Vivid Garden Co., Ltd./Tabechoku
Tabechoku has raised an additional 700 million yen, bringing the total amount raised for Series C to about 2 billion yen. Strengthen regional cooperation with a total of 12 venture capital companies affiliated with regional banks and support the expansion of sales channels for producers.
Vivid Garden Co., Ltd. (Headquarters: Minato-ku, Tokyo, President: Rina Akimoto), which operates Japan’s largest direct mail order site “Tabechoku” with 9 No. 1 recognition and usage rates, is a series C extension. As a round, a third-party allotment of about 700 million yen was made, and the cumulative procurement amount in the Series C round was about 2 billion yen.
A total of six venture capital companies affiliated with regional banks, including Ocean Lease Co., Ltd. of the Kochi Bank Group and Daishi Hokuetsu Capital Partners Co., Ltd., an affiliate of the Daishi Hokuetsu Financial Group, have joined as underwriters this time. Together with the 6 regional bank-affiliated venture capital companies that participated in the previous event, the number of regional bank-affiliated companies has expanded to 12.
Last time, in June 2022, we raised 1.3 billion yen from 14 companies, including 6 venture capital companies affiliated with regional banks, with the aim of strengthening regional collaboration. After the procurement, the introduction from the venture capital led to the implementation of seminars for producers in collaboration with Hida City, Gifu Prefecture, and alliances with major companies for the purpose of mutual customer referrals.
In the future, we will strengthen support for producers active in rural areas by creating a network with regional banks nationwide. [Image 1
Underwriters this time *Titles omitted, in no particular order -Regional Banks-
・Ocean Lease Co., Ltd.
・Daishi Hokuetsu Capital Partners Co., Ltd.
・QR Investment Co., Ltd. / BP Capital Co., Ltd.
・Tottori Capital Co., Ltd.
・NOBUNAGA Capital Village Co., Ltd.
・Higin Capital Co., Ltd.
・WCP Co., Ltd.
The history of eating chalk
Five and a half years after the launch of the direct mail order site “Tabechoku”, as of January 2023, the number of registered producers has exceeded 8,100 and the number of users has exceeded 800,000. It has also achieved No.1 (*1) recognition and usage rate for domestic direct marketing EC sites for three consecutive years.
Furthermore, consumer interest in SDGs has increased, and there has been an increase in the need to make corporate sales promotions and welfare programs more socially responsible. ” increased about five times year-on-year.
Purpose of fundraising
■ Collaborate with regional bank-affiliated venture capital to accelerate business growth
In June 2022, we raised 1.3 billion yen from 14 companies, including 6 venture capital companies affiliated with regional banks, aiming to strengthen regional collaboration and alliances with companies. Since then, the number of cases of collaboration with local communities and companies has increased due to the introduction of venture capital. -Collaboration example-
(1) Conducted seminars for producers in collaboration with Hida City, Gifu Prefecture. Introducing many other local governments.
(2) Carry out mutual customer referrals and sales promotion efforts with major companies.
Since the previous procurement, we have received many inquiries about investment and cooperation from other regional bank-affiliated venture capitals for the purpose of local regional revitalization, etc., and we have received new investments from 6 regional bank-affiliated venture capitals this time.
■ Strengthen support for producers unfamiliar with the Internet and expand corporate business
So far, we have collaborated with more than 70 local governments nationwide to support producers in expanding their sales channels and promoting sales. In the future, we will continue to collaborate with our shareholders to raise funds in order to support local producers who are unfamiliar with the Internet and to expand our corporate business.
Use of the funds raised this time
1. Strengthen support for producers unfamiliar with the Internet Tabechoku has so far collaborated with various municipalities across the country in more than 70 cases. By strengthening local cooperation, we aim to build a solid foundation with producers nationwide and create a situation where even producers who are unfamiliar with the Internet can list their products.
2. Strengthen recruitment of experienced executives such as engineers, designers, and human resources
In order to grow into a service that can be used stably and
continuously by both producers and users, we will strengthen the recruitment of experienced executive personnel such as engineers, designers, and human resources.
・Products: PdM, Senior Web Engineer, iOS Engineer, UI Designer, Web Graphic Designer
・HR: Organizational personnel, leader/manager candidate, HR manager CHRO candidate
Recruitment position details page: https://herp.careers/v1/vividgarden 3.Strengthening cooperation with companies and marketing
All over Japan, there are many products made by producers with their commitment. In order to deliver our special products to more people, we aim to expand our business through collaboration with companies and increase the number of users by strengthening marketing.
