We are pleased to announce that on April 11, 2024, we established HonZen Co., Ltd. (株式会社本然). Looking back, it was 12 years ago when I was working as a firefighter. Half a year after being assigned to the rescue squad — a dream come true — I told my superiors and colleagues, “I want to start my own business, so please let me resign.” Time has flown by since then. At that time, even though I hadn’t decided what I wanted to do, I vividly remember having just one overwhelming desire: “I want to start my own company.” In an era when diverse ways of thinking were not as accepted as they are today, I faced harsh criticism from many people for choosing to leave a stable job I had worked hard to attain in order to start a business. Afterward, I continued gaining various experiences without starting a business right away. When I decided to pursue agriculture three years ago, I was often laughed at and ridiculed — “Agriculture, in this day and age?” “What even is Moringa?” Family members involved in farming kept telling me, “You can’t grow vegetables without fertilizers or pesticides.” Still, when it comes to what I want to do, no matter what anyone says, I can’t be satisfied unless I try it myself. So I put my physical strength — something I was confident in — to work and kept pushing hard in the fields. As a result, the vegetables grew well and I was able to develop them into products. Now there are even people who say, “You can only do that because you’re young and have the stamina.” To be honest, establishing the company at this point may not offer many immediate advantages. I understand that I need to be aware of my responsibilities as a business owner and act with careful planning. The timing of this incorporation may not follow conventional wisdom, but I believe that agriculture is my calling, and that all the experiences I’ve accumulated until now have been leading me here. Today, I have supportive companions by my side. Everyone starts as a beginner. We gain experience, keep learning, and build something of value. Establishing this company is an expression of my resolve. Going forward, I will strive to grow as a full-fledged business leader and build a company that the world truly needs.

HonZen Co., Ltd. Representative Director Ryota Yonamine