A new breed of younger, business- and tech-savvy farmers is transforming Japan's shrinking agriculture sector with cutting-edge techniques and marketing strategies, giving new hope to an industry in slow decline.
Hiroki Iwasa, a 40-year-old IT entrepreneur with an MBA, grows strawberries in seven high-tech greenhouses where computers set the temperature and humidity to optimal growing conditions and ensure the rows of bushes are sprayed with water at precise times.
He markets his Migaki Ichigo-brand strawberries directly to fancy department stores in Tokyo, where they go for as much as ¥1,000 apiece, as well as to customers in Hong Kong, Singapore, Taiwan and Thailand, where Japanese produce has an excellent reputation.