Tabechoku values “producers first”, and we provide multiple supports for producers who exhibit so that the use of tabechoku will be smooth. Please feel free to contact us from the following if there is anything we can do for you, such as consultation on listing or questions.
About listing application: https://www.tabechoku.com/lp/farmer/ ■ Tabechoku producer support
・Customer support available 365 days a year
・Special support during emergencies such as bad weather and natural disasters ・Provide direct sales know-how at exhibition briefings, study sessions, etc. ・Special collaboration with Yamato Transport
To local governments
Eating choku aims to be a sustainable primary industry and is actively considering cooperation with local governments. Please feel free to contact us using the form below.
About municipal cooperation: https://www.tabechoku.com/slp/government Inquiry form: https://forms.gle/EEDoVUHzZsF8B3GeA
Vivid Garden is looking for partners to grow the business together. We are looking for partners to grow businesses and organizations with us to solve problems in the primary industry. We are actively recruiting engineers, designers, and human resources, so if you are even slightly interested or would like to hear from us, please apply below.
■ Recruitment position
・Products: PdM, Senior Web Engineer, iOS Engineer, UI Designer, Web Graphic Designer
・HR: Organizational HR ・Leader/Manager Candidate, HR Officer (CHRO) Candidate Recruitment position details page: https://herp.careers/v1/vividgarden Comments from each investor
We had products related to each region and took pictures.
■ Ocean Lease Co., Ltd.
Masato Kubota, Representative Director and President
Mr. Yohei Matsuo, General Manager, Fund Business Department
We made the investment because we sympathized with the vision of “a world where the commitment of producers is properly evaluated.” Our hometown of Kochi Prefecture is a prefecture with a thriving agriculture industry. Sales promotion is expected, and we believe that it will lead to the revitalization of the local economy. As a member of the Kochi Bank Group, we will continue to support Vivid Garden’s further growth.
Ingredients provided by: Kumo no Ue Garden (Yuzuhara Town, Takaoka District, Kochi Prefecture: Yuzu)
■ Daishi Hokuetsu Capital Partners Co., Ltd.
General Manager Naoki Doda
We decided to invest in this investment because we agree with the fact that “Tabechoku” is a business model that has the philosophy of realizing a world where producers’ commitment is properly evaluated by directly connecting producers and consumers. . All over Japan and in Niigata, where our company is based, there are many products that we are particular about, and the Daishi Hokuetsu Financial Group will work together with Vivid Garden to support the sustainable growth and development of the region.
Ingredients provided by: Uchiyama Farm (Minamiuonuma City, Niigata Prefecture: Koshihikari rice from Uonuma)
■ QR Investment Co., Ltd. / BP Capital Co., Ltd.
Mr. Yoichiro Matsuda, President and Representative Director
We made this investment because we sympathize with the vision of creating a world where the commitment of producers is properly evaluated. I feel that “Eat Choku” is a wonderful service that will help solve the problems of local farmers. We hope that Vivid Garden will continue to grow as a food marketplace that is supported by many consumers.
Ingredients provided by: Aji Kirara☆Fukuda Farm (Shika Town, Hakui District, Ishikawa Prefecture: Noto Lotus Root)
■ Tottori Capital Co., Ltd.
Representative Director Atsuya Nagata
We made the investment because we felt empathy for the vision of “toward a world where the commitment of producers is properly evaluated”. The primary industry is facing various issues such as declining population and aging workers, but we believe that the attitude of earnestly working together with Vivid Garden producers to solve these issues will eventually contribute to the revitalization of local communities. am thinking. Through this investment, we will fully support the growth of the company with our network, and work to solve problems in the primary industry and revitalize the region.
Ingredients provided by: Kishida Shukaen Kishida Hiroki (Kurayoshi City, Tottori Prefecture: Wang Qiupashi Pear)
■ NOBUNAGA Capital Village Co., Ltd.
Leader Hiroyuki Kawano
I strongly felt the potential of the agricultural field, including the speed of growth and the fact that all the wonderful members acted honestly toward the realization of “a world where the commitment of producers is properly evaluated”. Agriculture is the core of agriculture, and it is also the foundation of peripheral industries such as food and tourism, and we believe that revitalizing the region through various initiatives will contribute to sustainable growth. Going forward, we will make maximum use of the resources of the Juroku Financial Group and work together to create new value offerings in the Tokai area.
Ingredients provided by: Aoki Farm (Oono Town, Ibi District, Gifu Prefecture: Fuyu Persimmon)
Higin Capital Co., Ltd.
