Over 100 media representatives gathered for the preview! Four “make you love vegetables” experiences at Fukaya Terrace Yasai na Nakamatachi Farm. Is love on the dining table—and in Fukaya?!

Hello! I’m Kanie from PR Division 1, Public Relations Business Headquarters. I joined the company in April 2022!

This is sudden, but do you like vegetables? I love them!

With the arrival of full-fledged summer, we also need to guard against the dreaded “summer fatigue,” so this is the time of year when we especially want to eat more vegetables. However, many of you may be thinking, “I’m busy, so I end up eating out or relying on instant foods…” or “I don’t really eat many vegetables…,” isn’t that right?

For those of you, this time we would like to introduce Fukaya Terrace Yasai na Nakamatachi Farm, a facility created by Kewpie Corporation that teaches you everything about the appeal of vegetables, based on the concept: “A farm that makes you excited about vegetables, makes you love them, and nurtures everyone’s smiles,” which opened on May 29! We would be delighted if this inspires you to take an interest in vegetables, too!

Get excited about vegetables, and learn to love them!Opened May 29: “Fukaya Terrace Yasai na Nakamatachi Farm”

A pointed-roof building in the middle of the farm catches the eye

Fukaya Terrace Yasai na Nakamatachi Farm is a multi-purpose facility where you can experience the appeal of vegetables, which opened on Sunday, May 29, 2022, in Fukaya City, Saitama Prefecture.On a site of approximately 17,600 m², it offers four experiences—hands-on farm, marché, restaurant, and vegetable classes—through which you can deepen your knowledge of vegetables.

In fact, this facility began as a project proposed by employee Kayo Matsumura through Kewpie’s internal open call for new business plans, “Try!Kewpie” (now the Kewpie Startup Program), held in 2012, and was selected for implementation. Kewpie’s corporate philosophy is to contribute to society through food, and this project was adopted as part of that commitment.Fukaya Terrace Yasai na Nakamatachi Farm, realized over the course of 10 years, is truly the result of the project team’s “love of vegetables,” led by Ms. Matsumura, the originator of the idea.

Kayo Matsumura, who conceived the idea, is also an Advanced Professional Vegetable Sommelier

We communicated that this is not merely a leisure facility, but a food-education facility created by Kewpie, a true vegetable professional full of love for vegetables; that it is an initiative to support local farmers under the banner of local production for local consumption; and that it is also aligned with the SDGs. As a result, despite being a bit far from central Tokyo, we were able to attract interest from media across a wide range of genres. Consequently, more than 100 media representatives attended the press preview held ahead of the opening, underscoring the high level of attention it received.

On the opening day, May 29, guests includingFukaya Mayor Kojima and children from the surrounding Fukaya area were invited, and an openingceremony was held together with Kewpie President and Representative Director Mitsuru Takamiya.The ceremony, which was a little unusual, became a hot topic—can you imagine what it was like? Instead of a ribbon-cutting, all the participants pulled up red and white turnips (“kabu”) together to mark the opening!

Kewpie President and Representative Director Mitsuru Takamiya (left), Fukaya Mayor Susumu Kojima (right), and children from the surrounding Fukaya area

Even after the ceremony, there were plenty of events, including a rice-planting experience led by the children, making the first day a wonderful opening where visitors could experience the appeal of vegetables with their whole bodies.Now, let us introduce the four experiences at Fukaya Terrace Yasai na Nakamatachi Farm in detail!

A hands-on farm where you can learn with a guideand experience harvesting

The farm surrounding the building is planted with more than 30 varieties at all times, and around 100 varieties over the course of a year.Participants first walk around the on-site farm together while chatting with the guide staff.A key highlight is that you can see small vegetables still growing and vegetables with imperfect shapes.

You may not usually think about it, but in supermarkets in central Tokyo, vegetables are mainly sold when they are ready to eat and neatly shaped, so there are few opportunities to see vegetables that are still growing or those that fall outside standard specifications, aren’t there?I was shown a small carrot that was still growing, and I was surprised by how adorable its size was!

Just like the carrots Peter Rabbit eats!

