The brand name "Umai" was chosen not only because it means "so good" in Japanese, but because the founder wanted to hear people around the world use the word "umai" when talking about Japanese-grown products. The founder of Umai Farm was inspired when he attended Gifu University in 2021 by the rapid decline in farmers producing these specialty persimmons. According to the founder, "We want to preserve these persimmons that farmers have worked so hard to maintain to the next generation, and we want to deliver this flavor not only to Japan but all over the world."
Preserving Tradition and Innovating Flavor
Gifu Prefecture is famous for its awe-inspiring natural landscapes, as well as a warm, mild climate. These conditions create the optimal environment for persimmon growth. The crystal-clear freshwater nourishes each tree to produce plump fruit with otherworldly sweetness. To preserve this incredible land, Umai Farm has been taking over farmland that was abandoned due to the aging population not being able to care for it. They are also developing "smart" agricultural technologies to help farmers achieve their production goals.
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