５６「Fukushima Prefecture products PR・Sales Channel Expansion Project」that the Fukushima United FC has taken part in has received the Public Award of the 2021 J.LEAGUE SHAREN! Awards. This is a project which has started with the goal to wipe off the reputational damage from the aftermath of the Great East Japan Earthquake, but what kind of value did it bring. What value has Fukushima United FC’s activity bring to the community. In order to dissect this project, we sat down with local government workers that works daily with the community and also the staff of the club and others who supported to make this happen.

Speaker
Fukushima United FC Takuya Abe
Anzai Fruit Farm Tadayuki Anzai
Suzuki Farm Mitsuru Suzuki

Listener
Iwaki City Office Ikuma Kusano
※ This interview article has been taken in charge by “Online Council” where the faithful local government workers gather (Operated by General incorporated association Yonnana Kai).

■Aiming to become the hub for manufacturer of Fukushima and consumer across the nation

The “Agriculture department” of Fukushima United FC has been acting to promote agricultural products that have been raised in Fukushima prefecture. The characteristic of this activity is that they not only support the sales of the products, but players and staff visit each farmer to assist in raising the products in the spring and also helps out with the harvesting as well.

Many products such as peaches, apples, rice, grapes and le lectier is part of the lineup. We purchase peaches by trees and for rice we purchase by tan, which is a Japanese unit of square measurement. We raise the trees and the field as our own throughout the year.

We also gather agricultural products and processed food within our prefecture and host a “Fukushima Marche” to sell and publicize. We have been able to do this on away matches within J3, and even at J1 and J2 venues. We were able to work together with partnership club in Shonan Bellmaire and also with clubs like Kawasaki Frontale, Tochigi SC and Montedio Yamagata. Those clubs bought into our activity and allowed us to create a booth at their sites.

In June of 2020, we launched an ecommerce website for “Fukushima United FC Agriculture Department Official Online store.” This was a structure made for people who gained interest in the products at the Fukushima Marche, and it allowed them to continue purchasing the products. On the website, not only the products are introduced but the thoughts from the farmers and their backgrounds are written out as well. This was made possible with supports from the reconstruction agency and Deloitte Tohmatsu which resulted in becoming a much more well-versed website.

We hope to become the hub of Fukushima’s producers and football fans around the nation which may be potential consumers. We are acting to become a hub with the hope to deliver the great attractiveness about the products from Fukushima prefecture. 

■Players that can talk about the attractiveness of the local products as if it’s their own

This project started from 2014 and it started with the hope to wipe off the reputational damage from the nuclear plant accident after the Great East Japan Earthquake.

“Agriculture is a significant part of Fukushima prefecture. Even before the earthquake, every farmer were putting a lot of effort into their work. When we thought of a way to support the communities’ reconstruction from the earthquake, we focused on the agriculture. We felt we could utilize our media power to reach to many people about this activity. At first it started by partnering with Ohno Farm in Ishikawa Cho and we purchased two apple trees.  In the past, we were not able to help as much as we are doing now. Our hope was for the players to not only assist with the harvesting but the process before that in order to become rooted in the community.” (Mr. Abe）

We have been working with Mr. Anzai from Anzai Fruit Farm since 2015. We started with two peach trees and now our club, Fukushima United FC are growing seven of them. The value is in our players becoming one of the developers and being able to talk about their own experiences.

“Right after the nuclear plant accident, there were people concerned about products from Fukushima and people shied away from them even if they had interest. People had different feelings toward products from Fukushima prefecture. Even in that circumstance, people from the Fukushima United FC offered to help out with the farming and also with PR, so we were really thankful for that. Within our work, we are able to talk about what kind of inspection system we have in place, so people may show interest if those details are coming from the players.

They are not just helping out with the harvest but have been really helpful as they are assisting the little things as well. In the process of growing peaches, there is a step in the spring where you need to drop about 95% of the buds. They even helped us out for those work. Once we are able to pick out the good ones those become the actual products we can sell. We are thankful that they can touch on those details and tell the customers around the nation about it. When the players not only talk about how tasteful it is, but what process is behind the product it should lead to the customers to gain a different understanding. (Mr.Anzai）

In recent years, our goal is not just to wipe off the reputational damage. We are putting our efforts to introduce Fukushima’s high quality agricultural products to many by using our club’s media power. Mr. Suzuki from Suzuki Farm who we have been working together since 2019, has been growing a rare kind of grape called “Takao.”