After being guided by the staff, it’s time for the long-awaited harvesting experience!Depending on the season, you can harvest two to three types of vegetables that are in season at that time and take them home. The experience fee varies depending on the types and quantity of vegetables you can harvest.Another feature is that it’s not just about taking them home—you can also ask professionals how to cook them deliciously with minimal waste. Whether you cook regularly or not, you can enjoy seasonal vegetables with cooking methods that are a little different from your usual routine.

A “marché” where you can shop while learning about seasonal vegetables

The marché is filled with lots of colorful, fresh vegetables.I found it unique that they offer products that bundle multiple vegetables into sets based on cooking methods—for example, vegetables suited to simmered dishes like curry or ratatouille, or vegetables that are delicious when grilled.

You can also purchase original items such as “Today’s Salad Mix,” which bundles seasonal vegetables like a bouquet and adds herbs, as well as processed products like vegetable financiers and dressings.In addition, the marché sells cute “Yasai na Nakamatachi” goods! There was a monument of “Caroline,” a carrot-inspired character who is one of the Yasai na Nakamatachi, so I couldn’t help but snap a photo! (Laughs)

The staff are vegetable experts, and some even hold vegetable sommelier certifications. If you ask, they will tell you anything—from delicious ways to eat vegetables to how to use them up without waste.Just like the hands-on farm, I felt the novelty of this facility lies in being able to shop “while learning”!

A “restaurant” with no set main menu

A restaurant supervised by Chef Kazunori Otowa and Chef So Otowa, known for advocating local production for local consumption and for cooking methods that fully bring out the natural qualities of vegetables.Amazingly, this restaurant has “no set main menu.”

Because the menu is created each time with freshly sourced vegetables as the stars, you can enjoy the most delicious vegetables of the moment using the best cooking methods. The menu is also posted on the official social media channels, so why not check it out?(Instagram@yasaina_farm)

Another thing I found wonderful is the restaurant space itself. With large windows offering a panoramic view of the hands-on farm, you are sure to feel uplifted on a sunny day!

“Vegetable classes” that teach you how to use vegetableswithout waste

*Photo is an illustrative image of a vegetable class

The vegetable classes, scheduled to be held irregularly after the opening, will allow you to learn about the appeal of vegetables from a variety of vegetable experts.There will be workshops for children, such as arranging cut, colorful vegetables on a plate as if it were a canvas to create a picture, and making original cards decorated with stamps made from parts that would otherwise be thrown away, such as vegetable stems… Just hearing about it is exciting.

They are also planning classes for adults where you can learn in depth about vegetable nutrition and cooking methods, so I plan to check the official social media and website!

What do you think? Have you become even a little more interested in vegetables?Once you have received vegetable knowledge, cooking methods, and plenty of “love for vegetables” from the professionals, all that remains is to go home and put what you learned into practice at your own table!

Harvest, eat, learn, take them home to cook, and enjoy vegetables again at the table. Truly, love is in Fukaya and on the dining table!

We believe the experience at Fukaya Terrace Yasai na Nakamatachi Farm will give you an opportunity to think about your “food”! We encourage you to visit!

Fukaya Terrace Yasai na Nakamatachi Farm (https://www.kewpie.co.jp/farm/)
■ Facility name: Fukaya Terrace Yasai na Nakamatachi Farm
■ Address: 54 Kamisori, Kuroda, Fukaya City, Saitama Prefecture
■ Site area: Approx. 17,600 m²
■ Concept: “Get excited about vegetables, and learn to love them! A farm that nurtures everyone’s smiles”
■ Hours
<Gates open/close>Weekdays 9:00–19:30 / Weekends & holidays 9:00–20:30
<Marché>Weekdays 11:00–19:00 / Weekends & holidays 9:00–20:00
<Restaurant>Weekdays / Weekends & holidays 11:00–18:00 (Last order 17:30)
■ Admission: Free
■ Access: Approx. 4 minutes by car from the Kan-Etsu Expressway “Hanazono IC” / Approx. 5 minutes on foot from the Chichibu Railway “Fukaya-Hanazono Station”
■ Parking: Shared with Fukaya Terrace Park, 138 spaces (free)