Changing the Distribution of Green Onions from the Farmer's Perspective Negibito Company, Mynavi Agriculture and New Brand of Summer Green Onions Snow Queen" to be sold nationwide ～ Breaking through common sense to pioneer the future of Japanese agriculture

2025.07.09 13:00

ねぎびとカンパニー株式会社

Negibito Company, Inc. (Headquarters: Yamagata Prefecture; President: Tora Shimizu), in collaboration with Mynavi Corporation (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Yoshiaki Tsuchiya), has begun establishing a nationwide distribution model centered on Hokkaido summer leeks. Starting with the nationwide development of the new "Queen of Snow" brand, launched as the first phase of the project, the challenge of transforming structural issues in agriculture from the frontlines has begun.

Background: Bringing More Domestic Green Onions to the Table

About 50,000-60,000 tons of leeks are imported annually from China and other countries (*), and for commercial and processing use, we are forced to rely on overseas production. However, despite the high quality of domestically produced green onions in Japan, the reality is that they do not reach consumers due to price fluctuations, logistical restrictions, and distribution structure barriers.

The price of domestically grown green onions plummets before they reach the consumer, and the rising cost of cardboard and other materials makes it impossible to ship them. In order to break through these contradictions and absurdities, Negibito Company has embarked on a project to review prices, distribution, and standards by farmers themselves.

(*)Trends in Chinese vegetable production, consumption, and exports (Japan Agriculture and Livestock Industry Development Organization, 2021)

New Brand "Queen of Snow" to be Launched Nationwide

Summer leeks nurtured by the cool climate and melting snow in Hakodate, Hokkaido, will be supplied nationwide as our own brand, "Queen of Snow. These green onions will be sold as a premium vegetable with "beauty," "purity," and "story" at supermarkets in metropolitan areas such as Tokyo, Nagoya, Osaka, and Hakata from July 2025.

The "Snow Queen First Class" concept is also underway. A new route will be established to deliver leeks by air from Hokkaido to Kyushu, bringing the freshness of the leeks directly to home tables.

Queen of Snow

Characteristics: Soft and tender leeks made from snow and minerals from the earth

Price: 198-321 yen (including tax)

Standard Reform: Challenge to 50cm green onion

The old custom that "green onions must be 60 cm in length" is being reviewed, and the shipment of green onions with a 50 cm standard, which is more efficient to transport, is now under consideration. If the standard changes, the cost and loading capacity will also change. We want to change the reality that just a little wilting of the blue part of the green part of the green onion makes it "out of standard. This is an initiative that has the potential to restructure not only leeks, but the entire vegetable distribution system in Japan.

Expanding Production and Training Successors

The Hakodate Branch Office currently produces leeks under contract on a scale of 50 to 80 hectares. We aim to expand production to 300 hectares in the future, and are working to train new green onion farmers as well as develop large-scale plots.

Utilizing Mynavi Agriculture's training system and nationwide network, we have established a training system to meet the needs of those who say, "I want to become a farmer, but there is no one to teach me how to do it. We aim to create "next-generation green onion farmers" who are rooted in their local communities.

Revamping the nationwide supply system

- We are building a new logistics network that combines airlift, charter flights, and small-lot deliveries from Hokkaido to Kansai, Chugoku-Shikoku, and Kyushu.

- We are also considering establishing a pickup and delivery base in the Kanto region to realize a nationwide supply system that guarantees freshness, stability, and prices.

- Promote the development of sales channels that directly link production areas and retailers, rather than relying on the market.

雪の女王店頭販促ポップ

Snow Queen in-store sales promotion pop-up

澄んだ空気と広大なネギ畑

Clear air and vast green onion fields

箱詰めされた新鮮な「雪の女王」

Fresh "Snow Queen" packed in a box

■Future Prospects

This challenge is not just about green onions. It is a step toward comprehensive agricultural restructuring that includes distribution, pricing, and human resource development. Together with Mynavi Agriculture, Negibito Company will continue to expand the creation of a farmer-led system throughout the country, and link the value of Japanese agriculture to the next generation.

品質を守る、「雪の女王」を保管する大型冷蔵庫

A large refrigerator for storing the "Snow Queen" to protect its quality

「雪の女王」を育てるいわもとふぁーむさんの畑から

From Iwamoto Farm's field where the "Snow Queen" is grown

■Company Profile

Company name: Negibito Company, Ltd.

Head Office: 4389-1 Miyata, Kuramasu, Tendo, Yamagata 994-0075, Japan

Hakodate Branch Office: 9-10 Aza-Nakajima, Nanae-cho, Kameda-gun, Hokkaido, 041-1133, Japan

Representative Director: Tora Shimizu

Establishment ： September 18, 2014

Business Description: Production and sales of green onions, green onion seedlings, and onion seedlings,

　　　　　　 Sales of processed products such as frozen dumplings, sales of fertilizers and other materials,

　　　　　　 Sales of fertilizers and other materials, purchase and sales business (leek shipping cooperative ZERO), sales of fertilizers and other raw materials,

　　　　　　 Development and sales of agricultural machinery

URL : https://negibito.com/

For inquiries about purchasing products, please contact

Mynavi Corporation Agricultural Business Division

2F Palaceside Building, 1-1-1 Hitotsubashi, Chiyoda-ku, Tokyo 100-0003, Japan

Attn: KUGA

TEL : 03-6267-4019

E-mail: agri.info@mynavi.jp

Aeon Agri Creation Co.

5-1, Nakase 1-chome, Mihama-ku, Chiba-shi, Chiba 261-8515, Japan

Attn: NISHIMURA

TEL : +81-43-212-6256