“Set a Price of fruit and vegetables you purchase” Fruit and Vegetable store from Fukushima with no price tags on

Fukushima Farmers set up a booth store, named a Fruit and Vegetable store from Fukushima with no price tags on at a popular Marche

Photo of 登 齊藤
5 5

Written by

I confirm that I am fully aware of the eligibility criteria, and based on its description, I am eligible to apply to the CSV Prize 2017.

  • Yes, I'm eligible

Preferred language

  • English

Organization name

NPO Gambaro Fukushima – A Unity for Fukushima Farmers

Year founded


Initiative stage

  • Start-Up (a pilot that has just started operating)

Annual budget in 2017 (USD)

  • $50k - $100k

Number of beneficiaries impacted so far

  • 1,000 - 5,000

Organization type

  • Nonprofit, NGO, or citizen sector

Secondary Focus Area

  • Rural development

Headquarters location: Country

  • Japan

Headquarters location: City

Nihonmatsu-shi, Fukushima-ken, Japan

Location(s) of impact

Mainly in Fukushima-ken and Tokyo, but indirectly the rest of Japan



Facebook URL


Twitter URL


Problem: What problem is this initiative trying to address?

Six and half years have passed since the Great Earthquake hit East Japan on March 11, 2011. Farmers in Fukushima have been suffering from reputational risks and a remarkable fall in prices of agricultural produce due to the effects of the nuclear accident following the Earthquake.If this continues, we were very worried that the future of Fukushima and the future of young farmers who otherwise will have kept on growing vegetables and rice in particular, are likely to be closed.

Solution Summary: What is the proposed solution? What do you see as its most promising aspects for creating shared value?

NPO Gambaro Fukushima has so far set up a booth to sell mainly fruit and vegetables from dozens of farmers in Fukushima at hundreds of events in Tokyo and Kanagawa since the Earthquake. From those experiences, we came up with an idea of opening a ‘fruit and vegetable store from Fukushima with no price tags on in Tokyo as we wanted to challenge how consumers in Tokyo evaluate vegetables and fruit grown in Fukushima. Our idea is to have customers put a price of fruit and vegetables after food tasting at a store booth. We are confident that farmers in Fukushima have tried very hard to grow the most tasteful and safe produce in the world while struggling to overcome the hardship in the aftermath of the Nuclear accidents. Thus, this initiative is an attempt to see how much price and value consumers would put of the agricultural produces which were filled with hope and determination of the farmers.

Impact: What is the impact of the work to date? Specify both the social and the environmental impact of your work

On August 27th 2017, we opened a fruit and vegetable booth at “EBISU Marche” which is an event held on every Sunday. Our store booth drew attention of many consumers and passers-by. Crowd never stopped and all the products were almost sold out after approximately three hours after the start. This result was far beyond our expectations! The Total sales were more than a double of the sales of a conventional vegetable booth at a marche in the past. The average purchasing price customers set was as high as the desirable price for farmers. This was a good start and can be a firm and promising step as this experience would provide a hope to Fukushima farmers.In order to hold this as a business, we continue this store in a few other places to help make the future better for young farmers in particular. In order to hold this as a business, we continue this store in a few other places to help make the future better for young farmers in particular.

Financial sustainability plan: How is this initiative financially supported? How will you ensure its financial sustainability long-term?

This initiative was made possible by a pro-bono support of the creative team of Hakuhodo, a large advertising company and a voluntary support of Tokyo-based NPO and volunteers. Actual expenses were covered by Ganbaro Fukushima, namely cost of vegetables and fruit, shipping, gasolin and so on. For the future, we plan to hold this initiative as a business and make it financial sustainable with its earned income. In the meantime, we invest our own resources in the initiative and also expect a continuous pro-bono service from Hakuhodo and voluntary support from nonprofit and voluntary groups The budget of NPO (2016) 1. Individual donations or gifts 662,000 JPN 2. Grants including corporate contributions 8,000,000 3. Earned income 1460000 4. Other 281,672

Unique value proposition: What makes your initiative innovative? How does your project differ from other organizations working in the same field?

This initiative overturned the conventional thought or common sense that commodity goods have a price and its price is determined by the side to sell goods. Therefore, this initiative drew attention and interest of many customers/consumers. In fact, quite a few customers were a bit puzzled to see the agricultural produce without price in the first place but that brought active conversations with the farmers and volunteers at the booth. As a result, that was a good opportunity that customers lear

Founding story: Share a story about the "Aha!" moment that sparked the beginning of this initiative.

“Why do agricultural products remain cheap?” “Is it natural due to the nuclear accident? “ We have emphasized “good taste” of vegetables from Fukushima in response to the above questions but おour appeal did not seem to have reached most people in Tokyo. Thus, we came up with the idea to make “the price” an issue. It was important to stir up discussions with those who did not take much attention to the whole Fukushima agenda.

Where did you hear about the Nestlé Creating Shared Value Prize?

  • Search engine


Join the conversation:

Photo of Mouhamadou Moustapha Seck

Congratulations for the initiative. It's promising. Best regards.

View all comments