April 2015 / Direct from Farm
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“Direct from Farm” brings you much more than healthy farm products. It tells you the stories behind the products that carry it: the dedication of the farmers that goes into growing these products; the passion of the buyers to find these farms; and the easy traceability of the food sources. It seeks to make transparent the food sources of what the consumers buy, bringing farm suppliers and consumers closer.
Easy traceability of the food sources
At city’super stores, “Direct from Farm” introduces the origins of naturally produced farm products such as leafy vegetables, tomatoes and potatoes. For the moment these supplying farms come from several regions including Japan, Hong Kong and France. New locations in California, USA are being explored. Consumers can find out more about what they buy; where they come from and who the producers are. “Direct from Farm” ensures that consumers have access to all this information. Easy traceability of the products boosts their confidence regarding food safety. 
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In Japan, the “Direct from Farm” farms operate privately, sometimes on a family basis with a relatively small production all year round. These farms are clean, well-systemized and highly organized. Currently these farms are located in the Saga, Kumamoto, and Miyazaki prefectures and the number is increasing. Although they are not easy to reach given their relatively small sizes, our buyers are working hard and driving around to source them.
Kawano Farm, a “Direct from Farm” supplier to city’super for more than 10 years, is a specialist in producing tomatoes: 5 types of tomatoes that come in 5 beautiful colors. They have been very supportive of the “Direct from Farm” concept. Every year Mr. Yuichiro Kawano, owner of the farm, comes to Hong Kong to promote his tomatoes. They are well-known for supplying only the best tomatoes among all that have been harvested. Mr. Kawano and his young and energetic team work on the farm not only with passion, but also respect for their own products. 
Products you have seen in this page
Products you have seen in this page
In March 2015, Mr. Kawano visited Hong Kong to be closer to the local consumers as well as to understand the local taste. He welcomed any feedback that was given to his products in order to make them even better. He explained that the 5-colored tomatoes are delicious because of the soil, climate, and seeds which can only be found in Japan. Thanks to natural fertilizers, weed control by hand and working from the heart, these tomatoes are juicy and supple with a refreshing taste.
Products you have seen in this page
Products you have seen in this page
By using natural fertilizers, the quality of the crops produced might not be stable each time. However, this has never affected the farmers’ insistence on using the organic and natural methods of farming. Some local farms have produced new crop varieties, allowing consumers to have more choices. They can rest assured that these products are natural and healthy.
Products you have seen in this page
Products you have seen in this page
Thanks to the devotion of the buyers, consumers are able to have a wider variety of produce choices not commonly found in the market. Organic vegetables which are not commonly produced in Japan include organic shungiku, wasabina, rucola and red mustard mizuna.
Next time when you see “Direct from Farm” at city’super stores we warmly invite you to take a closer look at the details of the farms and the pictures of the farmers. They wrap the very best of their work into each bag and box of farm produce and will continue to keep you surprised with their quest for excellence, presented to you through “Direct from Farm”.
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