Irodori (いろどり)

国: 
Japan
実施機関のタイプ: 
Cooperative
MIPAA関連テーマ: 
I-1 (Active participation in society and development)
I-2 (Work and the ageing labour force)
I-3 (Rural development, migration and urbanization)
概要: 

The Irodori ("Assorted colours") project was initiated in Kamikatsu, a mountainous community in Tokushima Prefecture. The project sells 320 different kinds of leaves picked fresh from the mountains each day, shipped to the cities to be used as decoration for Japanese dishes, cultural sculpture, ornaments, etc. The commercial success of this agricultural cooperative by the local elders (average age is 70, and most members are women) has caught the international attention. The business not only generates income for them, but also elevates their sense of purpose and motivation as the elders can check online the price fluctuation of the leaves and how much money they have made each day.