ALEXCIOUS

Masanobu Fukuoka’s book, “The One-Straw Revolution,” caused a worldwide sensation when it was first published. His philosophy and principles, unconstrained by preconceptions or established practices, struck a chord with readers, encouraging many of them to come to visit his farm. The book was published during an era of worldwide economic growth and progress, symbolized by consumerism and the notion of satisfaction from material things. By contrast, his book was a guide to the pursuit of spiritual rather than materialistic fulfilment. Masanobu believed that his farm should serve as a ray of light against the backdrop of the times.

Based on Fukuoka’s original principles, our commitment is to agricultural produce carefully grown by hand, engaging respectfully with nature and sincere in our interactions with consumers. The products may sometimes look a little irregular, or seem slightly misshapen, but we believe this is the essence of being human. Our farm’s ethos is simple honesty: we will never mislead consumers or try to influence the course of nature itself.

However distorted and chaotic the world may seem, nature remains unchanged, the purity of mountains and rivers harking back to their original state in times gone by. Large rivers are formed from little drops, and the countryside all around is created anew. The relay of life goes on. Masanobu’s sons, Masato and Hiroki, now oversee the farm. It aspires to be one of the little drops in the large river, full of the spiritual purity of the Ehime countryside, unchanged from day to day.

This is the essence of the Fukuoka Natural Farm.