On a Saturday morning in December in the classy Roppongi area, young farmers surrounded by their vegetables, fruits, hams, and honeys explained to fashionable Tokyoites the intricacies of their produce — including the production process and the best ways to prepare them.
The market, named the Hill's Marche, is one of the projects organized by the nonprofit organization Noka no Kosegare Network (Network of Farmers' Sons), aimed at offering new sales routes for growers where they can set their own prices and communicate directly with consumers.
"We're aiming to change the primary sector into a cool, profitable and inspiring industry to attract young farmers and revamp Japan's agriculture," said Yusuke Miyaji, 33, a former company employee and now pig farmer who heads the NPO based in Minato Ward, Tokyo.