Kunihiko Nakagawa, Deputy Group Head
Thank you again for your relationship with Vivid Garden. I feel that “Tabechoku” is a wonderful platform filled with producer-first thoughts. This time, we decided to invest in Kumamoto Prefecture, which is an agricultural prefecture, as we believe that it will greatly lead to an increase in the income of producers and an increase in motivation for production. Taking this opportunity, we will do our best to support the realization of “a world where the commitment of producers is properly evaluated”.
Ingredients provided by: Tomatoichie Farm (Sunagawa, Matsuhashi-cho, Uki City, Kumamoto Prefecture: tomatoes)
■ WCP Co., Ltd.
Fund Manager Takumi Watanabe
■ Vivid Garden Co., Ltd. President Akimoto
Since the series C 1st closing in June, the collaboration between Tabechoku and each region has accelerated. Once again, I was convinced of the good compatibility with Mr. Chigin, and I received a voice from Mr. Chigin who saw the release, and decided to implement this extension round. We are very pleased and encouraged to have seven additional companies join us. While continuing to work closely with each region, we will work together as a team to create a world where producers’ commitment is properly evaluated.
Ingredients provided by: Hiruta Farm (Miura City, Kanagawa Prefecture: Miura Radish)
Ingredients for the group photo provided by: Nasu Kogen Kotaro Farm (Takaku Otsu, Nasu Town, Tochigi Prefecture: Turnip)
About eating chalk
Tabechoku is a direct mail order site where you can purchase ingredients and flowers directly from discerning producers. Among Japanese direct mail-order sites, we have achieved 9 No. 1 rankings in terms of recognition and usage rate.
In addition to vegetables and fruits, we handle general ingredients such as rice, meat, fish, and beverages, as well as flowers and plants. In addition, there is a regular delivery service “Tabechoku Concierge” that selects producers that suit your taste, and a regular delivery service “Tabechoku Fruit Select” that delivers seasonal fruits. In addition, we are also developing a corporate service “Tabechoku for Business” for companies that want to incorporate it into gifts and welfare programs between companies as well as individuals.
As of January 2023, the number of users has exceeded 800,000, the number of registered producers has surpassed 8,100, and over 50,000 special items have been exhibited.
・ URL: https://www.tabechoku.com/
・ Official Twitter: https://twitter.com/tabechoku
・ Official Instagram: https://www.instagram.com/tabechoku/
・ Service introduction video that understands the concept and story of eating chalk
[Video 2: https://prtimes.jp/api/movieim.php?url=www.youtube.com/watch?v=MdbFpqtryaU]
(*1) “Customer recognition”, “Customer usage rate”, “Customer usage intention”, “Number of web accesses”, “Number of SNS followers”, “Number of producers”, “Producer awareness”, and “Production” among domestic direct mail-order sites Received No. 1 in 9 categories of “user usage rate” and “producer’s intention to use”.
Press release URL: https://prtimes.jp/main/html/rd/p/000000184.000025043.html About Vivid Garden
Representative: Rina Akimoto, President and CEO
Head office location: 1-7-3 Hamamatsucho, Minato-ku, Tokyo Daiichi Building 4F Date of establishment: November 29, 2016
Business description: Development and operation of an online direct sales store “Tabechoku” where you can purchase ingredients and flowers directly from producers nationwide
Company HP: https://vivid-garden.co.jp/
2016.11 Established Vivid Garden Co., Ltd.
2017.8 “Tabechoku” official release
2018.2 Raised 40 million yen as a seed fund, and released the “Tabechoku Concierge”, a regular vegetable delivery service 2019.7 “Meat choku” and “Fish choku” released
2019.9 Capital tie-up with Shinmei Holdings, release of “Sake Choku” 2019.10 Series A funding of 200 million yen, seasonal fruit regular delivery “Tabe choku fruit select” released
2020.6 “Hana choku” release
2020.7 iOS app released, first TV commercial aired
2020.8 Raised 600 million yen as Series B
2020.10 Started cooperation with Yamato Transport
2020.11 Android version app release
2021.3 Released corporate service “Tabechoku for Business”
2021.2 Released “Cart function β version” that collects shipping charges for products from the same producer
2021.11 Number of local government collaborations exceeded 50 2022.6 Approximately 1.3 billion yen raised as Series C
2022.10 The number of local government collaborations exceeded 60, and a subscription “Tabechoku Gochiso-bin” was released to deliver carefully selected gourmet foods directly from the farm.
2022.11 Started a demonstration experiment of “Mataru Tabechokubin”, which allows you to purchase ingredients from multiple producers in the desired amount
2023.1 “Tabe choku primary industry SDGs project” started, the number of local government cooperation exceeded 70
Vivid Garden press release list:
Details about this release: