This is a new series from the Domingo Editorial Department, weaving stories that explore the rich "food" and "people" of Hokkaido! We've asked culinary expert Mae Matsuda, who is passionate about local ingredients and has many connections with producers in Hokkaido, to guide us on a food-related journey.

This time, we spoke with Mr. Iwao Fuchino, a farmer from "Yuchi no Oka Nature Farm" who also runs "Negoroichi," a direct sales market that sells freshly harvested vegetables and processed goods from Kuriyama Town.

We'll delve into the dedication of Negoroichi, where you can experience the deliciousness of vegetables grown in Kuriyama's rich environment by "seeing," "hearing," and "tasting" them.

Negoroichi Market
(Interview date: September 10)

Negoroichi is a Direct Sales Market Run by Farmers

Mr. Fuchino's farm operates on the motto of carefully growing crops without stress, in harmony with the rich natural environment, and delivering them to many people.

At the direct sales market "Negoroichi," they not only sell produce from their own farm but also source and sell delicious vegetables from over 60 other affiliated farmers in Kuriyama Town.

The charm of Negoroichi lies in its ability to "deliver" to customers not just the unique characteristics and deliciousness of the vegetables, but also the passion and dedication of the farmers who grew them.

See, Taste, and Learn About Vegetables Before You Buy

Because Negoroichi is run by farmers, you can feel an exceptional love for vegetables.

"I want to convey to the customers everything, including what kind of dedication and passion the farmers have when they grow their produce," says Mr. Fuchino.

You can see this effort to connect with customers all around the store.
For example, the store's atmosphere and layout are designed to make you want to pick up the vegetables. The bright and welcoming interior is filled with informative pop-up signs about the produce.

Another great thing about Negoroichi is that the staff are very knowledgeable about the vegetables and their growers.
They know all about the seasonal vegetables and the farmers who cultivated the produce currently for sale. If you have any questions, you can feel at ease asking the staff.

One of the most wonderful features is that they offer lunches and bento boxes made with the seasonal vegetables sold at Negoroichi.

You can actually eat the vegetables transformed into seasonal pizzas, vegetable curries, or set meals, and then buy the ones you liked to take home.

Incidentally, Negoroichi's bento boxes are popular not only at the market but also among the staff at the Kuriyama Town Hall.
They are offered at the affordable price of 600 yen, with the hope that people can easily enjoy delicious seasonal vegetables.
Now that the state of emergency has been lifted and eat-in service has resumed, why not enjoy your favorite dish, like their famous pizza, bento, or set meal?

Negoroichi Began 18 Years Ago with a Stall in a Park

The story of Negoroichi began 18 years ago.
It all started when they participated in a direct sales event held at a park outside of town. About 20 producers participated in the event, which was held every Friday.

After that, Mr. Fuchino decided to open his own store in a different location, a direct sales market that would be open every day.
Soon, other producers started asking, "Could you sell our vegetables too?" This was because, especially in the summer, vegetables like cucumbers and tomatoes grow so quickly that waiting for a once-a-week sales event would mean they'd become overripe.
Through this process, they began handling products from well-known producer friends in the town, and it evolved into the current Negoroichi, a place where "all the delicious things of Kuriyama Town gather."

Ongoing Activities and Daily Efforts

At Negoroichi, they place great importance on "communicating" when selling vegetables.
The vegetables sold here are sourced directly from producers in the town by Mr. Fuchino and his team. Because they know who grew the vegetables and how they were grown, and have tasted them, they can sell them with confidence and convey that story to the customers.

On this day, what I noticed for the first time was the "variety of eggplants." There were two types of eggplants with different shapes, and when I asked, I was told they were different varieties.
"That one, the Minori variety, is really soft and delicious!" they told me.

Mr. Fuchino says he is happy to be able to hear customers' voices as a producer.

"When deciding which vegetables to grow this year, it's so helpful to hear the voices of people who have actually eaten and understand the vegetables. There's a lot you can't tell just by looking at a crop catalog. For example, someone might say, 'The ET pumpkin I bought here last year was so fluffy and delicious!' Through conversation, fans are created for 'that person's vegetables.'"

Even in an age where you can look up anything, there are things you can't understand from information alone.
By fostering communication between customers and producers, a positive relationship is built through vegetables, and the number of fans who feel, "It's more expensive than the supermarket, but I want to buy that person's delicious vegetables at Negoroichi!" has grown.

Mr. Fuchino's dedication isn't limited to the products he handles. To make Negoroichi an even more beloved market for customers, he arranges opportunities several times a year for his staff to visit other direct sales markets.
They visit markets and producers that catch their interest not just in Hokkaido but all over Japan, sometimes adding new products to Negoroichi's lineup.

"If we find something that we think is truly delicious and want to recommend, we might stock it. We want Negoroichi to be a place where you can always find something delicious," he says.

They also take inspiration from customer service at other stores. Furthermore, by connecting with other direct sales markets, they sometimes arrange to sell each other's local products. By introducing and selling each region's best items in their respective areas, they create a positive cycle where customers can discover new products and regions.

A Rare Market That Stays Open in Winter, Not Just Summer

While many direct sales markets are only open during the summer vegetable season, Negoroichi is unique for its long operating period from April to December.

During the winter, they mainly sell processed goods such as handmade miso using Kuriyama-grown soybeans and koji, pickles, and pre-cut pumpkin.
The long business period stems not only from a desire to sell Kuriyama's delicious products even in winter but also from an employment perspective.
By operating a direct sales market that sells the town's delicious food, they create jobs in the community. It felt like I could see a future where Negoroichi continues to exist alongside the town and its customers, circulating the local economy.

Hoping to Increase Opportunities for Customer Interaction in the Future

Mr. Fuchino's love for Kuriyama Town is second to none!

"A symbolic thing about Kuriyama is that there are 93 species of butterflies here. That's only possible because of our truly rich natural environment. Also, this town has so many hardworking mothers, so even labor-intensive vegetables are grown with the whole family's cooperation. That's why we at Negoroichi can deliver so many delicious vegetables to our customers."

He says that because so many people support each other within their homes and within the town, they are able to take on new challenges.

When asked about his future prospects,

"I want to bring out the latent potential of the vegetables. I want to further pursue ways to maximize the deliciousness of each vegetable.
And I want to interact more and more with our customers. Customers who tell us things like, 'It was delicious when I cooked it this way,' or 'The pumpkin of this variety you grew was so fluffy and delicious,' or give us their opinions—they feel much closer than relatives I only see occasionally. I want to increase initiatives that allow us to interact with the people who eat our food in many more ways."
They are already engaged in various activities, such as holding miso-making workshops and children's drawing contests, but he mentioned that once the COVID-19 situation calms down, he wants to increase initiatives that foster more interaction.

Mr. Fuchino cherishes the land of Kuriyama and communication with his customers. We highly recommend you stop by his market, "Negoroichi."