Tackling Abandoned Farmland in Imabari, Ehime—MOriTO Farming’s Mission to Preserve People, Community, and Agriculture

Imabari Akinaishoukai Co., Ltd. (President: Shujiro Abe) announces the inclusion of products from MOriTO Farming Inc., a citrus farming company based in Imabari City, Ehime Prefecture, as return gifts for Imabari City’s hometown tax donation program.

Ehime Prefecture ranks among the top citrus-producing regions in Japan.

Imabari City, in particular, benefits from the mild climate of the Seto Inland Sea and is known for cultivating premium citrus varieties such as 'Unshu Mikan' (Satsuma mandarin), 'Mandou (Aikaku 28)', and 'Kanpei'.

Each season, these citrus fruits attract nationwide attention and are highly popular as hometown tax return gifts.

However, due to aging populations and a shortage of successors, maintaining and inheriting farmland that has become difficult to manage has become a major regional challenge in Imabari.

According to the 'Regional Plan' published by the Imabari City Agricultural Committee, abandoned farmland in the city totals 187 hectares (approximately 40 Tokyo Domes), accounting for 4.0% of all farmland.

Imabari City has set a goal to reduce the rate of abandoned farmland to 2.0% (83 hectares) by fiscal year 2036, promoting farmland preservation and utilization across the region.

(Reference: https://www.city.imabari.ehime.jp/nougyou/info/nouchiriyou.pdf?R8)

MOriTO Farming, headquartered in Kikuma Town, Imabari City, is addressing these regional challenges by revitalizing abandoned farmland and securing the future of local agriculture.

The Three 'Protect' Principles Behind 'MOriTO' (Guardian)

The company name 'MOriTO (Guardian)' embodies three core values: 'Protecting people,' 'Protecting the community,' and 'Protecting agriculture.'

President Tanaka, originally from Ota Ward, Tokyo, was not born into a farming family but discovered Kikuma Town through fate and learned agricultural wisdom from local producers.

'Everything I learned from the local community forms the foundation of my farming today.'

Motivated by gratitude for the traditional knowledge, skills, and human connections passed down in the region, Tanaka is committed to carrying forward local industries into the future.

MOriTO Farming Team (Center: President Tanaka)

Reviving Abandoned Farmland into Productive Orchards

MOriTO Farming takes over orchards that have become difficult to manage due to aging and performs land rehabilitation through grass cutting, pruning, and soil improvement.

[Condition of farmland before revitalization]

The company has expanded its cultivated area to approximately 8 hectares (about 1.5 Tokyo Domes). It primarily grows citrus varieties such as Mandou (Aikaku 28), Kanpei, and Unshu Mikan, along with vegetables like watermelon and eggplant.

Taking over farmland is not merely about expanding cultivation area. The company believes that maintaining farmland that has become difficult to cultivate and passing it on to the next generation is essential to preserving the entire production region.

[Condition of farmland after revitalization]

Agriculture Grown Together with the Community

MOriTO Farming’s efforts go beyond land revitalization. During peak harvest seasons, the company builds close collaboration with local residents, contributing to job creation in the region. Additionally, it actively participates in community activities such as grass cutting, irrigation channel maintenance, and local events, acting as an integral part of the community.

Because agriculture is an industry rooted in the community, valuing human connections is key to preserving regional agriculture—this is the essence of MOriTO Farming’s 'community-integrated agriculture.'

Delicious Citrus, Crafted with Care

A commitment to quality is another hallmark of MOriTO Farming. The company meticulously records and manages soil conditions, pest control history, and farming operations, and conducts regular sugar content measurements. Especially for Mandou, a delicate variety with thin skin prone to damage, each fruit is carefully hand-selected.

In agriculture, where nature is the ultimate partner, producing consistent quality year after year is challenging. Yet, inspired by customer feedback saying 'it was delicious,' the team dedicates time and effort to every step of the process.

Close-up of hand pruning

Delivering Imabari’s Delicious Citrus Nationwide

In addition to local sales, MOriTO Farming delivers citrus fruits nationwide through its online shop and the hometown tax program. Driven by the desire to share Imabari’s delicious citrus with more people, the company continues to expand its distribution channels.

Guardian’s Mandou (Gift Box)

Premium Mandou carefully packed in an elegant gift box. Known for its jelly-like smooth texture, melt-in-the-mouth flesh, and refined sweetness, it makes an excellent gift for loved ones. (Furusato Choice: https://www.furusato-tax.jp/product/detail/38202/6625263?utm_source=ehimeken_imabarishi&utm_medium=referral&utm_campaign=lgmk_38202)

Guardian’s Mandou (Household Use)

Enjoy the jelly-like smooth texture, melt-in-the-mouth flesh, and refined sweetness of Mandou at home. Perfect for everyday enjoyment. (Furusato Choice: https://www.furusato-tax.jp/product/detail/38202/6625262?utm_source=ehimeken_imabarishi&utm_medium=referral&utm_campaign=lgmk_38202)

Guardian’s Kanpei

A citrus variety originally developed in Ehime Prefecture, offering a crisp bite and high sugar content. With its thin peel, it's easy to eat, delivering rich sweetness and juicy flavor that fills the mouth. (Furusato Choice: https://www.furusato-tax.jp/product/detail/38202/6625261?utm_source=ehimeken_imabarishi&utm_medium=referral&utm_campaign=lgmk_38202)