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10th anniversary of food education activities: Learning gratitude and the importance of food through experiences of planting and harvesting rice exclusively for Sushiro and feeding farmed yellowtail

As part of the food education activities that FOOD & LIFE COMPANIES, Inc. (Head office: Suita City, Osaka Prefecture; President and CEO: Masahiro Yamamoto; hereinafter referred to as F&LC) has been undertaking since 2015, we are pleased to report that in the previous fiscal year we held a food education event for loyal customers of our conveyor belt sushi chain, Sushiro.

The first is the “Sushiro Rice Rice Planting and Harvesting Experience Tour.” This event has been held since 2015 as an initiative to foster a sense of gratitude toward producers and the importance of food through agricultural experiences in the rice fields where “Sushiro Rice” is grown. The rice planting experience tour was held on April 26th (Higashiomi City, Shiga Prefecture), and the rice harvesting experience tour was held on August 30th and September 20th (Higashiomi City, Shiga Prefecture and Tatsuno City, Hyogo Prefecture).

The second event was the “Ocean Experience Tour with Sushiro.” This event has been held since 2018 and was held on July 26th at the headquarters of our partner company, Owase Bussan Co., Ltd. (Head office: Owase City, Mie Prefecture; CEO: Hiroyuki Ono). Through the experience of visiting the fish farm on a boat and actually feeding the fish, and having direct contact with them, the children gained gratitude for the life they have been given and a sense of the importance of marine resources.

Both events were well received, with a total of over 1,000 participants on the occasion of the 10th anniversary of F&LC’s food education activities. F&LC will continue to deepen its interactions with customers by providing such food education opportunities.



Rice Planting Overview of the “Sushiro Rice Rice Planting Experience Tour”
Date and location: Saturday, April 26, 2025, in Higashiomi City, Shiga Prefecture
Participants: 19 pairs (57 people) *Selected by lottery from advance applications via the official Sushiro LINE account
・Sushiro rice variety: Lake 65
Contents: Rice planting experience, lunch, lecture (rice quiz, etc.), presentation of Sushiro Doctor certificate
Cooperation: Shiga Gamou Town Agricultural Cooperative, National Federation of Agricultural Cooperative Associations Shiga Prefecture Headquarters, Zennoh Pearl Rice Co., Ltd.

The seedlings are planted carefully in rows.

After lunch, we had a lively quiz competition.



■Rice Harvesting “Sushiro Rice Rice Harvesting Experience Tour” Overview
Date, time, and location: Saturday, August 30, 2025 in Higashiomi City, Shiga Prefecture, and Saturday, September 20, 2025 in Tatsuno City, Hyogo Prefecture.
Participants: Higashiomi City, Shiga Prefecture = 17 pairs (52 people) / Tatsuno City, Hyogo Prefecture = 12 pairs (34 people) *Drawn by lottery from pre-registration via the official Sushiro LINE account
・Sushiro rice varieties: Shiga Prefecture = Lake 65 / Hyogo Prefecture = Dontokoi
Contents: Rice harvesting experience, lunch, lecture (rice quiz, etc.), presentation of Sushiro Doctor certificate
Cooperation: Shiga Prefecture = Shiga Gamo Town Agricultural Cooperative, Shiga Prefectural Headquarters of the National Federation of Agricultural Cooperative Associations, Zen-Noh Pearl Rice / Hyogo Prefecture = Sushiro rice producers, Hyogo Nishi Agricultural Cooperative, Hyogo Prefectural Headquarters of the National Federation of Agricultural Cooperative Associations, Zen-Noh Pearl Rice Co., Ltd.

A large number of people participated.

The children experienced harvesting rice using sickles. Everyone improved rapidly.

After the rice harvest, the participants learned about the importance of rice and food through quizzes and lectures, and at the end of the event, a ceremony was held to award the Sushiro Doctor certificate and a commemorative gift.



■ Overview of the “Experience the Sea with Sushiro Tour”
Date and time: Saturday, July 26, 2025, Owase City, Mie Prefecture
Participants: 14 pairs (45 people) *Selected by lottery from advance applications via the official Sushiro LINE account
Contents: Tour of the farm, lunch (including sushi-making experience), lecture (about fish and the marine environment), presentation of a Sushiro Doctor certificate
・Cooperation: Owase Bussan Co., Ltd.

We toured the yellowtail farm from the boat and actually fed the fish.

You will gain a deeper understanding of the differences between wild fish and farmed fish through direct contact.

After the tour, everyone had a chance to try making sushi rolls. They all looked serious as they neatly rolled them up.



Please see below for more information on FOOD & LIFE COMPANIES’ sustainability initiatives.
https://www.food-and-life.co.jp/en/sustainability/

<Contact for media inquiries regarding this matter>
FOOD & LIFE COMPANIES, Inc. Public Relations Office, Public Relations Division
TEL: 06-6368-1063 (weekdays excluding weekends and holidays)
MAIL: press@food-and-life.co.jp
URL:https://www.food-and-life.co.jp/en/

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