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Keeping close to farmers to launch our products successfully

“Japanese farms are very small and show huge diversity in growing conditions. In order to launch new products, a good relationship with farmers is essential. Our ability to accompany them and train them with different crops is very much appreciated and helps to develop our sales. Furthermore, setting up trial networks and adopting an aggressive approach to the fresh vegetables market have both helped to achieve success in a number of cases for Mikado Kyowa Seed. They helped to launch “Rupia Red” – a melon variety – on the island of Hokkaido, which has remained market leader for more than fi fteen years, with a market share of almost 50% still today. These ingredients also contributed to the success
of the “Homare” range of Daikon radish. And we hope that the same will be true for two promising tomatoes about to be launched: Kosuzu (cherry tomato) and Misora 64 (large pink fruit).”