Sustainable Stories

The Yoshino River basin in Tokushima Prefecture, formerly known as Awa Province, has been a prominent indigo-producing region since the Edo period and continues to proudly maintain its position as a leading producer of indigo in Japan today.
Indigo-dyed clothing is admired for its visual appeal and various benefits, including repelling insects, preventing infections, and reducing odor. It is said that during the Muromachi period, indigo-dyed undergarment was worn for the same purpose but on different occasions, such as beneath armor as well as farming attire. Additionally, Awa's indigo merchants were known to carry indigo in their pockets during travels, ingesting it when experiencing stomach ailments, leading to the saying, "Indigo merchants know no illness."
Thus, indigo has been recognized for centuries not only as a dye but also as a medicinal substance.

Why did Mr. Mitani get involved with Indigo while running pharmacies? This stems from his over 30 years of experience as a pharmacist, during which he has interacted with numerous patients.

BON ARM's indigo is cultivated by nine contracted farmers who comply with specific requirements within Mima City, Tokushima Prefecture. These requirements include pesticide-free farming and designated areas and locations, which are regulated by the "Tokushima Version GAP Certification System" (Tokushima GAP certification), ensuring the production of indigo that meets both the safety and quality standards set by BON ARM and the "Tokushima Agricultural Products" (An² GAP) certification. In particular, indigo intended for consumption is exclusively sourced from fields located at a 400-meter altitude, recognized as part of the "Nishi-Awa Steep Slope Land Agriculture System," a designated World Agricultural Heritage Site.

Harvesting takes place during the scorching heat of midsummer, especially on steep mountain slopes at high altitudes, where mechanization is unsuitable, and water management poses significant challenges. Manual labor remains the fundamental approach because vehicles cannot access these areas.

"Similar to the broader challenges in Japanese agriculture, indigo farmers also struggle to earn adequate income for their labor, which hampers growing numbers of producers. To ensure the continued inheritance of the traditional culture of indigo dyeing to the next generation, it's imperative to protect these producers while simultaneously pursuing higher-value-added product development.
We've set strict quality standards, particularly for edible indigo, allowing us to purchase from contracted farmers at relatively higher prices. However, if utilizing high-value-added products, such as those for consumption and medicinal purposes, becomes more widespread, it will lead to an overall increase in income for all indigo farmers," explains Mr. Mitani.

Mr. Mitani strongly believes that providing economic support to the producers is crucial to continuing the tradition of the indigo industry and conveying the fascinating fermentation technology and medicinal appeal of indigo. While exploring various methods to communicate the greatness of indigo, he recognizes the necessity of supporting the livelihoods of producers to sustain the indigo heritage.

The "Aishokunin" online shop offers a diverse range of products, including caffeine-free indigo tea, herbal tea, langues de chat (French butter cookies) delicately tinted with a hint of blue, and indigo-dyed tea utensils. These items are also sold in souvenir shops throughout Tokushima Prefecture and have received positive feedback from tourists both domestically and internationally.

Additionally, Mr. Mitani has a well-defined vision for his future projects. "I aim to develop cosmetics using both indigo and herbal ingredients. Indigo contains abundant components beneficial for skincare, such as moisturizing and antioxidant properties.
Instead of merely selling our own manufactured cosmetic products, I envision a model that promotes local production and consumption. We plan to involve community members by offering them the opportunity to craft their own skincare items, such as toners and soaps," he elaborates.

For instance, some retirees spend more time at home among the patients who regularly visit the pharmacy. We envision providing them with an environment where they can collaborate. This collaboration would include various tasks, from cultivating indigo to developing products, planning packaging and branding, manufacturing, and selling. Our primary aim is to create fulfilling work opportunities within the local production and consumption framework.
By establishing a space where elderly patients can actively engage, we aim to contribute to the revitalization of the community and the well-being of its members.