Dreams and challenges born from self-questioning:
What do I want to do with agriculture?
Sato participated in a revitalization project after getting into agriculture, where he met a diverse group of producers engaged in cutting-edge initiatives. One was selling hands-on-experiences alongside his produce, one was trying to get the Guinness World Record for the highest peach brix rating, one wanted to make a produce theme park--the list goes on. It caused him to repeatedly ask himself what he wanted to do with agriculture. His answer? Use film and photography to showcase the beauty of farming and produce. And with that, his former dream of working in film became part of his work as a farmer.
After the earthquake, Sato got involved in online sales of his produce. He developed chic packaging concept called Share Fruits, which featured perforated boxes that allowed people to break off individual peaches and share them with others. It won the 2017 Good Design award and became a huge hit.
“Not surprisingly, I’m personally partial to the Akatsuki peaches, which are a signature varietal of Fukushima Prefecture. They have that intense peachy aroma that everyone immediately associates with peaches,” he says with a smile. “We had just the right amount of rainfall this past May, and the peaches are doing better than usual as a result. I’m expecting them to taste great, too. The flavor of Fukushima peaches is a true hallmark of summer. You’ve got to try them.”
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