Vivid Garden Co., Ltd./Tabechoku
Tabe Choku Parlor, a shop that connects directly with producers, will open for a limited time in Nakameguro from June 20th (Thursday). We offer sweets made with blueberries picked in the morning, eggs from rare pure domestic chickens, and farmhouse curry made with
non-standard vegetables.
To commemorate the opening, we will hold a talk event where you can talk directly with producers online and a farm-to-table marche on the 20th (Thursday), the first day. You can listen to the details of the cultivation process, taste sweets, and purchase your favorite fruit. ……
Vivid Garden Co., Ltd. (Headquarters: Minato-ku, Tokyo, CEO: Rina Akimoto) operates Japan’s largest direct-to-farm mail order site “Tabechoku”, which has nine No. 1 (*1) rankings in terms of awareness and usage rate. , “Tabe Choku Parlor”, which offers sweets using seasonal fruits sent directly from producers, will open in Nakameguro for a limited time from June 20th (Thursday) to July 7th (Sunday), 2024. .
At the shop, we offer ingredients that can only be delivered directly from the producers, such as Furano melons with large red flesh that are grown with wide spacing, and tarts and pudding a la mode made with eggs from domestically produced chickens, of which only a few percent of Japan’s chickens are grown. We will utilize it to provide a variety of sweets. Based on the concept of “connecting directly with producers,” we hold talk events where you can connect with producers online and have conversations while looking at what’s going on in the field, sell ingredients directly from producers at marches, and deliver “Thank you food” to producers. We are planning some plans.
[Image 1: https://prtimes.jp/i/25043/267/resize/d25043-267-7e4d80a53e80f6112524-14.jpg&s3=25043-267-851e8f3535161a7d8f12411fa37aca92-1200×630.jpg] About the store
■Summary
This time, in collaboration with “Tora no Ana” Nakameguro store, we will open a farm-fresh sweets parlor for a limited time. This is an initiative to deliver extremely fresh fruits and vegetables directly from producers across the country, and to deliver their appeal through sweets not only online but also online.
Based on the concept of “connecting directly with producers,” on June 20th (Thursday), the first day of opening, there will be a talk event where you can connect with producers online and talk while looking at the local situation, and a marche sale of ingredients delivered directly from the producers. We are planning a project where we can send messages such as “Thank you for the meal” to producers. Location: “Tora no Ana” Nakameguro store 1-23-3 Aobadai, Meguro-ku, Tokyo 153-0042 Aobadai Towa Building 1F
Period: Thursday, June 20, 2024 to Sunday, July 7, 2024
Time: 12:00-15:00
■Background of store opening
Vivid Garden aims to “create a world where the commitment of producers is duly appreciated,” and has been delivering information on cultivation methods, producers’ thoughts, varieties, and seasonal information online through the direct-from-the-farm mail order site “Tabechoku.”
This time, in order to deliver the producer’s commitment to a wider range of people, we have developed sweets that can be enjoyed by even more people. ~We planned a pop-up in Nakameguro that is easy to reach even for people in their 30s. We aim to expand the number of fans of our producers by delivering our commitment in various forms. Each table will have a sheet where you can see the face of the maker, and a form will be prepared so that you can send your “gochisousama” to the maker. We are also planning to hold a marche at the store where you can connect with the creators online.
Starting with this initiative, Vivid Garden plans to implement initiatives that allow more people to enjoy the ingredients carefully selected by producers even offline, in order to let more people know about its appeal.
■About Marche Talk Event To commemorate the opening, the first Marche Talk Event will be held on June 20, 2024 (Thursday) at 14:00. ・Sale of carefully selected fruits used at Tabe Choku Parlor at Marche We will sell ingredients carefully selected by producers, such as the fruits used in this Tabe Choku Parlor. You can enjoy your favorite sweets such as fruits, vegetables, eggs, and other ingredients at home.
・Connect with producers online and hold a participatory talk session where you can hear about their commitment to ingredients, etc. We will also hold sessions where we will connect directly with producers via online calls to introduce them to the production site and talk about the ingredients they are particular about. Visitors can listen to the producers’ thoughts and ask questions. You can enjoy the deliciousness of sweets even more through an interactive and live-feeling talk event.
