The Japanese term ikigai denotes a sense of purpose or passion in life. Ikigai Fruits, an online retailer that sells specialty fruit sourced from independent Japanese farms, was founded last year to showcase the result of such dedication — and to support the future of Japanese fruit growers. In Japan, where the average farmer is over 65, many businesses are shuttering with no successor to carry on the tradition. By selling soft, custardy crown melon, crisp soju pears and caramel persimmons to customers around the world, Ikigai Fruits hopes to play a part in reversing the decline. The company’s sakura pink Awayuki strawberries, for example, are grown at Berry, a farm in Mie Prefecture that was founded in 2017 and offers apprenticeships to people with disabilities or who are struggling with mental health or substance abuse issues. Strawberries, along with rainbow kiwi and fuyu persimmons, are currently included in Ikigai’s omakase box, which changes seasonally. From $89,ikigaifruits.com.
