Alatana GreeN Project (AGP)
connects the everyday choices that emerge from Alatana’s activities to a force that sustains Japan’s farmland and agricultural practices.
Alatana takes action.
People choose what they eat.
Those repeated choices
become part of what allows agriculture to continue.
AGP does not ask for extraordinary actions.
It simply shapes the involvement already present
in everyday meals and daily choices
into a system that allows agriculture to continue.
Those who eat, those who grow, and the land itself.
By naturally connecting these three,
AGP aims to carry agricultural practices forward to the next generation.
One bowl of rice supports 0.1 square meters of farmland.
This figure makes visible the practical, real-world impact
needed to carry existing farmland into the future.
We believe that in order to address the challenges behind the loss of farmland
— aging farmers, a lack of successors, abandoned fields, and declining soil health —
it is essential to create a sustainable cycle that begins at the dining table.
As one means of doing so, Hitotsuboshi incorporates smart farming practices,
including the use of drones.
This choice is not about efficiency alone,
but about reactivating farmland that has become difficult to maintain by human hands.
Technology is not the goal — it is one of the ways we keep agriculture connected.
Choosing Hitotsuboshi is not simply choosing a product.
It is a natural way of participating in a system that sustains farmland.
Those who eat.
Those who grow.
The land itself.
These three are quietly connected, circulating forward so agriculture can continue.
Hitotsuboshi is the gateway to that cycle.
The Alatana Green Project (AGP)
transforms everyday food choices made by companies and individuals into a force that sustains Japan’s farmland and agricultural practices.
Choosing Alatana and using it in daily life supports farmland and agricultural life.
Companies that resonate with this approach and engage through employee meals, welfare programs, or daily use
are introduced as partners involved in the Alatana Green Project.
A portion of product sales is directed toward
the maintenance and restoration of farmland,
as well as initiatives that support the next generation of farmers.
This is not a special form of aid,
but a cycle that naturally emerges through continued choice.
AGP Fund is a system that supports concrete initiatives
to pass farmland and agricultural life on to the next generation.
Separate from product purchases,
companies, organizations, and individuals who wish to engage with clear intent
can directly participate in efforts such as farmland maintenance and restoration,
as well as the development of future agricultural leaders.
