The Brief

Why don't you take on a new challenge to change the landscape of the world through dairy farming?
Dairy farming is an industry in which cows and sheep are raised and milk and its processed products are produced and delivered to consumers. According to one theory, dairy farming has been around since the Neolithic Age, and has prospered in Japan and many other countries and regions as a system that supports humans. On the other hand, dairy farming is in a critical situation when we consider "sustainable", which means "sustainable development of humans, society and the global environment", a concept that has become commonplace these days. Water pollution due to excessive manure produced in the process of dairy farming, accelerated global warming due to greenhouse gases, animal welfare issues, and decreasing number of workers are all adding to the crisis of sustainability. On the other hand, dairy farming has a role to play in reducing the population decline in rural areas and the concentration of people in cities, and it also plays a role in the circulation of nutrients as cows eat tree branches, leaves and grasses, which are converted into delicious proteins such as milk. How does dairy farming need to change in order for humans to continue to live in harmony with the earth?
How do we envision the ideal dairy farming of the future, so that the entire ecosystem can thrive while contributing to the global environment by recycling both people and resources? Let's redesign the entire process in dairy farming. There must be a regenerative dairy that goes beyond sustainability, that adds value to the global system, and that develops together.

Category

【Environment & Earth Resources】
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The Background

Established in August 2021, Deploy Nature is a start-up company (a company that creates a new business model in a short period of time by innovating in a way that has never been done before) that focuses on dairy-related services and manufacturing and sales. With the vision of "making the world's dairy farming sustainable", we are working on various projects to make dairy farming a profession that everyone can aspire to. For example, in the area of dairy product development, we are selling soft-serve ice cream made from grass-fed milk (milk from grass-fed cows), and we are also planning to produce processed products such as cheese and butter. We are also engaged in farm management on consignment, human resource development, and efficiency improvement, mainly through our main farm, Hagiwara Farm. Furthermore, our CEO Yamada is an engineer, and we will be actively involved in dairy farming DX (Digital Transformation) using technology. In order for dairy farming to continue in harmony with the earth in the 22nd century, we want to create a new common sense in dairy farming. We would like to create a new common sense in dairy farming.

The Challenge

In the past few years, "SDGs" and "sustainable" have become words that we are all familiar with in our daily lives. On the other hand, dairy farming is now said to be in a critical situation when the keyword "sustainable" is taken into consideration. For example, cow burps and farts contain methane gas, which has a high greenhouse effect, and the process of dairy farming produces a large amount of greenhouse gas, which is said to be causing global warming. In addition, the shortage of workers is also noticeable due to the depopulation and the intensifying competition with other industries for workers. Even if people do get jobs, their know-how is still not sustainable from the perspective of human resource development since it is largely dependent on experience and intuition. In addition, there are structural problems in dairy farming in Japan. Raw milk produced by dairy farmers is collected together by a designated organization in the area, which sells it to several dairy manufacturers. The price of raw milk is determined by an agreement between the dairy manufacturers and the designated organization and is greatly influenced by the government policy. While this structure protects the livelihood of dairy farmers, it also makes it difficult to differentiate the quality of the raw milk itself and creates disadvantages such as the large number of similar products on store shelves.
In addition, consumer needs are changing. While milk consumption is decreasing, cultured meat and plant-based milk (soy milk, almond milk, oat milk, rice milk, peanut milk, etc.) are rapidly being developed, and vegan and vegetarian ideas are increasing.
Under these circumstances, can dairy farming continue with the value chain (chain structure of multiple value creation from production and procurement of raw materials to delivery to customers) as it was in the era of mass production and mass consumption? What would be the ideal state of dairy farming in Japan and the world in the future? If you were to work in dairy farming, what kind of situation would make you want to work in dairy farming? After envisioning the ideal future, which part of the process from production to consumption needs to be changed and how? Let's think together about a regenerative dairy farming that recycles people and resources for the earth.

Schedules

in Japan time

● 10/23(10:00-17:00) ：Kick-off event
● 10/30 (10:00-17:00) ：Workshop
● 11/13 (10:00-17:00) ：Workshop
● 11/27 (13:00-17:00) : Demonstration Practice
● 12/11 (13:00-17:00) ：Final Demonstration + Networking

* In addition to the above schedule, there will be a team meeting once a week.

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