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Matsubara Farm

Matsubara Farm

マツバラノウエン
Vendor
まつばら農園
A farm in Wakayama that has been in business for 124 years. With the philosophy of "food enriches the soul", our customers' smiles are our happiness. We aim to be a farm that can be proud of the next generation.
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About the brand

A farm in Wakayama that has been in business for 124 years. With the philosophy of "food enriches the soul", our customers' smiles are our happiness. We aim to be a farm that can be proud of the next generation.
1
The sweetness and condition of the fruit are determined one by one, and those that do not meet the standards are not delivered. A farm that takes responsibility from production to shipment, promises unmistakable quality, and delivers sincerity for customers.
2
Utilizing its 124-year-old technology, it also develops processed products such as syrups and stationery made from upcycled non-standard fruits. He is currently struggling with efforts to solve local issues and realize recycling-oriented agriculture.
3
We value our relationships with our staff, business partners, and customers, and aim to continue to be a farm where everyone involved can smile, share our thoughts, circulate happiness, and walk together with our colleagues to create the future.

More about the Brand Owner

松原　好佑

KOSUKE MATSUBARA

He is the current owner of "Matsubara Farm", which has been growing fruits and vegetables in Kinokawa City, Wakayama Prefecture for six generations since the Meiji era. Utilizing the rich natural environment and the technology inherited from our ancestors, we are working on daily cultivation with the belief that "food enriches people's hearts." Not wanting to waste non-standard crops, he launched the "Nouka no Shukdai" project and promoted the development of upcycled products. By finding new value in fruits, we hope to revitalize the region, and we carefully grow each crop.
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Why are we doing?
What are we doing?
Commitment to the product
Who are supporting us?

Why are we doing?

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Kinokawa City, Wakayama Prefecture, where the Kino River flows, is blessed with fertile soil suitable for growing crops, a warm climate, and a temperature difference between morning and evening. "Matsubara Farm" has been growing fruits and vegetables for more than 120 years in Kinokawa City, Wakayama Prefecture.
The thoughts that the sixth generation Yoshisuke Matsubara cherishes are summarized in the words "food enriches people's hearts." We are raising fruits and vegetables with all our heart so that everyone can smile, "you who gave me a gift", "you who ate it", and "me who raised me".
In particular, Kinokawa persimmons are the signature product of the farm, which boasts a 124-year tradition.
　
*Kinokawa persimmon from Matsubara Farm
　
Each one is carefully grown, the sugar content is measured, and the quality is taken seriously. However, I felt that the problem was that "non-standard products" that could not be put on the market were created with uneven shapes or slight scratches.
The "Nouka no Shukudai" brand was born from the thought of "Mottainai". This is an initiative to upcycle discarded fruits from the field. In February 2024, the Kinokawa City Certified Brand [ISSEKI] was certified as "A Stroke of Notes Made in the Mottainai Field" and won the Social Products 2025 and Social Products Awards. In 2025, we will start selling "The Hassaku" syrup, which is the number one in Japan produced in Wakayama Prefecture (using non-standard ingredients), opening up new possibilities for agriculture.
In recent years, these efforts have been highly evaluated, and there have been many visits from South Korea and Hong Kong
Matsubara Farm goes beyond just a farm and continues to challenge the creation of sustainable agriculture and food culture.
I will tell the children that it is a proud job.
*Visits from Korea

What are we doing?

