Launched Today: 'Eating Means Receiving from a Landscape' | Regenerative Food Brand 'MINORI FOODSCAPE' Begins with Organic Ingredients Focused on Natural Farming

The MINORI FOODSCAPE key visual changes with each season to reflect the shifting of nature.

emma. Inc. (Headquarters: Itoshima City, Fukuoka Prefecture; CEO: Ryosuke Okada), operator of the natural and organic ingredient e-commerce platform 'MINORI,' announced on July 15, 2026, a full rebranding to 'MINORI FOODSCAPE' and a complete overhaul of its e-commerce site. As a regenerative food brand that gathers seasonal ingredients cultivated with respect for natural cycles, it will deliver vegetables, fruits, meat, fish, and processed goods on a monthly rotating basis.

Receiving the Joy of the Season — From the Landscape

Eating. It means receiving life from a certain landscape.

It means touching the terroir and practices preserved and nurtured by someone, and remembering the rhythm of nature. With each choice we make, delicious landscapes are passed on to the future. MINORI FOODSCAPE is a regenerative food brand that aims to redefine the connection between people and nature, and the meaning of true abundance, centered on this philosophy.

'Receiving from the Landscape'

Why now? The numbers quietly reveal 'Japan's Food Crisis.'

According to the 2025 Agricultural Census, core agricultural workers numbered approximately 1.02 million — a 60% decrease from around 2.4 million in 2000 over a quarter century. The average age is 67.6 years. Furthermore, land concentration into large-scale operations of 20 hectares or more is accelerating, making the polarization between large and small farms more pronounced than ever.

Ministry of Agriculture, Forestry and Fisheries: '2025 Agricultural Census' (Final figures as of March 31, 2026)

Meanwhile, the United Nations has designated 2019–2028 as the 'Decade of Family Farming.' Family farming accounts for about 90% of the world’s farms and is being re-evaluated as a key driver of sustainable food production.

United Nations: 'Decade of Family Farming (UN Decade of Family Farming) 2019–2028'

'Small-scale farming' is Japan’s traditional agricultural model. Despite their small scale, studies show these farms help maintain regional biodiversity and environmental balance. They have also preserved diverse regional food cultures and landscapes rooted in the land.

1. Ricciardi et al. (2021), 'Higher yields and more biodiversity on smaller farms,' Nature Sustainability / 2. Herrero et al. (2017), 'Farming and the geography of nutrient production for human use,' The Lancet Planetary Health / 3. IPBES (2019) Global Assessment Report on Biodiversity and Ecosystem Services / 4. Kremen & Merenlender (2018), 'Landscapes that work for biodiversity and people,' Science / 5. FAO (2019) The State of the World's Biodiversity for Food and Agriculture

As the world looks to small farms for the future during this designated decade, Japan’s era of small-scale farming is statistically coming to an end. MINORI FOODSCAPE is a venture positioned at this pivotal moment.

The Producers’ 'Hands' — Also the Brand’s Symbol

Through MINORI FOODSCAPE, we have met producers who continue to protect their local natural environments — many of them in their 70s. One producer said:

'As long as we cherish the soil and keep it clean and protected, our grandchildren and great-grandchildren can experience the same taste and emotion.'

The time these hands remain active is not long. If fields are not passed on, what disappears is not just vegetables, but the landscape of the land itself.

What is FOODSCAPE?

'FOODSCAPE' is a coined term combining 'FOOD' and 'LANDSCAPE.' It is a comprehensive concept that encompasses the natural landscapes behind food distribution, the people’s intentions and practices that protect and nurture their cycles, and the history and culture of the land.

In traditional Japanese life, there was a deep awareness of living within natural cycles. In harmony with these cycles, human activities and cultures flourished in each region. Food culture was one such expression. MINORI FOODSCAPE’s mission is to regenerate the connection between people and landscapes.

MINORI FOODSCAPE Logo

Logo illustration by Hitomi Ito

The logo is inspired by the image of hands praying for a bountiful harvest, using 'human hands' as its motif. Rice, vegetables, and fish each have their birthplace, a season in time, and the hands of people who nurtured them. Hands are tools for cultivation and also a form of prayer. In addition to the logo, Ito’s illustrations appear throughout the site, including category-specific artwork.

Overview of the Relaunch

The site redesign was carried out with design and art direction by Asuka Wakiya Design Office, photography by Ryo Tsuchida, and illustration contributions by Hitomi Ito.

* For additional credits, please refer to the bottom of the page.

A Site That Shows the Producers’ Landscapes — The producer and product pages have been completely renewed to convey the soil and craftsmanship of each of over 100 producers.

Product pages now feature 'FOODSCAPE STORY,' sharing the producer’s journey and philosophy.

'FOODSCAPE STORY' aims not only to deepen understanding of the service but also to raise awareness of industry and regional challenges.

Category Expansion

In addition to vegetables and fruits centered on natural farming (※1) and organic cultivation (※2), the site now offers free-range eggs, pasture-raised meat, seasonal fish, and additive-free processed goods — all available in one place.

※1 'Natural farming' at MINORI refers to agricultural products grown without the use of pesticides or fertilizers during the cultivation period, confirmed directly with producers, and cultivated by leveraging the region’s natural environment and soil.

※2 'Organic cultivation' refers to products certified under the Japanese Agricultural Standard (JAS). For non-JAS certified products, terms like 'organic' or 'organic' are not used; cultivation methods are stated as confirmed with the producer.

Monthly Subscription Box 'MINORI BOX' — Each month, we deliver a curated selection of the season’s most delicious items. For vegetables and fruits, we aim to deliver within 48 hours of harvest, preserving the scent of the soil so that the landscape comes alive the moment you open the box.

MINORI BOX | Assorted vegetables and fruits ONIKU BOX | Meat, vegetables, and fruits assortment OSAKANA BOX | Fish, vegetables, and fruits assortment

Growing My Page

We’ve introduced a new My Page where a single illustration themed on 'FOODSCAPE' and 'circulation' gradually completes itself based on your purchase history. Inspired by the natural cycle centered on a flowing river, the image evolves as you engage with the brand.