Transforming Japan's Food from the Source

"Tohoku Taberu Tsushin" deeply explores a single producer and their product, delving into the producer's thoughts, the production process, and even cooking methods within its lavish tabloid format. One can almost hear the producer's breath from the pages.

This is a system designed to support producers by fostering consumer interest in Japan's food-producing regions and the people who cultivate our food, encouraging them to become ongoing supporters. Subscribers not only enjoy the bounty of their food but can also directly interact with producers via social media like Facebook, or participate in tours to production sites. A key feature is the direct communication channel between producers and consumers.

While based on the principles of Community Supported Agriculture (CSA)※, which is also spreading in places like the United States, the system was conceived by Hiroyuki Takahashi, Representative Director of NPO Tohoku Kairyo.

While restaurant chefs may receive attention, the producers who grow the ingredients rarely do. Even when we go to the supermarket, we typically check the price, freshness, and region of origin, but we remain disconnected from the producers themselves.

Mr. Takahashi believed that to break this cycle, it was essential to properly introduce the producers behind our food and create a system where they are respected. He reasoned that this would not only increase producers' incomes but also encourage more young people to pursue primary industries.

"Reforming the world starts with reforming food." The slogan of Taberu Tsushin conveys a spirit of changing societal structures through food. The design of the magazine is also compelling, having been nominated for this year's Good Design Award.

※ Community Supported Agriculture (CSA): A system where consumers support producers through advance payments and other means.

"Discovering Food is Revitalizing Towns" - "Higashimatsushima Taberu Tsushin"

Some editions of "Taberu Tsushin" are published at the municipal level. One such example is "Higashimatsushima Taberu Tsushin," published in Higashimatsushima City, Miyagi Prefecture.

The feature on Mr. Tai Aizawa, a nori (seaweed) fisherman from Higashimatsushima, in the February issue of "Tohoku Taberu Tsushin" was supported by Mr. Masashi Ota. Mr. Ota operates an antenna shop in Higashimatsushima that handles the city's specialty products and has strong connections with local producers.


The feature on fisherman Mr. Aizawa reportedly received a variety of responses. While Mr. Aizawa himself gained recognition as a producer, what was particularly gratifying was seeing the local staff who handled his seaweed gain a deeper understanding of his passion, which translated into pride in selling his products and a desire to "sell more."

This experience led Mr. Ota to realize that "Taberu Tsushin" has the power not only to bridge the gap between producers and consumers but also to change the mindset of local people.

The scheme for "Higashimatsushima Taberu Tsushin" is the same as "Tohoku Taberu Tsushin," but its concept differs slightly, with the slogan "Discovering Food is Revitalizing Towns."

"I want local people to know more about their local products, and for that appreciation to lead to the town's vitality," says Mr. Ota.


The first issue of "Higashimatsushima Taberu Tsushin," launched in August of this year, featured "Mawashi Iwashi" (round sardine). Mr. Yasuhiro Otomo, who runs a set-net fishing operation with his son, was featured. However, catches are dependent on nature, and he faced considerable challenges in ensuring stable shipments.

Consumers not only sent messages saying, "It was delicious," but also emails expressing, "I learned about the difficulties of working with nature." The producers' struggles seem to have resonated with consumers.

"Taberu Tsushin," which connects producers and consumers, has garnered significant attention across Japan, and its expansion into various regions is highly anticipated.