This is an updated version of the case study presented at the SNN Networking Event on February 5, 2020.

①Before starting natural farming

②About Yusandou

③ It is composed of three parts: For the World.

In 2016, I was given the opportunity to suddenly become independent as a farmer when I acquired a large tea field in Nara. At first, I was able to rent six tan of tea field, and was also able to rent neighboring tea fields. When the total area exceeded one cho, I founded Yusandou Co., Ltd., anticipating future prosperity.

When I first told my friends I was going to start a farm, they were very worried, but when I told them I was going to start a company and become its president, they were all very happy (laughs). I think it's much easier to start a company and become its president than to become a section manager at a company, but in any case, the title of "CEO" is quite powerful (laughs).

In order to allow my late father, who loved and raised our family with care, to work with us, we chose his nickname, Yu-san, as the store name and his posthumous Buddhist name, "Houryou," as the logo. The logo was created by Ken Baughman, an American graphic designer.

Yusandou is a small company run by me and my younger sister, who is one year younger than me. Looking back, I never imagined that we would be able to work together. She is a hardworking, sociable, and wonderful sister.

②Yusando's tea making

We started as new farmers and our fields are now scattered all over the country. Our tea cultivation area now exceeds two hectares, and we also grow rice, vegetables, grapes, and plums.

The main tea plantation is located in Kamifukagawacho, Nara City, Nara Prefecture, on the Yamato Plateau. It is a plateau at an altitude of about 500m. This region is said to be the last in Japan to have new tea. The large temperature difference between day and night makes this an area that produces delicious tea. From the beginning, we have been cultivating tea using the Hideaki Natural Farming method.

Once the tea harvest season begins, the days become busy. It's hard work, so I build muscle and it's fun to look at myself in the mirror (laughs).

In 2018, I bought a riding picking machine from a nearby farmer. My work efficiency has increased by about three times. The name of the machine is "Nanako." It's a cute name, so it's sometimes misunderstood. (laughs)

We mainly ask a tea factory that specializes in organic farming to produce the tea. At first, the amount of tea we produce was small, but it has gradually increased.

Generally speaking, it is said that natural cultivation of tea is very difficult, as it requires the most fertilizer and pesticides. In order to prevent a drop in yield and a decline in tree vigor, we carefully harvest tea leaves, trying to put as little stress on the tea trees as possible. We do not only focus on the first picking, but also strive to make tea that can be enjoyed in daily life.

Matcha.

The matcha used is Uji matcha, the only one in the world that is hand-picked using natural farming methods.

Sencha tea.

Roasted green tea.

Oolong Tea.

Black tea.

Last year, the late frost caused a lot of damage to the new tea buds.
The tea plants grown using natural farming methods are strong, and new buds appeared within a month, allowing us to harvest the tea successfully.

Last year, we built a new tea processing plant, which allows us to process black tea in a way that is as close to natural as possible.

I've been told a lot lately that the taste of the tea has changed a lot. I'm planning to make even more delicious tea from now on, so please look forward to it!

3. Yusandou's Commitment

Three years ago, we completely stopped using plastic tea bags and now we only use Soyron Mesh tea bags, which are made from plants, and unbleached paper tea bags.

We ask people at welfare facilities to help us pack the food, and the quality has improved steadily.

Since we only have two employees, we strive to maximize efficiency and share information.
Me - Farm work, accounting, systems and design Sister - Packing, sales, shipping, setup and events

In order to systemize and streamline as much as possible, I use various services so that most of my work can be done on my smartphone. 1. Yusando Solution (homemade) 2. Cloud accounting software "freee" 3. E-commerce site → "shopify" 4. Communication → "LINE Official" 5. Social media posting → "Instagram"

In 2017, sales exceeded 10 million yen for the first time.

We had to find a buyer for our products by ourselves, so we worked hard to get the certification as quickly as possible. It costs about 100,000 yen a year, but we think of it as a passport and are continuing to work hard to get it.

All that remains to be done to obtain the Hideaki Natural Farming Certification, the strictest natural farming certification in the world, is to submit the necessary paperwork. There is no cost to obtain this certification, so now is your chance.

With the help of local people, I was able to quickly become a certified farmer.

I have successfully completed the Japanese tea instructor exam, and now I just have to wait for the results. Sorry if I failed (lol).

I didn't have much money to begin with, so my initial investment was modest.

Once a year, we hold a tea ceremony called Yu no Chakai, using Yusandou's matcha. We make tea and serve it to tea masters. We use ingredients from our own fields, including the matcha and dim sum.

4. How did you become a natural farmer?

1. There were people around me who taught me natural farming. 2. I had a wife who was kind and trusted me. 3. A senior farmer gave me his farmland. 4. I was able to get a large plot of farmland. 5. The initial investment was relatively low. 6. The tea was delicious (lol).
⑦ I was able to maintain a positive mentality.