GRA Japan

About GRA Japan

GRA Inc. is an agritech company that was established in January 2012 by Hiroki Iwasa. An IT entrepreneur, Iwasa founded the company to revitalize his hometown of Yamamoto in Miyagi Prefecture, which was devastated by the 2011 Great East Japan Earthquake and Tsunami. Before the disaster, the town was a leading strawberry producer, and the tsunami destroyed the vast majority of its strawberry-growing infrastructure. Iwasa, combining his IT background with the expertise of local farmers, set out to rebuild the industry.

The company's core business is the production and sale of high-end strawberries under the brand name 'MIGAKI-ICHIGO', which translates to "polished strawberries". This brand does not refer to a specific variety but is a quality grade given only to strawberries that meet strict standards for sugar content, size, and shape, with the highest-grade product selling for as much as 1,000 yen (approx. US$8) per berry. GRA utilizes information and communication technology (ICT) to create a sophisticated agricultural model. The company digitizes the knowledge and intuition of veteran farmers to control environmental factors like temperature, humidity, and CO2 levels in their greenhouses, ensuring a stable supply of high-quality produce. This technology-driven approach lowers the barrier to entry for new farmers.

GRA's business model encompasses the entire value chain, a 'sixth industry' approach that integrates production, processing, distribution, and sales. Beyond fresh fruit, the company has developed a line of processed goods, including sparkling wine and cosmetics, to create high-value-added products and facilitate exports. Through a subsidiary, GRA also operates the "Ichibiko Strawberry Café" chain, primarily in Tokyo, which serves sweets made with its premium strawberries. The company provides comprehensive support for new and aspiring farmers through its 'MIGAKI-ICHIGO ACADEMY', offering guidance on cultivation, management, and the installation of low-cost equipment, and then purchasing the strawberries to distribute through its sales network. The company's main farm also functions as a tourist destination called "ICHIGO WORLD," attracting thousands of visitors for strawberry-picking experiences.