A New Paradigm in Agriculture and Farming: Greenovator’s Interview

Starting in 2022, Makinohara City launched “Maki-challe,” a business contest inviting startup companies from around the world to develop business plans that leverage the city’s “industrial resources” and “tourism resources.” In this interview, we speak with Mr. Thein and Mr. Osugi from Greenovator, a finalist of the first Maki-challe, about their services and future prospects.

Interview with Greenovator

Introduction

Interviewer: Thank you for this opportunity to interview you today.

Mr. Thein: Thank you for interviewing us and posting on your media.

Background of Greenovator

Interviewer: First of all, please tell us about you and your relationship with Greenovator.

Mr. Thein: I am Thein Soe Min. I graduated from the Agricultural University in 2009 and worked on INGO projects, including a JICA project in Myanmar, focusing on farming communities. In 2015, my co-founder and I started a mobile application for farmers as smartphones became affordable in Myanmar. We registered the company in Singapore and operate in Japan, Cambodia, and Myanmar, aiming to cover the entire Mekong region, including Japan.

Mr. Osugi: My name is Kenji Osugi. I serve as the advisor to Greenovator and the CEO of Greenovator Japan, established in Tokyo. With a background in JICA and companies like Toshiba and Hitachi, I focus on sustainability and ESG initiatives. I joined Greenovator in 2017 and support their expansion in Southeast Asia. I presented on behalf of Greenovator at the first Maki-challe in 2022.

Overview of Greenovator

Interviewer: Can you give us a brief overview of Greenovator? Where did the idea for the company and its business model originate?

Mr. Thein: Coming from a family of farmers, I understand their struggles. Our mobile application for farmers in Myanmar, used by over 320,000 farmers, aims to shift their mindset to view farming as a sustainable business. We developed a ‘farming record’ feature to help farmers track their activities and generate QR codes for traceability, assuring consumers of product quality. We saw an opportunity in Makinohara city to expand this functionality, given its extensive agricultural land and tea production.

Interviewer: Fantastic. So, how has Greenovator tailored its services for the Japanese market, and what is your sales strategy for Japan?

Mr. Osugi: Japanese farmers generally have sufficient access to information, so our application’s functionalities need to be more focused. We aim to collaborate with tea companies in Makinohara and adapt our approach and business model for Japan. Initial surveys in Makinohara and Shizuoka areas will help us tailor our services and form strategies for approaching Japanese financial institutions.

Interviewer: What are the current and future market expansion plans for Greenovator, particularly from a social impact perspective?

Mr. Thein: We are expanding within the Mekong region and seeking investments to support this. In Vietnam, we plan to commence a project with an NGO and are exploring investment opportunities from Japan.

Mr. Osugi: In Japan, we are approaching public organizations like JICA and JETRO for collaboration. We plan to integrate big data and AI, focusing on climate-smart advisory services to help farmers adapt to climate change.

Focus Areas in Southeast Asia

Interviewer: Within Southeast Asia, are there any regions or markets that are of specific focus?

Mr. Thein: Our focus is on Cambodia, targeting small-scale farmers and developing a contract farming solution. We are collaborating with the National University of Battambang and applying for programs like JICA’s SATREPS to address social issues.

Mr. Osugi: Cambodia is our priority, and we are exploring collaborations with various organizations to reach more farmers. We aim to address their problems directly by providing techniques, knowledge, and information.

Addressing Labor Shortage in Japan

Interviewer: In Japan, labor shortage is a big problem in agricultural areas. Do you have any idea how to solve this problem?

Mr. Thein: Our mandate is to attract youth to agriculture by promoting smart farming practices.

Mr. Osugi: We are promoting eco-friendly farming methods to engage the younger generation.

Mr. Thein: In the Mekong region, we introduced a family account feature to involve youth and women in farming activities. This could be explored in Japan, with extensive research within the Japanese context.

Maki-challe Experience

Interviewer: Tell me about the Maki-challe experience for Greenovator.

Mr. Osugi: This was our first time attending a business contest in Japan. We saw potential synergy between our expertise and the challenges in Makinohara’s tea industry. We have applied to use the facilities at the Makinohara Incubation Center.

Interviewer: It is exciting to hear about Greenovator’s expansion and collaboration with Makinohara City!

Interviewers: Thank you again for the interview.

Company Overview

Name of company: Greenovator
URL: Greenovator
Year of company establishment: 2015
Representatives: Thein Soe Min & Kenichi Osugi
Location: Singapore

Interview Conducted by Pramod Sharma & Momo Kisuna Written by Pramod Sharma & Sayaka Kitaoka