* Information contained in this news release is current as of its date of announcement. Be aware that information contained herein is subject to change without notice.
March 26, 2020
Mitsui Fudosan Co., Ltd.
Tokyo, Japan, March 26, 2020—Mitsui Fudosan Co., Ltd., a leading global real estate company headquartered in Tokyo, announced today that it has established GREENCOLLAR, Inc. (hereinafter “GREENCOLLAR”) aiming to expand in new business fields, and will conduct a table grape production and sales business (hereinafter, the “Business”) in Japan and New Zealand.
GREENCOLLAR is an in-house venture company created through the Mitsui Fudosan Group’s new business proposal system*. The company will propose a lifestyle that is neither white collar nor blue collar, but “Living in a more human way with nature = ‘Green Collar’.”
The Business will produce high quality table grapes of a Japanese variety in the northern hemisphere (Japan) and the southern hemisphere (New Zealand), where seasons are opposite, to sell seasonal grapes around the world throughout the year. In this way, the Business aims to enhance the value of Japanese branded agricultural produce. Furthermore, by transferring and innovating high level production technologies, the Business will tackle social issues in the agricultural fields such as a shortage of successors.
The Group aims to contribute through the Business to the SDGs, particularly “promote sustainable agriculture” (Goal 2), “promote decent work (motivating, human work)” (Goal 8), and “partnerships to achieve the goal (Goal 17).
* A program inside the Mitsui Fudosan Group that calls for new business proposals and lets the proposers of selected projects take responsibility for executing them.
Conceptual diagram of year-round production in Japan and New Zealand
(Outdoor cultivation on Japanese style grape trellises)
Japan has developed numerous high-quality table grape varieties, including Kyoho, Pione, and Shine Muscat. Most table grapes products in Japan are consumed domestically, and the volume of overseas exports is small. By producing in both the northern and southern hemispheres and selling the produce worldwide, the company seeks to bolster the brand value of Japanese table grapes.
Japanese style table grape production requires delicate techniques, and requires a lot of effort. We started the Business with a desire to work hard in the great outdoors to produce authentic table grapes with great care for people all over the world to enjoy.
The Hawkes Bay region is also known as the “fruit bowl” for its prolific fruit production, and is home to numerous wineries. The company plans to establish a production site here as the area meets all the required conditions for grape production.
After many years searching for the perfect production area in the southern hemisphere, we started producing in the Hawkes Bay region in 2015. By participating in the business of GREENCOLLAR, we will be producing on a larger scale and I am very excited about letting people around the world enjoy eating seasonal table grapes.
The only grape grower producing Japanese varieties of table grape in Japan and New Zealand.
After working in private companies, he took over the family grape production business 20 years ago and started producing in Fuefuki City, Yamanashi Prefecture.
In 2015, he started production in the Hawkes Bay region of New Zealand, as a countermeasure to the issue of aging in Japanese agriculture and to reduce the amount of idle agricultural land and shorten the period of training time for new agriculture workers.
The company will propose a lifestyle that is neither white collar nor blue collar, but “Living in a more human way with nature = ‘Green Collar’.”
With our Group statement of “ The Mitsui Fudosan Group aims to bring affluence and comfort to urban living.” Mitsui Fudosan is making a new attempt to propose a lifestyle that blends motivation for working and for living, having examined both Japan’s working style (office work) and way of taking holidays (retail properties and residences).
We decided on this company name because we wanted to propose a lifestyle that blends work with leisure. The three lines in the logo represent the three people who proposed the Business, while the slightly distortion of the straight lines represent a grapevine, and the white space in the third line represents the unlimited expansion of the Business.
|Location||3-2-1, Nihonbashi Muromachi, Chuo-ku, Tokyo|
|Establishment date||December 25, 2019|
|Representative Directors||Osamu Oba, Yusuke Kaburagi, Shin Koizumi|
The people who proposed the Business
From the left: Yusuke Kaburagi, Osamu Oba
|Location||45 Queen Street, Auckland 1010, New Zealand|
|Establishment date||January 31, 2020|
|Representative Director||Shin Koizumi|
|Directors||Osamu Oba, Yusuke Kaburagi, Tracy Hickman|
The people who proposed the Business Shin Koizumi
Mitsui Fudosan Group is undertaking a variety of initiatives to stay ahead of the times under its Group statement, “ The Mitsui Fudosan Group aims to bring affluence and comfort to urban living.,” and the Group philosophy of “coexist in harmony with society,” “link diverse values,” and “achieve a sustainable society” as symbolized by the “ ” mark. In the Mitsui Fudosan Group Long-Term Vision, VISION 2025, announced in 2018, the Group has stated that part of its future direction is to “Successfully establish a sustainable society through the creation of neighborhoods,” and the Group is implementing various ESG initiatives and developing businesses and services that contribute to the SDGs. (Further information about the 17 goals and 169 targets of the SDGs can be found on the following website.) https://www.mitsuifudosan.co.jp/english/corporate/esg_csr/sdgs/index.html
The Business will entail activities that contribute to progress on SDGs 2, 8, and 17.