At Matsubara Farm, we are particular about cultivation in an environment close to nature. In particular, in persimmon cultivation, we practice a unique cultivation method that condenses sweetness and umami by feeding seaweed, fish extract, and organic fertilizer. Through cultivation with the tradition and thoughts of the farm that has lasted for 123 years, we produce high-quality Kinokawa persimmons with a sugar content of 16 degrees or more.
In addition, 10 kinds of persimmons, hassaku, tangerines, shiranui, lemons, grapes, blueberries, corn, onions, etc. are grown.
On the other hand, we sincerely faced the problem of "disposal of non-standard products," which is a major issue in agriculture, that the government and government are unaware of, and launched the brand "Nouka no Shukudai" in February 2024. This is an initiative to upcycle discarded fruits from the fields, and it is a challenge to find new value in discarded fruits that have only had problems with their shape and color.
"A one-stroke note made from fruits from the wasteful field" is a representative product. Single-stroke notes made from fruits that cannot be marketed, such as persimmons, figs, and kiwis, have been certified by Kinokawa City as a brand [ISSEKI] and are attracting attention as a new way to use agricultural waste. Winner of the Social Products Award 2025 and the Social Products Award.
*Winner of the Social Products Award 2025 and the Social Products Award.
　
In addition, the "The Hassaku" series is also working on the development of processed citrus fruits, and the appeal of Hassaku is conveyed in a new way in variations with plain type and dried ginger. (Wakayama Prefecture also has the largest production volume of Hassaku and sansho pepper in Japan)
Matsubara Farm is not just about producing delicious fruits, but also about pursuing agricultural sustainability and exploring new relationships between food and agriculture. The attitude of continuing to innovate while preserving tradition, such as taking on the challenge of crowdfunding, is the essence of Matsubara Farm.
　

Commitment to the product

[The Hassaku]
A new series of processed citrus products handled by Matsubara Farm. There are two types, "plain" and "dry sansho", allowing you to fully enjoy the refreshing flavor of Hassaku. It is made with carefully selected Wakayama hassaku and finished with a manufacturing method that brings out the goodness of the ingredients. I mixed it with alcohol or carbonated water, and added a small amount of beet sugar so that it could be enjoyed with meals to complete the "delicious bitterness". It is useful not only for alcohol, but also as a topping for yogurt and ice cream, as an ingredient in baking, and in coffee and tea. It is a new challenge for Matsubara Farm that can be enjoyed regardless of the season. My dream is to expand it nationwide as a sour like the lemon and grapefruit sours that are popular in Japan. It is said to be a domestic grapefruit. I would like everyone from all over the country to enjoy citrus hatsaku that can only be found in Japan.
[A one-stroke note made from fruits from a wasteful field]
Sustainable stationery using "non-standard" fruits that cannot be put on the market. They come in three varieties: persimmon, fig, and kiwi, and are characterized by their natural hues and textures made from each fruit. The washi paper contains about 30% fruit, giving it a warm atmosphere typical of Japan. A notable product that has also been certified by Kinokawa City's certified brand [ISSEKI]. In 2025, it won the Social Products Award at the Social Products Awards 2025 and is attracting attention from Korea and Hong Kong. Every time you use a piece of paper, you can feel the thoughts of the farm and the blessings of nature, making it an item that is kind to the environment and the heart. The three-piece set is also appreciated as a gift. The manufacturing will be done by a Japanese paper company with a history of 1,500 years in Echizen City, Fukui Prefecture. The goal is the production of cardboard. Currently, in addition to one-stroke notes, he is also producing postcards and business cards. In the future, we are considering fans and fans.
　
　

Who are supporting us?

Matsubara Farm's products are highly popular among people who are particular about food that seeks "authentic taste". In particular, Kinokawa persimmons are characterized by many customers who purchase them repeatedly every year due to their rich sweetness and high quality. In addition, the peace of mind that there is no loss will delight not only individual customers but also restaurants, hotels, and retailers.
We have also received voices of joy from greengrocers and restaurants who say, "I can't buy persimmons from other stores since I met Matsubara Farm's persimmons," and "There are customers who look forward to the arrival of Matsubara Farm's persimmons every year."
The products of the "Nouka no Shukudai" brand are popular among the younger generation, who are highly interested in environmental issues and sustainable consumption, and those who are looking for unique items as gifts.
In addition, from November 2025, we will also hold a persimmon picking tour of "Phantom Persimmon". It's not just about buying products, it's also catering to a new need to share the experiences and stories of the farm.
*The photo shows a restaurant in Tokyo selling [The Hassaku Espresso Tonic]
*Hassaku sour, Hassaku squash
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