Takao is mostly made in Fukushima, Yamagata, and Tokyo, but it’s sensitive to the cold and diseases so it takes time and effort to grow. It’s a rare kind that’s only available 1% out of all the grapes in Japan.  We are promoting it nationally centering from Takao.

“We are thankful to be able to reach to people who we don’t have access on our own. Especially the grapes grown in Fukushima prefecture has not been distributed much west from Tokyo. So we feel the value in being able to distribute them to people in Osaka and Kyushu through the club. In the process of growing grapes, there is a step where you need to cut the grains on the bunch of grapes with scissors. There is usually about 200 grains on a bunch of grapes, but we need to leave around 40-50. Players took part in these tough tasks as well, so we feel the value becomes easier to reach the consumers. “（Mr. Suzuki）

■Realizing communities’ attractiveness when you leave your boundaries

What kind of reaction did they receive when promoting Fukushima products at other venues in different parts of the country? Mr. Abe states, “it was much more positive than what we thought we’re going to get.”

“When I went to sell the product at away games, it felt like there were a lot of people that purchased them because it was from Fukushima. For example, there were people that mentioned products from Fukushima is safer because it’s examined thoroughly. Also, when we sold the products during a game against Shonan Bellmaire, there were many people that supported Fukushima and purchased our product. There were also a case where other J. League clubs directly asked Daiou Corporation whether they can put out a stand during their games. Daiou Corporation produces one of the most famous Fukushima confectionaries called ‘Imokuri Satarou” and also is an official club partner for Fukushima United FC that is a well-known concession food during the games. “ (Mr.Abe)

Also selling the products at different areas can lead to being an opportunity to recognize the value of the product you make.

“Fukushima is actually not that famous for being a producing area for grapes. Many people have Yamanashi, Okayama, Yamagata in their mind when we speak about grapes, so we want to try how far Fukushima produced grapes can go. As the players promoted Fukushima’s grapes to other regions, we had feedbacks where people mentioned how good it was. Fukushima may not be one of the main producing area, but we were able to realize that our grape’s quality can be competitive against other region’s grapes. “ (Mr. Suzuki)

“There is a lot to learn from the players. For instance, on how they use social media. We always refer to how they use social media in communicating with the customers. Also, players ask us serious questions while doing the agricultural work, so we always try to be prepared in giving the answers. Every time when that occurs, we feel we are growing too. “ (Mr. Anzai).

This has become an opportunity to develop new fans for the club. Since working with Mr. Suzuki and Mr. Anzai, they have mentioned their views toward watching a football game has changed significantly.

“To be honest, I didn’t know much about Fukushima United FC before starting this project. As we started working together, I was able to learn every player’s name and attend some games. Even on days I can’t attend the game live, I am always thinking about the outcome. It has become a team that is really close to me.”

“I had the opportunity to work as a member of the tourism association for IIzaka Onsen where the Fukushima United FC’s office is located. However, I never had the opportunity to speak directly with the staffs and players. After being involved in this project, it changed the way I view the games. My parents are really enjoying this too. Usually, we don’t work together in the fields because it can lead to use having a family quarrel, but on days when everybody from the United FC comes, we all work together as a family. (Mr. Anzai)

Also, this project can lead to Fukushima United FC’s opportunity to grow as well.

“In order to continue the project within the community, it is important to be able to make an earning. Our GM always says, “The size of our hometown directly links to the size of our club.” If we rely on just football, the revenue we earn from ticket sales, merchandise, fan club, sponsorship sales can be limited to the population of our hometown and it can eventually reach the limit.

Fukushima’s population is about two hundred eighty thousand people. Out of those people, who attends our game is just a handful. Also, Fukushima United FC has not cleared the stadium standard to earn a promotion to J2. If we move up to J2, we have more opportunities to bring people to our games which may lead to bigger economic effect, but we’re not in that situation at the moment. We are always thinking of our club’s value and how it can make our locals appreciate our existence. 

