Vivid garden

About Vivid garden

Vivid Garden Inc. operates as a pivotal force in Japan's agritech sector, aiming to bridge the gap between food producers and consumers. The company was founded in November 2016 by Rina Akimoto, who currently serves as the CEO. Akimoto's personal history is deeply intertwined with the company's mission. Growing up in a family of farmers in Kanagawa Prefecture, she witnessed firsthand the economic hardships that led to the closure of her family's farm. This experience, coupled with her professional background at the tech company DeNA, where she worked as a web service director and app marketer, fueled her desire to use technology to solve the challenges facing Japan's primary industries.

The core of Vivid Garden's business is "Tabechoku," an online marketplace launched in August 2017 where consumers can directly purchase fresh produce, meat, fish, and other food products from registered producers across Japan. This direct-to-consumer model allows producers to set their own prices, which can lead to a higher profit margin compared to traditional distribution channels that involve multiple intermediaries. Vivid Garden generates revenue by taking a 20% commission on the sales made through the platform. The marketplace serves individual consumers, including those looking for organic and specialty foods, and has expanded to include a B2B service called "TabechokuPro" for restaurants.

Tabechoku's platform offers several distinct features. It provides consumers with the story behind their food, connecting them to the producers and their cultivation methods. This creates a more personal and engaging food purchasing experience. For producers, the platform offers a direct channel to a nationwide customer base, reducing their reliance on conventional supply chains and allowing them to sell produce that may not meet the strict cosmetic standards of traditional retailers. Over the years, the service has expanded to include various subscription options like "Tabechoku Concierge" for seasonal vegetable boxes and "Tabechoku Fruit Select". The company has also launched initiatives like "Tabechoku Furusato Nozei," integrating with Japan's hometown tax donation system, and a net supermarket model called "Tabechoku dot me" to further meet consumer needs. The platform has seen significant growth, with over 9,100 registered producers and 950,000 users as of late 2023.