Today, I visited "WINDS BASE~FARMER’S PALLET~," a direct sales store with a name perfectly suited for this season, where, even though autumn has officially begun, a refreshing breeze blows amidst the lingering summer heat. At first glance, it has a stylish exterior, much like a garage house. The tractor in the lower left seems to be looking at us, as if guiding us and saying, "This is a direct sales store." This time, I'd like to introduce this direct sales store while interviewing Mr. Hitoshi Iida, the representative, about various things.
Inside the store, there are local products that can only be bought here, such as vegetables like melons and potatoes, and processed goods like dried fish, tofu, and tokoroten. Asking the store manager or staff for recommended products is one of the joys of visiting direct sales stores.
As expected, bell peppers are what really stand out. Kamisu City boasts the highest production of bell peppers in Japan. The warm climate and well-drained soil provide the ideal conditions that bell peppers prefer. Agri New Winds Co., Ltd., which operates WINDS BASE, cultivates bell peppers and paprikas on approximately 120 ares, which is about 1.3 times the size of the Kashima Stadium pitch. Imagine the entire lawn covered in bell peppers.
The top recommendation at this direct sales store is the mini paprika "Sweet Cocktail Pepper." As its name suggests, its sweetness is a distinctive feature. With a sugar content of 10-13 degrees, it's as sweet as strawberries, and the sweetness is said to intensify when heated. I, who had the preconceived notion that bell peppers and paprikas were bitter, also had the chance to sample it. "What is this? It's sweet! And crunchy!" Mr. Iida's desire to "have even children who dislike vegetables eat them" was clearly conveyed.
They are also engaged in Sixth Industrialization efforts, commercializing pickles, curry, and gyoza made from "Sweet Cocktail Peppers." Furthermore, the name "Sweet Cocktail Pepper" is a registered trademark, and its successful brand establishment makes it truly deserving of being called a "smartly established pepper."
Mr. Iida gave me a tour of the greenhouse. "Some kids don't know how crops are grown, you know." "That's right (it's my first time seeing it too)."
They've introduced IT technology into their cultivation methods, using sensors to manage temperature, light, and carbon dioxide levels. I can't help but think that if I had grown up in such an environment, I might have grown taller. For paprikas, this environment is undoubtedly perfect.
This direct sales store, while leveraging its local advantages, is bringing a fresh breeze to the agricultural industry by incorporating modern cultivation techniques and diverse management approaches. Moreover, they are addressing social issues such as the aging of farmers and the shortage of successors, and this new wind they are creating will undoubtedly spread beyond Kamisu City to other regions across the country.
Truly, a direct sales store is a microcosm of its region.
Text and Photos: Sekiguchi (Regional Collaboration Team)
WINDS BASE~FARMER’S PALLET~
580-18 Ota, Kamisu City, Ibaraki Prefecture
TEL 0479-46-5771