Growing fresh vegetables inside the store!? The urban-farm produce platform “Infarm” launches in Asia for the first time!!

1. Hello, everyone. I am Yamaguchi from PR Division 1, Public Relations Business Headquarters.

This may be sudden, but do you fully understand the term “sustainable,” which you have been hearing a lot lately!?

“Sustainable” is a word made up of sustain (to continue) and able (to be able to), and it means “sustainable” or “able to continue for the long term.” If we were to paraphrase “a sustainable society,” it would mean “a society in which we protect the global environment by not overusing resources, so that future generations can continue to live rich lives on a beautiful Earth.”

The term SDGs (Sustainable Development Goals (the sustainable development goals set by the United Nations to be achieved by 2030)) also includes the word “sustainable,” doesn’t it?

Now that the term “sustainable” is drawing attention and environmental considerations have become essential across many industries, one area that is especially inseparable from our daily lives is our diet.

In this article, I would like to introduce the cutting-edge agricultural platform “Infarm,” which is expected to bring changes from our diets to the global environment!

■ What is the urban-farm produce platform Infarm?

Infarm is a company that provides an urban-farm produce platform originating in Berlin, Germany. Simply put, it installs modular units called “farms” indoors at supermarkets and other locations, creating a system that delivers fresh herbs and vegetables grown indoors directly to consumers.

To date, Infarm has expanded to nine countries worldwide, mainly in Europe. Then, starting in January 2021, it began operations in Japan—its first market in Asia—starting with three Tokyo locations: Kinokuniya International (Aoyama), Daily Table KINOKUNIYA Nishi-Ogikubo Station, and Summit Store Gotanno!

■ An era in which produce is grown and consumed locally in cities

At each store where Infarm has been introduced, Infarm staff visit regularly and harvest the vegetables grown in-store with the roots still attached. By minimizing the transport distance from production to consumption, it has become possible to provide “fresh vegetables” full of nutrients and flavor. After purchasing, you can keep them fresh by soaking the roots in a container with about 2 cm of water and storing them away from hot and humid conditions.

By purchasing Infarm produce, consumers not only benefit from being able to eat delicious fresh vegetables and herbs, but the introduction of Infarm’s system also makes it possible to reduce land use by 99.5%, water use by 95%, and transport distance by 90% compared to soil-based agriculture.

In addition, no chemical pesticides are used, and because it enables “local production for local consumption in the city” by growing and harvesting produce in-store and in nearby areas, it also helps reduce food waste.

In other words, vegetables produced by Infarm not only improve safety and quality, but can also make a major contribution to addressing environmental issues!

With the introduction of Infarm, might we be able to overturn the long-held assumption in Japan that “produce is transported from rural areas,” and gain a new option?

And do you not think that change would be positive—for you and for the planet?

Our company supports Infarm’s activities from the perspective of PR communications. Infarm plans to expand to multiple stores in the greater Tokyo area first, so if you see it at a store near you, please be sure to give it a try!

Visit the official Infarm website here.

It has been about four years since I joined SUNNY SIDE UP as a new graduate. Since joining, I have handled clients across a wide range of industries—from trend-focused PR such as “first launch from overseas” and “new openings,” to robotics, finance, cosmetics, food and beverage, large-scale facilities, and art. Recently, I have been involved in SDGs-related PR, mainly for startup companies. My hobbies are outdoor activities such as snowboarding, surfing, and hiking. This year, I will be trying backcountry for the first time!