In the center of the fertile Echigo Plain, there are rice paddies belonging to those who choose diligence over efficiency. These people cultivate rice with minimal reliance on pesticides and chemical fertilizers. The effort they put in results in a kind of warmth within the rice. The time they spend provides a testament to the delicious flavor and safety of their rice. They live in harmony with the plants, birds, insects, and people around them. We hope that you will try Shirokuma Rice and feel the love put into it.