[Image 2: https://prtimes.jp/i/25043/267/resize/d25043-267-c3eeb45c9646ff98f49e-13.jpg&s3=25043-267-619c3487a9dcd6cd1fa67ef855c2e422-3900×2600.jpg] Menu introduction
■Shaved ice
[Image 3: https://prtimes.jp/i/25043/267/resize/d25043-267-4c13395f04fce3fc2aa9-9.jpg&s3=25043-267-6ed70c8f0a7f7b5eb26b67d8c8e5bd09-1200×800.jpg]
[Image 4: https://prtimes.jp/i/25043/267/resize/d25043-267-02b68da7417cffb01606-9.jpg&s3=25043-267-f57cd12938d9e55bbea37e14c61486df-1200×801.jpg] Shaved ice made with plenty of fresh fruit. The soft flavor of the yogurt brings out the taste of the fruit, and you can also enjoy the texture of the granola at the bottom of the shaved ice. We offer three types: mango, natsukonatsu, and melon. A luxurious summer sweet that allows you to indulge in summer fruits.
■Smoothie
[Image 5: https://prtimes.jp/i/25043/267/resize/d25043-267-cea201569ed70e612da4-9.jpg&s3=25043-267-aff6b979c899688a3398708a0ff16d10-1200×800.jpg] This luxurious smoothie is packed with the flavor of seasonal fruits, and is a masterpiece with a rich, fruity taste and a texture of fruit pulp. You can enjoy almost the same taste of fruit delivered directly from the producer. We offer three types: melon, watermelon, and blueberry.
■Fruit tart
A tart with luxuriously colored fruits on top of a crispy tart crust. You can enjoy the balance of sourness and sweetness. We offer two types: cherry and summer and small summer.
■Puddin a la mode
We offer pudding a la mode, which uses pudding made with eggs from Momiji, a rare “purely domestic chicken breed,” and plenty of seasonal fruits. You can enjoy the collaboration of rich and sweet eggs and seasonal fruits.
■Curry
[Image 6: https://prtimes.jp/i/25043/267/resize/d25043-267-209f47d4b7c58d01cf75-9.jpg&s3=25043-267-95b422148c4ca0860c9471851c386688-1200×800.jpg] A rich beef tendon-based curry decorated with substandard vegetables from farmers. Utilizing vegetables harvested at the right time will help reduce losses at the production site. You can enjoy curry while learning about the issues faced by the primary industry, and we are planning to include game curry and other menu items in the future. Producer introduction
The first batch uses ingredients from the following producers. ■Blueberry: Garden Berry Sasaki Sasaki Farm (Shimoina District, Nagano Prefecture)
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[Image 8: https://prtimes.jp/i/25043/267/resize/d25043-267-58015dd637c8271d3884-0.jpg&s3=25043-267-1aa7eba54a23d1a77fbd57fe3528abf4-640×480.jpg] URL: https://www.tabechoku.com/producers/26437
At a farm surrounded by deep forests, we are working on creating soil using fallen leaves like mulch. The fruits are hand-picked early in the morning and shipped the same day to deliver the freshest blueberries. Blueberries are cultivated with a focus on elegant flavor in the southern Shinshu environment, which has a sandy soil with good drainage and is suitable for growing blueberries.
■Melon: Jura Farm Furano (Furano City, Hokkaido)
[Image 9: https://prtimes.jp/i/25043/267/resize/d25043-267-829e9af711f9f027d170-0.jpg&s3=25043-267-5bc456cfeb23898b215c49d0ac83c025-1600×1200.jpg]
[Image 10: https://prtimes.jp/i/25043/267/resize/d25043-267-45e2359b8e02eb5008c4-0.jpg&s3=25043-267-75a33b32cdbc0e9a922f39ca53f84e29-3900×2925.jpg] URL: https://www.tabechoku.com/producers/24377
I grow melons and Western vegetables using the knowledge of herb cultivation I acquired in my hometown of Europe. Cultivated without the use of herbicides, using homemade compost made from rice straw from paddy fields with 80% less pesticides. We cultivate large melons by spacing the plants wider than normal cultivation standards to encourage stress-free growth. Red-fleshed melons are characterized by refreshing orange flesh. It is popular for its melt-in-your-mouth sweetness and beautiful net.
