Domingo is collaborating with towns in Hokkaido for a month to bring you the third installment, this time focusing on Pippu Town! We will be delivering information on how to enjoy the town and its special local products over a period of four weeks. This week, the third week, we will introduce Pippu Ichigo, which celebrates its 100th anniversary this year! Let's take a closer look at the beginning of strawberry cultivation in Pippu Town and the efforts that are currently being made.

The origins of Pippu Ichigo and its 100 years

The history of strawberry cultivation in Pippu Town dates back exactly 100 years ago, in 1921. It was originally started by farmers near Otayama who started cultivating strawberries as a snack for their children. It is said that strawberry cultivation in Pippu Town began at an early stage compared to the rest of the country, with Fukuoka Prefecture starting in the late 1920s and Tochigi Prefecture in the 1950s.

Pippu strawberries are characterized by being "grown outdoors." Outdoor cultivation means growing crops in outdoor fields without the management of greenhouses, allowing them to grow while taking full advantage of the blessings of nature, including sunlight. When you go strawberry picking in Pippu Town, you can enjoy seasonal strawberries that have grown in plenty of sunshine.

Although Pippu Ichigo seems to have had a smooth 100-year history, it has faced several crises in the past. For example, around 1965. Cultivating strawberries outdoors means that they are vulnerable to weather such as rain and wind, and to diseases. It is a tough growing environment for delicate strawberries. Due to the effects of continuous crop failure, the yield of strawberries in Pippu Town has decreased recently, and the cultivation area has gradually decreased accordingly. "I want to keep the flame of strawberry cultivation burning" With this in mind, volunteer producers took the lead in coming up with measures to overcome the crisis. In order to protect Pippu strawberries, they began cultivating them in greenhouses in 1971.

Another crisis occurred in the second half of the 2000s. Greenhouse cultivation can stabilize the environment, but it requires fuel. Many producers find it difficult to continue due to the financial burden caused by rising fuel prices, and the number of producers has decreased from over 60 at its peak to around 20 in recent years. In addition, because strawberries are grown as part of a combined rice cultivation business, as the scale of rice cultivation expanded, more and more farmers began to move away from the labor-intensive task of strawberry cultivation. Having overcome several crises, and in order to continue the history of strawberry cultivation that has continued up until now, they have now begun cultivating "Benihoppe," a strawberry that grows in winter. The four types of strawberries currently grown in Pippu Town are "Kentaro," a well-balanced variety suitable for outdoor cultivation in Hokkaido; "Yukirara," a new variety with large fruit; "Akai Yousei," a variety used in cakes and other products; and "Benihoppe," a variety with a good balance of sweetness and acidity that can be grown in greenhouses in the winter. Soft strawberries that can be eaten as is when picked, etc., are grown outdoors, while strawberries to be processed into cakes and other dishes are grown in greenhouses. The harvest season for "Kentarou" and "Yukirara" is from June to early July, "Akai Yousei" from May to early November, and "Benihoppe" from late December to the end of May. With the start of winter strawberry cultivation, Pippu Town has become a town where strawberries can be grown all year round.

Commemorating the 100th anniversary! Initiatives underway in Pippu Town

In 2021, the town of Pippu celebrates its 100th anniversary and various initiatives are being carried out. The "Pippu Strawberry 100th Anniversary Project" was organized by a committee of producers, the JA, and local government with the desire to share joy and gratitude with the producers and to spread it to people both within and outside the town. Pippu Ichigo 100th Anniversary Project Here are four particularly noteworthy initiatives.

① Pippuichi Referral Campaign A "100th Anniversary Special Menu" using Pippu Strawberry's "Red Fairy" was available at restaurants in the town throughout July. Each of the nine stores in the town developed and offered an original menu item using strawberries.

②Strawberry planting experience for local children In August of this year, we held a "Strawberry (Yuki Lala) Planting Experience" event for children in Pippu Town. Even if you have experienced strawberry picking, it is rare to experience planting strawberry seedlings. And next year, from June to July, when the strawberries planted this time come into harvest season, there will be a harvesting experience. This initiative was undertaken with the desire to have children born and raised in strawberry towns learn about and experience strawberries.

3) Develop a commemorative item for Pippu Ichigo's 100th anniversary To commemorate the 100th anniversary of Pippu Strawberry, the town of Pippu is developing products using strawberries. It's still exciting to see what the final product will be, but it will apparently be a drink or food that will allow you to taste Pippu Strawberry! I can't wait for it to be completed!

④100th Anniversary Hashtag Campaign We are currently accepting posts about Pippu Town and strawberries on Twitter, Facebook, and Instagram! Those who post using the hashtag "#PippuIchigo100thAnniversary" will be entered into a lottery to win a prize! Please feel free to post your memories of Pippu Town or stories related to strawberries.

To commemorate the 100th anniversary of Pippu Ichigo's birth, we are holding a 100th anniversary hashtag campaign. *Those who post on social media (Twitter, Facebook, Instagram) with #PippuIchigo100thAnniversary by December 31st, 2021 will be entered into a lottery to win a prize! As long as the content is related to Pippu Town and strawberries, it's OK. Let's celebrate together!

— Pippu Ichigo 100th Anniversary [Official] (@pippu100) June 9, 2021

Pippu Ichigo's Future Outlook

Now that Pippu Ichigo has reached its 100th anniversary, we spoke with Nakazawa, who is in charge of Pippu Ichigo at the Pippu Town Industrial Promotion Division's Agriculture Policy Section, about how the brand wants to weave its history in the future. "I think that the fact that Pippu Ichigo has continued for 100 years is an asset to the town of Pippu." With the exception of staple crops such as rice and wheat, it is rare for the same crop to continue in the same town for 100 years, so the owners say they would like to use this 100th anniversary as an opportunity to work towards ensuring that Pippu Strawberry celebrates its 150th and 200th anniversary. "Just like the 'Pippuichi Introduction Campaign,' my ambition is to create projects that will make everyone happy, from producers, local business owners, and customers from inside and outside the town, through strawberries! I'd also like to do something like a 'Strawberry Day' where everyone can enjoy strawberries!" We were able to hear a story that gave us a clear picture of Pippu Ichigo, which has been in business for 100 years, continuing to evolve and weave its history into the future.