Japan’s Minister of Agriculture, Forestry and Fisheries, Norikazu Suzuki, has called for a major shift in the country’s agricultural mindset, urging farmers and agrientrepreneurs to focus on profitability and global competitiveness. Speaking at a foodtech summit in Tokyo, Suzuki encouraged the sector to “earn, earn!” a strong message promoting the idea that agriculture should be viewed not merely as a means of subsistence, but as a dynamic business capable of generating significant income and driving economic growth.
The minister emphasized that Japan’s agriculture must evolve in response to the changing global landscape. “We can no longer rely solely on traditional practices. Farmers and food producers must innovate, adopt technology, and aim for markets beyond our borders,” Suzuki said. He pointed out that new technologies such as AIdriven precision farming, smart irrigation systems, and biotechnology are reshaping global agriculture, and Japan must actively participate in this transformation.
Suzuki’s remarks come amid Japan’s ongoing challenges in the agriculture sector, including an aging farmer population, declining rural labor force, and rising production costs. To address these issues, he urged stronger collaboration between farmers, private companies, and research institutions to build a more competitive and sustainable agricultural economy.
The government, according to Suzuki, is also working on policy reforms and financial support to encourage young entrepreneurs and startups to enter the agritech space. He highlighted that developing exportoriented strategies and branding Japanese agricultural products globally such as premium rice, fruits, and seafood could bring new economic opportunities to rural communities.
“Japanese agriculture must stand proudly on the world stage,” Suzuki concluded. “It’s time to treat farming not as a passive tradition, but as a powerful, profitgenerating industry that sustains our future.”
This renewed call for modernization and businessminded farming reflects Japan’s broader vision to balance innovation, sustainability, and profitability in its agricultural sector.
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