Spirit of Resilience
Raising Fruit with Style
Growing fruit with personality. That’s the goal of a group of young farmers in Niigata Prefecture. They’re trying to raise the international profile of their region through humor, unique promotional ideas, and innovative agricultural techniques. As older farmers in the area retire, these young people are stepping in to preserve and promote local traditions. And like many entrepreneurs, they’re finding ways to engage new audiences even in the dark days of the COVID-19 pandemic.