Farm Fresh Faces
There are many charming aspects to Japan; living here brings to light a little-known one: the pride small-scale farmers take in their produce. Generic packages of fruit and vegetables fill the supermarkets, but if you keep your eyes peeled, there will be, on occasion, an item with a tell-tale label. It will feature a photo of a farmer in his fields or in front of his fruit trees. Some look quietly confident; one or two may look a touch abashed, not used to being the centre of attention; others look like they are delighted to meet you.
©Wendy Gan 2026
These labels are a kind of cheat code for the consumer. If a farmer dares to put his face on the packaging, it indicates that he thinks his produce is worth your money. And it usually is! But even if the oranges or bananas do not quite suit your taste, you feel happy to have been given a chance to peer behind the scenes and meet the growers of your food. It adds a touch of wonder to the ordinary activity of grocery shopping because these faces invite questions: doesn’t this rice farmer with his rakish cap look like as if he would be fun to have a beer with?
How is it that these banana farmers radiate such joy?
How did a young man with dyed and permed hair end up growing edamame with his brothers? And why is their edamame so very delicious?
