We are conducting "Sushi-iku," a food education program that teaches participants to appreciate producers and understand the importance of food through hands-on experiences.

　FOOD & LIFE COMPANIE, Inc. conducts hands-on food education activities every year for children—the next generation—and other participants, allowing them to learn about the work of producers and the origins of food directly at the production sites.
　Starting this fiscal year, we have renamed this initiative “Sushi-iku” and will continue to promote these activities. This fiscal year, we conducted programs such as “rice planting” and “rice harvesting” experiences, as well as “aquaculture site tours” to learn about the bounty of the sea and the nurturing of life.

What Is “Sushi Education”?

　Our food education program involves visiting production sites and learning alongside producers how the sushi toppings and rice we see every day are cultivated and make their way to our tables.By learning about the bounty of nature and the hard work and ingenuity involved in production through food, we promote activities that foster a spirit of gratitude for the producers’ dedication and the gifts of nature, as well as a deep appreciation for food. And “Sushi-iku” is about passing on the joy and smiles brought by sushi to future generations for generations to come.

■ Details of This Year’s Program

1. [Rice Planting Experience] Higashiomi City, Shiga Prefecture

In Kamō Town, Shiga Prefecture—surrounded by lush natural scenery—we held a rice-planting experience where participants carefully planted seedlings one by one, wading through the mud. Through this hands-on experience, they learned firsthand how the rice they eat every day is grown.

At that tense moment when they step into the rice paddy, the feeling of the mud beneath their feet brings smiles to the faces of both adults and children.

Keep your center of gravity low and maintain your balance as you plant the seedlings firmly.

2. [Rice Harvesting Experience] Himeji City, Hyogo Prefecture

Under clear autumn skies, we held a rice harvesting experience in Himeji City, where the rice had ripened to a golden hue. By seeing how the lush green seedlings in the rice paddies had grown into magnificent rice ears and by experiencing the harvesting process using sickles, participants gained a firsthand understanding of how the rice they eat every day is grown and prepared for their table.

As I listen to the farmer’s explanation, I naturally find myself gripping the sickle more tightly.

It was the parents and children’s first time harvesting rice with sickles, and they got better and better as they went along.

3. [Marine Aquaculture Learning Experience] Owase City, Mie Prefecture

We toured a yellowtail farm in the waters off Owase City, which is home to the Rias Coast. This yellowtail is the same fish sold at Sushiro.
We also took part in a beach cleanup to help preserve the waters off Owase.
Since we were unable to tour the aquaculture farm this year due to a red tide, we instead toured a tuna fishing vessel. Through discussions about the red tide, participants seemed to truly appreciate the daily challenges producers face in working with fish. At the
touch pool, they were able to touch fish native to Owase, as well as the yellowtail and sea bream raised locally.During the processing plant tour, participants were able to see how the freshly landed yellowtail is processed before reaching stores, which helped them appreciate the importance of the ocean and gain insight into the work of the producers.
*Note: A red tide is a phenomenon in which plankton proliferate abnormally in the water of the ocean or lakes, causing the water to turn reddish-brown or brownish-red.

■ Overview of the “Sushiro Rice Planting Experience Tour”

• Date and Location: Saturday, April 25, 2026, Higashiomi City, Shiga Prefecture
• Participants: 18 groups, 55 people *Selected by lottery from advance applications submitted via the official Sushiro LINE account
• Sushiro Rice Variety: Lake 65
• Activities: Rice planting experience, lunch, classroom session (including a rice quiz), presentation of the Dr. Sushiro Certificate
• In cooperation with: Shiga Gamo Town Agricultural Cooperative, National Federation of Agricultural Cooperatives (Shiga Prefecture Headquarters), Zen-Noh Pearl Rice Co., Ltd.

■ Rice Harvest: “Sushiro Rice Harvest Experience Tour” Overview

• Date and Location: Saturday, September 19, 2026, Himeji City, Hyogo Prefecture
• Participants: 15 groups, 44 people *Selected by lottery from among those who applied in advance via the official Sushiro LINE account
• Sushiro Rice Variety: Dontokoi
• Activities: Rice harvesting experience, lunch, classroom session (including a rice quiz), presentation of the Dr. Sushiro Certificate of Recognition
• In cooperation with: Sushiro rice producers, Hyogo Nishi Agricultural Cooperative, National Federation of Agricultural Cooperatives (Zenchu) Hyogo Prefectural Headquarters, and Zen-Noh Pearl Rice Co., Ltd.

■ Ocean Experience: “Tour to Experience the Ocean with Sushiro” Overview

• Date and Location: Saturday, July 18, 2026, Owase City, Mie Prefecture
• Participants: 16 groups, 50 people *Selected by lottery from among those who applied in advance via the official Sushiro LINE account
• Activities: Beach cleanup, Owase Fish Interaction Workshop (touch pool), lunch, classroom session (on fish and the marine environment, etc.), presentation of Dr. Sushiro certificates
• In cooperation with: Owase Bussan Co., Ltd., Owase City Hall

Both events were very well received, and the participating families enjoyed a day filled with learning and laughter. Moving forward, F&LC will continue to provide opportunities to foster an appreciation for food through “Sushi Education” and deepen our connections with our customers and the local community.

▼ Click here for more details on FOOD & LIFE COMPANIES’ “Sushi Education” program: https://food-and-life.co.jp/sushi-iku/

▼ Click here to learn more about FOOD & LIFE COMPANIES’ sustainability initiatives: https://www.food-and-life.co.jp/sustainability/

FOOD & LIFE COMPANIES, Inc
. Public Relations Office, Public Relations Section
TEL: 06-6368-1063(Weekdays only, excluding Saturdays, Sundays, and holidays)
Email: press@food-and-life.co.jp
URL: https://www.food-and-life.co.jp