Greetings
We find new value in ingredients that farmers cannot use.
First of all, do you know what ingredients farmers cannot use?
A whopping 6.12 million tons per year
It is still edible but is being discarded.
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What does "out of spec" mean?
Some people have actually heard the word and are vaguely familiar with it.
I'm sure there are, but what criteria are used to determine whether something is out of standard?
The carrot-like vegetable below, which resembles a human leg, has become a hot topic on social media.
I think it's easy to imagine what it's like because it has happened to me!
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Non-standard vegetables are vegetables that do not meet the standards set by the market.
Vegetables are distributed in the market
They are classified into S, M, and L sizes, and A, B, and C shapes, qualities, and colors.
There are standards for weight, scratches, etc.
Vegetables that do not meet the standards are classified as non-standard vegetables.
The taste is the same as the standard product
Most of them are disposed of without being shipped as products.
The reason the market sets standards is to facilitate trading and distribution.
By simplifying and streamlining shipping and transactions,
Vegetables that come from different places depending on the day can be displayed in stores at a uniform price.
In addition, vegetables with a neat and tidy shape are more likely to be chosen.
Consumer ego is also a factor.
In addition, if we do not discard non-standard vegetables, the amount of vegetables distributed will increase.
The market value of the vegetable itself has fallen.
Due to these issues, farmers are choosing to discard the produce.
Instead of simply throwing it away, we can turn it into fertilizer or return it to the soil.
Many farmers are making efforts to improve their farming methods.
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Learning from overseas how to utilize non-standard products
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In Japan, many people believe that non-standard vegetables and fruits can be bought cheaply.
I think there's a majority
How is it perceived overseas?
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In the UK, supermarkets are beginning to actively stock non-standard vegetables.
Budget-oriented supermarkets sell assorted boxes of non-standard vegetables. You can't choose what's in them, but you can get a lot of vegetables at a low price.
Non-standard vegetables are also being sold at high-end supermarkets.
In the case of high-end supermarkets, it is part of a "campaign to consider environmental issues."
Promoting non-standard vegetables.
It seems that they thought that by doing so they would be able to attract consumers who could afford to buy premium or standard vegetables.
Non-standard vegetables are consumed instead of being discarded.
The seller can gain new customers. This is an example of how non-standard vegetables can create a win-win relationship between producers, retailers, and consumers.
👩 "By changing the sales method depending on the supermarket's rank,
Sales that are tailored to customer needs are not available in Japan.
I thought that was an interesting part.”
In the United States, there is a service that sells "non-standard vegetables" at low prices and delivers them to your home.
Imperfect Produce buys non-standard vegetables from farmers and sells them at 30-50% off the regular supermarket price.
Producers can sell non-standard vegetables, and consumers can get them at affordable prices. With this service, consumers can choose to buy what they need or order randomly selected items, so the "enjoyment of buying and choosing" remains intact.
👩 "Rather than simply selling a large quantity at a low price, we offer a service where you can choose and purchase what you need.
In terms of the fact that it can be used at home, it cannot be consumed and ends up being discarded.
I thought it was a really good thing that nothing had to happen.
And rather than simply purchasing, you can enjoy the joy of buying and choosing.
I was impressed with the kindness of the place that delivered it to my home.
The case of Carrefour, a major French supermarket chain, is unique.
We created a black market that sold only non-standard vegetables that violated strict laws regarding the size of vegetables that could be shipped.
When Carrefour learned that 97% of produce was being classified as "illegal" due to overly strict standards, they held a black market selling "illegal" vegetables and launched a signature campaign to petition for a change in the law regarding produce (this activity eventually led to a change in EU law).
👩 Just hearing the word "black market"
It's exciting, but the fact that they only sell non-standard vegetables is also a problem.
I thought it was interesting, but the supermarket's approach to farmers
I felt it was the warmest and best thing about it.
First, here are some examples of products being sold at roadside stations and direct sales outlets throughout Japan.
If you go to roadside stations or farm shops, you can see non-standard vegetables for sale. Because you can get fresh vegetables and local specialties at low prices, they often become popular items that sell out quickly.
In addition, Oisix, an online retailer of organic vegetables, focuses on non-standard vegetables that would otherwise be discarded despite being of the same taste and nutritional value, and sells these non-standard products at low prices.
Major supermarkets in Japan have also begun to sell non-standard vegetables. For example, they sell products with a "non-standard vegetable sticker" and promote the commercialization of processed foods using non-standard vegetables.
👩 "It's sold at roadside stations and supermarkets, but I don't know where it is yet.
I don't think it's being sold widely.
Japan needs a service that takes farmers' feelings into consideration
After reading this article, I thought, "I hope we can live in a world where this number increases."
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So how do we support farmers?
Do you process any non-standard products and find new value in them?
Some people may think that
So, what about TT and Field?
Attention to detail
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Is it okay to use any farmer, or any non-standard product?
That's not the case. We ourselves have a strong desire to rediscover the quality of products together with passionate and dedicated farmers.
First of all, we need to start by finding these excellent farmers.
Farmers who work hard and produce ingredients with care for the people in their communities,
We want to make sure that people like this don't get buried.
We don't just make processed products, but also the thoughts of farmers and the natural flavors of ingredients.
After carefully considering the image of the customers they want to serve, the product manager makes multiple prototypes and lovingly handcrafts each product, focusing on using ingredients without additives or artificial colors to make the most of the ingredients.
At this stage, we have created a product that combines both the farmers' vision and our own, and of course we use carefully selected ingredients, so we are confident in the taste.
It is additive-free and color-free, so it is safe for children to eat!
from now on
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TTandField currently has a product lineup of four items, but we hope to offer a more diverse lineup in the future.
We are creating new products together with all of you who have become fans of TTandField.
I would also like to take on new challenges.
However, if you can create something together with us, rather than just buying it because you sympathize with it, we believe you will be more likely to agree with our vision and that of the farmers!
We hope you will all help us out, and we will do our best to prepare!
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(Reference material)
◯ https://www.kaku-ichi.co.jp/media/tips/column/nonstandard-vegetables#outline__1
◯ https://eleminist.com/article/1078
(Reference images: This time I used free materials and images I took myself)