Business for good is business as usual for us.

We believe capitalism can be compassionate, so we build ventures where responsibility and growth coexist — and where everyone involved shares in sustainable prosperity.

For us, doing good isn’t the cost of business; it’s the only way to do business.

A reality that shouldn’t be.

Japan’s impossibly high aesthetic standards have resulted in unimaginable volumes of produce being discarded even before they reach supermarket shelves. This is not just a monumental waste; discarded fruit and vegetables left to rot contributes to global greenhouse emissions.

While government regulations have led to a marked increase of private sector efforts that in turn significantly reduced wasted produce, close to 4 million tonnes of perfectly edible food (with unique looks!) are still thrown away annually for no good reason.

Eliminating food waste at the source: farms

Bonne食 (“bonne-shoku”) is our upcoming marketplace that makes doing good feel natural. It connects farmers who have produce rejected by supermarket buyers - and even co-ops - simply for not being “pretty enough” with people who value quality, freshness, and fairness over appearances.

Every order supports farmers, reduces waste, contributes to greenhouse gases elimand proves that good food doesn’t need to conform to someone else’s idea of perfection.