Kuradashi tackles food loss with new seasonal fruit subscription

Kuradashi, a Japanese social enterprise, has recently launched the “Seasonal Second-Grade Fruit Subscription Service.” The unique initiative allows subscribers to receive a monthly supply of delicious, seasonal fruits from Yamagata Prefecture and contribute to a significant societal issue.

Nestled amidst high mountains and characterized by stark day-night temperature swings, Yamagata Prefecture is a fertile land conducive to fruit cultivation. It takes the fourth spot nationally in fruit production, with its cherries and La France pears being the highest produced in the country.

Yet, the path from farm to table is not always smooth. Fruit distribution follows stringent “standards” that can deem fruits “out of standard” due to factors like color, appearance, and size. These fruits, though just as tasty, are either discarded or sold below production cost. Furthermore, unpredictable climate patterns can lead to bumper crops, necessitating the swift securing of sales outlets to manage increased inventories.

The Ministry of Agriculture, Forestry and Fisheries’ statistics paint a stark picture. In the fiscal year 2021, while the harvested amount of fruits was 2,259,000 tons, the shipped amount only reached 2,045,000 tons. This indicates that approximately 210,000 tons of fruit were harvested but never shipped, representing a substantial loss. This loss multiplies when considering fruits that become out of standard post-shipment and are excluded from the market.

Kuradashi, steadfast in its mission to “continue being a social good company” and vision to “be the company that reduces food loss the most in Japan,” has taken up the mantle to tackle this complex issue. The company steps in to purchase goods that can’t easily find their way to the market — those with an impending best-before date, seasonal products, items with damaged packaging, and products affected by natural disasters. These consumable, yet typically discarded products, find a second life on Kuradashi’s social good market.

Kuradashi also plans to donate a percentage of the sales, directly fueling various social contribution activities.