Regional Trading Company 'Notojima Mirai' Launches Rice Business

Notojima Mirai Co., Ltd., which works on sustainable regional development utilizing local resources in Notojima, Nanao City, Ishikawa Prefecture—a region certified as a Globally Important Agricultural Heritage System (GIAHS)—aiming for recovery from the Noto Peninsula Earthquake, has reached its one-year anniversary since its establishment in April 2025. The company has begun full-scale sales of two brands of Notojima-grown Koshihikari rice, 'Notojima Furusato Rice' and 'Notojima Gyobei,' on its e-commerce site 'Notojima Furusato Shoten.' In addition, a '1st Anniversary Campaign' is being held for a limited time. In Notojima, the increase in abandoned farmland due to aging and labor shortages is a challenge. Notojima Mirai, together with local farmers and stakeholders, is working to regenerate these abandoned farmlands one by one and revive them into rice fields where rice ears can ripen again.