medium-sized enterprises active in the fields of regional industry, traditional culture, arts, technology, and the natural environment in Japan. Through this, JIQ aims to create employment, diversify the economy, enhance attractiveness, and achieve sustainable regional development and growth through various activities.

http://www.jiq.or.jp/