■Eggs: Takita Poultry Farm Egg Tree (Akita City, Akita Prefecture)
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[Image 12: https://prtimes.jp/i/25043/267/resize/d25043-267-4ccc49935a24f718194e-0.jpg&s3=25043-267-fe601bf7fff948e3921810976e823420-3900×3135.jpg] URL: https://www.tabechoku.com/producers/24424
These eggs come from Momiji, a pure domestic chicken breed that is said to make up only a few percent of the chickens in Japan. We purchase raw materials and mix our own feed, and we feed them plenty of natural feed such as mugwort and seaweed. Using unique feed and raising methods, we strive to produce eggs that are rich and sweet without a fishy odor.
■Vegetables: Pachamama Farm (Shimotsuma City, Ibaraki Prefecture)
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URL: https://www.tabechoku.com/producers/20202
After working as a member of the Japan Overseas Cooperation
Volunteers, he started farming in 2012. We do not use pesticides or chemical fertilizers during the cultivation period. This time at Tabe Choku Parlor, we used vegetables that were not standard. We carry summer vegetables such as zucchini, cucumbers, eggplants, and potatoes, as well as seasonal vegetables that have grown rapidly. You can also see other fruits from producers used at Tabe Choku Parlor here. https://www.tabechoku.com/groups/3945
About pop-up planning and product development
Vivid Garden has been involved in pop-up projects and product development that utilize ingredients from carefully selected producers. We will continue to strengthen our offline efforts in order to spread the word about farm-fresh ingredients and the commitment of our producers to even more people.
-Past cases-
・A mobile greengrocer called “Tabe Chokuka” will be selling items for a limited time under apartment buildings and in parks.
https://prtimes.jp/main/html/rd/p/000000141.000025043.html
・As part of a rice consumption support program, a restaurant serving rice sweets such as Liolais will be open for a limited time. https://prtimes.jp/main/html/rd/p/000000183.000025043.html
・An event will be held in Shibuya to compare grapes and offer special menus. https://prtimes.jp/main/html/rd/p/000000228.000025043.html
・We collaborate with Italian chefs to sell New Year’s dishes using ingredients from Tabechoku producers across the country.
https://prtimes.jp/main/html/rd/p/000000152.000025043.html
・We will hold a competition and tasting event “Tabe Choku Strawberry Expo 2024” to promote varieties and producers.
https://prtimes.jp/main/html/rd/p/000000250.000025043.html
About eating chalk
Tabechoku is a direct mail order site where you can purchase ingredients and flowers directly from carefully selected producers. We have achieved 9 No. 1 (*1) rankings in terms of awareness and usage rate among Japan’s direct-to-farm mail order sites. The store handles all kinds of ingredients, including vegetables and fruits, as well as rice, meat, fish, and drinks, as well as flowers, and is unique in that it allows consumers to directly communicate with producers, such as by telling them what they think of the food they have eaten. We also offer four regular services, including the “Tabe Choku
Concierge,” a regular vegetable service that lets you select producers that match your tastes. Furthermore, we are also developing
“Tabechoku for Business”, a service for corporations that can be used for corporate welfare and promotional campaigns, and “Tabechoku Hometown Tax”, where you can enjoy ingredients from Tabechoku producers as a return gift for hometown tax donations. As of May 2024, the number of users has exceeded 1 million, the number of registered producers has exceeded 9,700, and more than 60,000 carefully selected items are exhibited.
・URL: https://www.tabechoku.com/
・Official Twitter: https://twitter.com/tabechoku
・Official Instagram: https://www.instagram.com/tabechoku/
・Service introduction video that explains the concept and story of Tabe Choku (*1) Among domestic direct-to-product mail order sites, “Customer Awareness,” “Customer Usage Rate,” “Customer Usage Intention,” “Number of Web Accesses,” “Number of SNS Followers,” “Number of Producers,” “Producer Awareness,” and “Production Ranked No. 1 in 9 categories: producer usage rate, producer usage rate, and producer usage intention.
Press release URL: https://prtimes.jp/main/html/rd/p/000000184.000025043.html About Vivid Garden
Representative: Representative Director and President Rina Akimoto Head office location: 4F Daiichi Building, 1-7-3 Hamamatsucho, Minato-ku, Tokyo Establishment date: November 29, 2016
Business details: Development and operation of “Tabechoku,” a direct mail order site where you can purchase ingredients, flowers, etc. directly from producers across the country.
Company website: https://vivid-garden.co.jp/
More details about this release:
https://prtimes.jp/main/html/rd/p/000000267.000025043.html