GRA Japan

GRA Inc. is an agricultural production corporation that emerged from the recovery efforts following the 2011 Great East Japan Earthquake. The company was established in January 2012 by Hiroki Iwasa, an IT entrepreneur, to revitalize the strawberry industry in his hometown of Yamamoto, Miyagi Prefecture, which had been devastated by the tsunami. Iwasa, who was running an IT company in Tokyo and pursuing an MBA at the time of the disaster, combined his technological background with the expertise of local strawberry farmers to rebuild the region's main livelihood. This fusion of IT and agriculture is a core element of the company's strategy.

The company's business model centers on the production and sale of high-quality strawberries under the brand name "MIGAKI-ICHIGO," which translates to "polished strawberry." These premium strawberries, which can sell for as much as 1,000 yen per berry, are marketed to high-end department stores in Japan and exported to countries including Hong Kong, Singapore, Taiwan, and Thailand. GRA employs information and communication technology (ICT) to manage its greenhouses, automating and optimizing conditions like temperature, humidity, and CO2 levels to ensure consistent quality and taste. This technological approach aims to capture the tacit knowledge of experienced farmers and make it reproducible, thereby increasing productivity and lowering entry barriers for new farmers.

Revenue is generated through multiple channels, reflecting a vertically integrated business model. In addition to selling fresh strawberries, GRA has developed value-added processed goods, including sparkling strawberry wine ("MIGAKI-ICHIGO Mousseux") and cosmetics. The company also operates strawberry-picking tourist farms, such as "ICHIGO WORLD," which attract thousands of visitors annually and contribute to the local economy. Furthermore, GRA offers a new farmer support program, the "MIGAKI-ICHIGO ACADEMY," which functions like a franchise, providing training and know-how to individuals and corporations wanting to enter the strawberry cultivation business. This initiative supports the company's mission to create a sustainable and strong agricultural industry.

Keywords: agritech, premium strawberries, MIGAKI-ICHIGO, Japanese agriculture, smart farming, ICT agriculture, sustainable farming, vertical integration, agricultural franchise, disaster recovery, rural revitalization, value-added agriculture, strawberry production, export agriculture, Hiroki Iwasa, Yamamoto town, food branding, agricultural innovation, greenhouse technology, direct to consumer agriculture