Cheering rice” sold in cooperation with a J-League soccer club and a local production area is gaining popularity. The products are designed in the image of the clubs and a portion of the proceeds are used to help strengthen the clubs, thus capturing the demand to support the clubs and the community as a whole. The club, which is rooted in the community, is expected to boost the local brand of rice and increase the number of “supporters” of rice consumption.
from Agrinews.co.jp 20230618
