Today, I visited "JA Hokota Farmers Market Nadaro." Setting aside the pun "Nadarō wa donna darō" (meaning "What's Nadaro like?"), this is a popular direct sales store that always has a full parking lot. As expected from Hokota City, the "Kingdom of Vegetables." Let's delve into the secret of its popularity.
The welcome vegetable before entering the store was the Earl's Melon. Earl's Melon is also known as Muskmelon, a synonym for luxury melons. Hokota City is the top producer of melons in Japan. I was told that from May to June, "Ibaraking," an original variety from Ibaraki Prefecture, was on sale. I was too late. I definitely want to try it next year.
Inside the store, products are displayed vibrantly along with banners. Banners really catch the eye, don't they? Nowadays, they are used to attract customers, but in the Sengoku period, they displayed family crests and were used to distinguish friend from foe. I would love to meet the lord of this "Vegetable Kingdom" direct sales store.
Oh, there he is. Lord "Nadarō," it is a great pleasure to meet you. For the lord himself to be promoting, it's just like a top salesperson, isn't it?
The reason Hokota is called the "Kingdom of Vegetables" is not only its high agricultural output but also the sheer number of products designated as Ibaraki Prefecture's brand produce. This designation is a testament to the high quality and stable supply, highly regarded as a representative production area of Ibaraki. Of course, melons are one of them, and I'll introduce a few others.
Thick and delicious komatsuna (Japanese mustard spinach). It is said that komatsuna was offered to Shogun Yoshimune during his hawk hunting, and its name comes from the place name at that time.
Mizuna, recommended for salads. Did you know it's actually related to turnips? No, I didn't.
Spinach, where freshness is key. Since moisture evaporates quickly from the leaves, cook it on the same day you buy it.
Mini tomatoes (Ama-Eru). Ama-Eru, a unique brand of JA Hokota's department, gets its name from "ama-kute L-size" (sweet and L-sized), and is carefully shipped after agricultural advisors conduct sugar content tests and taste checks in the fields. The name is easy to understand.
For processed goods, I recommend tomato juice made from Ama-Eru and the medium-sized tomato, Chutaro. This volume display is irresistible.
I've introduced a few, but the "Kingdom of Vegetables" Hokota City and Farmers Market Nadaro still have so much more to offer. This direct sales store was bustling with activity, backed by the words of the staff that you can find everything you need here, and by safety and security.
Truly, a direct sales store is a microcosm of the region.
Text and Photos: Sekiguchi (Regional Collaboration Team)
JA Hokota Farmers Market Nadaro
537-1 Iina, Hokota City, Ibaraki
TEL 0291-34-8888