We feel the important thing is to continuously build the connection with people in the community and deliver the values of our club. Our activities of the agriculture department have grown to become a project which gains profits and is becoming a part of our club’s source of income. Even in a circumstance where games cannot be played due to COVID-19 and ticket sales are decreasing, we can continue to sell our specialty products. Also, our online shop that we have launched last June has been receiving attention from supporters outside of the prefecture and it has the possibility in becoming a business not only directed to the hometown population.” (Mr. Abe)

■Expanding nationally by utilizing the network of a football club

What type of future do they see in working with the agriculture department and Fukushima United FC? The two developers mentioned that they would like to go see the actual setting where the products are being sold.

“I have not attended an away game and would like to learn how they are approaching the customers, so my hope is to eventually attend an away game together. Despite being a time where it’s difficult for people to gather with COVID-19, our hope is for the supporters that gained interest in our fruit to visit the farm. Once the virus settles, we hope to create opportunities where the visitors can work in the farms with the players and enjoy Iizaka Onsen.” (Mr. Anzai)

“I have not gotten a chance yet being busy with agricultural work, but I would also like to attend an away game and actually see the products being sold. I would like to create opportunities to see how it’s being sold at Fukushima United FC’s and even other games as well. We also would like to attempt to do something additional as well. There is nothing specific in place yet, but we feel it would be interesting to collaborate farmers and Fukushima United FC in order to increase an added value. We are growing crops such as peaches, apples, grapes, asparagus and processed goods, so we feel there is an opportunity to do some kind of a crossover.” (Mr. Suzuki)

As for an additional project for the agriculture department, they have been working with main store of Houraiya (Company of amazake & malted rice) and Ohno Farm (Growing apples with the club) to develop an amazake intended for athletes using malted rice.  Also, the focus will be continuously directed toward the ecommerce website that was created last year.

“For example, we would like people to find out about the agriculture department during the away games and purchase a regular order through our ecommerce website. Also, there may be cases where players arrive on rental from different clubs and the supporters of the previous clubs may see their player participating in agriculture work and develop interest. Our ideal plan is to put out a booth in all 57 club’s games.” (Mr. Abe)

We predict that the ecommerce website will be used to continue our relationship with people that we connect through football. Lastly, ten years after the Great East Japan Earthquake we asked Mr. Abe about what he has in mind for future of the project.

“Due to all the support, the agriculture department’s awareness continues to grow. These projects are meaningless if we don’t continue, so we hope to keep it going. It will be ten years since the earthquake and the club is celebrating its 10^th year anniversary. As we work toward promotion for J2, we hope to continue working with the people in the community, so more people would be appreciative of our existence. The agriculture department is a project which players participate, so as occasions and partners increase, there can be scheduling conflict and more things to worry about. However, players coming to Fukushima is a fate. We would like to continue a project where people in the community and the players will all feel that they are glad that there is a football club in Fukushima.

Interview Postscript

I am usually working in a department that deals with regional revitalization. The aim is to limit the decrease of population and revitalize the economy, but in order to make that happen I feel that sports can be one of the initiators.

Sports has the power to connect people and give dream and energy to communities.

New communities and link between different businesses that did not exist may be born from supporting the club that continues to become the symbol of the community.  We can say that the existence of the club and its activities can be a hub that urges innovation.

Fukushima suffered significantly from the Great East Japan Earthquake and the nuclear power plant accident. This year will exactly be ten years, but there a lot of problem that still exist. However, there I have been able to come up with ideas and meet people that I would have never thought about before the earthquake. Natural disaster has connected people and an opportunity to create the future.

According to a private research, people who has a relationship (native, fan, supporter, etc.) with Fukushima prefecture has become number one (about seven times the population) in the nation. There are characteristics where people are showing their desire by participating in volunteer activities, charity and purchasing local products. Introducing local tourist spots and agricultural products to away supporters can lead to increasing the population with relationship and fans of the community.

Beside from the farmers, club and government there are issues that cannot be solved individually. By sports the axis, what can we do by working together with the clubs. When different ideas and perspectives are brought from different people in the community, creating an attractive community is possible. It may not be possible when working alone, and I think that’s the finding you get from the activities with SHAREN!

I look forward to the development of Fukushima United FC where they are not being looked at by just the wins and losses but also is supported by the community outside of the games and becomes the pride of Fukushima prefecture.