Gourtto STORY (Spring 2022 issue)

City of Yokohama, Transportation Bureau's public relations magazine "Gurutto" focuses on local production for local consumption along municipal subways and buses, entitled "STORY for Local Production for Local Consumption in My Town." We will deliver interviews that did not fit in the magazine as a web-only article!　This time, we interviewed Shinsuke Takada, a "Shinkuma Fruit and Vegetable Shop", which runs a greengrocer near Negishi Station.

[New form of greengrocers]
A 3-minute walk from Negishi Station. In a district with many houses near the seaside, there is a shop where cute illustrations of bears and radish are eye-catching. It is Shinkuma Fruit and Vegetable Shop, a greengrocer that just opened in March 2020. Inside the store, which can be seen through the glass, there are colorful vegetables.

Shinkuma Fruit and Vegetable Shop

Mr. Takata, the owner who goes around farmers in Yokohama from 4:00 am every day except Monday and Tuesday. After arranging the purchased vegetables, it is open from 9:30 to 14:00. Many customers come early in the morning in search of vegetables from the Shinkuma Fruit and Vegetable Shop. After 14:00, we will go for delivery if we have an order. Many customers from Naka Ward, Isogo Ward and Konan Ward also go to Kamakura for delivery.

The inside of the store

Mr. Takata is also focusing on public relations using SNS. In addition to LINE, Facebook and Instagram introduce vegetables and fruits purchased every day. Each farmer posts a delicious way to eat vegetables grown with great care. Customers often look at it and ask for delivery. "There are many steep slopes in the area of Negishi Forest Park, and some customers have difficulty visiting the store without a car. There are some elderly people, so delivery has been done since the opening of business."

[Yokohama Vegetables that attract people who are not good at vegetables]

Mr. Shinsuke Takada

Mr. Takata, who has been working for jewelry sales for almost 20 years. "In fact, I didn't like vegetables. Even if there are people who ask for vegetables at restaurants, they will be irritated (laughs)." Mr. Takata's taste changed because of a set of organic vegetables ordered by his family from farmers in Saitama Prefecture. I was not good at eating a bite, but I noticed that it had a deep taste. "It was shocking. It's just a potato, but it tastes good. I wondered if organic vegetables are so delicious."

They only sell seasonal vegetables. In the pop, Mr. Takada's recommended way of eating is written.

Mr. Takata, who was captivated by the appeal of vegetables as a result, acquired a vegetable sommelier qualification. I quit my job and changed jobs to the Spanish restaurant "Isabella" in Kannai. He visited a farmer in Yokohama on his own feet and asked him about the secrets of deliciousness. The vegetables purchased in this way were offered to customers in Isabella. "Is cauliflower eaten raw and so delicious?" "Some people were as surprised as I was," says Takata.

After this experience, Mr. Takata thought that he would start a greengrocer that could sell vegetables purchased directly from farmers instead of restaurants. Focusing on the fact that there are few direct sales outlets around Isogo Ward, he set up a store near Negishi Station. At the time of opening, they purchased vegetables from five farmers, but now they interact with 11 farmers in Yokohama. They are particular about unique vegetables that cannot be tasted at supermarkets.

"For example, there are many hard varieties of green onions sold at supermarkets because their crisp look is important. The green onions that I buy are so soft that they break when they take them out of the bag. The sweetness is strong and the umami is condensed. I think you will know the taste of Yokohama vegetables."

"The broccoli that looks purple due to the influence of anthocyanins caused by the cold is proof of strong sweetness and umami," says Takata.

[A bridge between producers and consumers]
"I value the provision of seasonal vegetables and fruits." Shinkuma Fruit and Vegetable Shop During the interview, it was impressive that the customer continued to talk happily with Mr. Takada, saying, "The grated radish was very sweet." "I don't think 'Welcome' has the meaning of a greengrocer. I will talk a lot about the vegetables purchased and small talks. I think it's important to be able to speak at ease." From his experience at a Spanish restaurant, he said that if he told him how to eat deliciously, he will receive feedback from customers. It can be seen that they are developing relationships with customers at a close distance just because they are a greengrocer.

At Shinkuma Fruit and Vegetable Shops, they have called farmers who do business to their stores and held talk shows. In December 2021, "Enchan Farm" in Asahi Ward and Satoshi Yamamoto, a farmer from Hodogaya Ward, talked about the points of vegetable making in front of customers. "Each farmer has a fan. The customer was asked a lot of questions. I hope that it will be a point of contact between producers and consumers, and I want to do it in the future." Listening directly from producers will be a starting point for safety and security, says Mr. Takada.

Enchan Farm, which naturally cultivates chemical-free fertilizers and pesticides-free.

Mr. Satoshi Yamamoto says that he is supported by many chefs for soil using organic compost from the original blend.

"I would like to increase the number of stores in the future," says Mr. Takada. I would like you to visit us to taste the original taste of vegetables that have been carefully selected.

[Shinkuma Fruit and Vegetable Shop]
Location: 10-16 Nishimachi, Isogo-ku, Towa Negishi Building 102
Access: Get off at the municipal bus 58 system "Negishi Ekimae" and walk about 3 minutes.
Business hours: From 9:30 to 14:00
Regular holidays: Monday and Tuesday
Inquiries: 080-9291-9171
URL： https://www.facebook.com/shinkumaseika/ (external site)
[Recommended spots that can be reached by municipal bus from Negishi Station]
Negishi Station is one of the municipal bus terminals. From here, you can access Yokohama's most famous cherry blossom spots, Sankeien and Negishi Forest Park by bus. You can also go to the streetcar preservation hall where "Yokohama streetcar" is preserved as it was at that time.
　Why don't you enjoy the cherry blossoms of Yokohama, nostalgic streetcars and local vegetables for spring outings?
・Yokohama Sankeien (https://www.sankeien.or.jp/ (outside site))
　→About 10 minutes by 58/101 system
・Negishi Forest Park (Negishi Forest Park Official Website | Yokohama Greenery Association (hama-midorinokyokai.or.jp) (outside site))
　→About 5 minutes by 21 systems
・Tram Preservation Museum (https://www.shiden.yokohama/ (outside site))
　→About 7 minutes by 21 systems