This is the third installment of Domingo's special month-long collaboration with towns across Hokkaido! This time, we're focusing on Pippu Town. For four weeks, we'll be bringing you information on how to enjoy the town and its special local products.
In our third week, we're introducing the Pippu strawberry, which is celebrating its landmark 100th anniversary this year! Let's dive into the beginnings of strawberry cultivation in Pippu Town and the initiatives happening today.

The Beginning and 100-Year History of Pippu Strawberries

The history of strawberry cultivation in Pippu Town dates back exactly 100 years to 1921 (Taisho 10). It all began when a farmer near the Mt. Ota area started growing them as a "snack for the children."
For comparison, strawberry cultivation is said to have started in Fukuoka Prefecture in the late 1920s and in Tochigi Prefecture in the 1950s, meaning Pippu Town was among the earliest in Japan to begin.

Pippu strawberries are characteristically grown using "open-field cultivation." This method involves growing crops in outdoor fields without the management of vinyl greenhouses, allowing them to soak up the full blessings of nature, like sunlight.
At Pippu's strawberry-picking farms, you can enjoy seasonal strawberries that have grown plump under the sun.

You might think that Pippu strawberries have had a smooth 100-year history, but they have actually faced several crises.

For example, around 1965.
Growing strawberries in open fields means they are susceptible to weather conditions like rain and wind, as well as diseases. It's a harsh growing environment for delicate strawberries. Due to factors like issues from continuous cropping, strawberry yields in Pippu Town decreased during this time, and the cultivation area gradually shrank.

"We want to keep the flame of strawberry cultivation alive."
With this thought, a group of dedicated producers took the lead and devised measures to overcome the crisis. To protect Pippu strawberries, they started greenhouse cultivation in 1971.

Another crisis occurred in the late 2000s.

While greenhouse cultivation can stabilize the environment, it requires fuel. The soaring cost of fuel became a financial burden, making it difficult for many producers to continue. The number of producers, which was over 60 at its peak, has recently dropped to about 20.
Additionally, since many farmers grew strawberries as part of a diversified operation with rice farming, the expansion of rice cultivation led more people to abandon the labor-intensive strawberry farming.

To overcome these crises and continue the long-standing history of strawberry cultivation, they began growing a winter strawberry variety called "Benihoppe."

Currently, four varieties of strawberries are grown in Pippu Town: "Kentaro," a well-balanced variety suitable for open-field cultivation in Hokkaido; "Yukirara," a new variety with large fruit; "Akai Yosei" (Red Fairy), used for processing in items like cakes; and "Benihoppe," which has a good balance of sweetness and acidity and can be grown in greenhouses during winter.

Soft strawberries for eating fresh, like at strawberry-picking farms, are grown in open fields, while strawberries for processing into cakes and other products are grown in greenhouses.

The harvest seasons are: "Kentaro" and "Yukirara" from June to early July, "Akai Yosei" from May to early November, and "Benihoppe" from late December to around the end of May. With the start of winter strawberry cultivation, Pippu Town has become a place where strawberries can be grown year-round.

100th Anniversary Initiatives in Pippu Town

In 2021, to celebrate its landmark 100th anniversary, Pippu Town is holding various initiatives.
The "Pippu Strawberry 100th Anniversary Commemorative Project" was launched by an executive committee of producers, JA (Japan Agricultural Cooperatives), and the local government with the desire to share joy and gratitude with producers and spread it to residents and visitors alike.

Pippu Strawberry 100th Anniversary Commemorative Project

Here are four noteworthy initiatives.

① Pippu Ichigo Introduction Campaign
This initiative, which ran through the end of July, allowed people to enjoy "100th Anniversary Special Menus" featuring the "Akai Yosei" strawberry at restaurants within the town.
Nine local establishments each developed and served their own original strawberry-themed dishes.

② Strawberry Planting Experience for Local Children
This August, an "Ichigo (Yukirara) Planting Experience" was held for the children of Pippu Town.
While many may have experienced "strawberry picking," it's rare to have the chance to "plant strawberry seedlings." A harvesting experience is also planned for next June-July, when the strawberries planted this time will be ready for picking.
This initiative was born from the desire for children growing up in the town of strawberries to "learn about and experience strawberries firsthand!"

③ Developing a 100th Anniversary Commemorative Product
Pippu Town is developing a new product using strawberries to commemorate the 100th anniversary.
What it will be is still a "surprise," but it's said to be a drink or food item that lets you savor the taste of Pippu strawberries!
We can't wait for its release!

④ 100th Anniversary Hashtag Campaign
They are currently looking for posts about Pippu Town and strawberries on Twitter, Facebook, and Instagram!
Prizes will be given out via a lottery to those who post with the hashtag "#ぴっぷいちご100周年" (#PippuStrawberry100thAnniversary)!

Be sure to post your memories of Pippu Town and your strawberry stories.

ぴっぷいちご誕生100周年を記念して、100周年ﾊｯｼｭﾀｸﾞｷｬﾝﾍﾟｰﾝを実施します*令和3年12月31日までに #ぴっぷいちご100周年 を入れて各SNS（Twitter,Facebook,Instagram）に投稿した方の中から抽選で景品をﾌﾟﾚｾﾞﾝﾄ!内容は比布町と苺に関する事であればOKです☆皆でお祝いしましょう！

— ぴっぷいちご誕生100周年【公式】 (@pippu100) June 9, 2021

The Future of Pippu Strawberries

We spoke with Mr. Nakazawa from the Agriculture Policy Section of Pippu Town's Industrial Promotion Division, who is in charge of Pippu strawberries, about the future vision for this 100-year-old legacy.

"The fact that Pippu strawberries have continued for 100 years is a treasure for Pippu Town."

He explained that, excluding staple crops like rice and wheat, it's rare for the same crop to be cultivated in the same town for 100 years. He hopes to use this 100th anniversary as a catalyst to ensure Pippu strawberries continue for another 150, even 200 years.

"My ambition is to create projects like the 'Pippu Ichigo Introduction Campaign,' where producers, local businesses, and visitors from both inside and outside the town can all find happiness through strawberries! I'd also love to do something like an 'Ichigo Day' (Strawberry Day) where everyone can enjoy strawberries!"

His words painted a vivid picture of a future where the 100-year-old Pippu strawberry continues to evolve and weave its history.