VISION. VALUE. HERITAGE.
Our Mission
Protecting the Future of Shizuoka’s Tea Industry and Passing It to the Next Generation
Currently, Shizuoka’s tea industry stands at a critical turning point, facing severe shortages of successors and declining profitability.
At SŌCHADO, we create new possibilities and value for Japanese tea by delivering high-quality tea directly to customers worldwide. By building a sustainable, modern industry structure and passing its true value on to the next generation, we are fully committed to safeguarding the future of Shizuoka's tea industry.
Crisis of Heritage
Why is Shizuoka, Japan’s premier tea-producing region, facing a critical crisis today?
[Aging Population & Lack of Successors]
The most fundamental cause lies in the decreasing number of tea producers. The aging of tea farmers and a shortage of successors are severe. Furthermore, many tea plantations are located in mountainous areas where mechanization is difficult, which—combined with structural sales challenges—makes the business model unsustainable.unattainable.
[Profit Structure]
Historically, the tea market in Shizuoka has relied on a wholesale pricing model designed to secure margins for the entire distribution chain. As a result, it is difficult for tea producers to set their own selling prices. Coupled with the declining demand for sencha, they are often unable to sell their produce at fair prices.
[Regional Branding]
On a global scale, the recognition and branding of "Shizuoka Tea = High Quality" is still in its developing stages. However, Shizuoka possesses world-class natural environments and tea-making techniques that easily rival renowned regions like Uji. The key now is to make its true value known to the world.
Introducing
Preserving Japan's Finest Tea Region for the Future
At SŌCHADO, our philosophy is to preserve Shizuoka’s world-class tea-growing environment and the proud craftsmanship of its farmers for the future by achieving three core missions: optimizing producer profitability, fostering a new workforce and successors, and establishing regional brand recognition.
Producer Profitability
By reducing intermediary margins and launching direct sales through our own media channels, we deliver high-quality tea to customers at a fair price. At the same time, we establish a sustainable sourcing model that ensures dependable profits are returned to tea farmers.
Workforce & Successors
We help solve Shizuoka’s labor and successor shortages by recruiting talent through SNS and offering aspiring brand creators the necessary know-how and distribution channels to attract future workers and leaders.
Regional Branding
We build global brand value by enforcing detailed origin labeling for sub-regions within Shizuoka while sharing each area's unique craftsmanship and local appeal with the world to accurately communicate their true worth.
All Products
