Hattendo Farm

What Hattendo Farm does

Hattendo Farm (株式会社八天堂ファーム) is a Japanese private corporation incorporated in May 2022 and headquartered in Mihara, Hiroshima Prefecture, operating a vertically integrated Commerce-Industry-Agriculture-Welfare Integration (商工農福連携) model. It is part of the Hattendo Group, the established pastry company behind Japan's well-known cream pan brand (くりーむパン), and uses the parent's manufacturing, product development, and retail channel capabilities to monetize agricultural produce grown through welfare-inclusive farming. The company manages approximately 15,000 grape clusters across 10+ varieties at Hattendo Vineyard (八天堂ぶどう園) in Takehara City, applies Noufuku JAS-certified production methods (including gibberellin treatment, variety-specific bagging, berry thinning, and early-harvest jam processing), and converts output into fresh grape bunches, processed cream-pan SKUs (Grape, Shine Muscat, Horado Kiwi), Fruitless Mochi lines, and brand-licensed products.

Revenue is generated through four streams: direct-to-consumer fresh fruit and processed food sales via company-operated online shops (B2C and B2B), Amazon, and retail partners (Izumi, Aeon, Lawson Chubu, Hattendo retail stores, Meijiya in Tokyo); the Owner System (オーナー制度), a subscription-style grape vineyard ownership program with individual tiers at ¥5,000-10,000 and enterprise tiers at ¥200,000-600,000 for premium Noufuku JAS-certified gift sets; a brand licensing program charging 1-3% of retail price plus ¥20 per sticker to other Noufuku operators; and consortium-driven sales through the Noufuku Consortium Hiroshima platform. The company serves enterprise corporate gift buyers, individual B2C consumers, retail partners, and licensing partners across Hiroshima Prefecture, Tokyo, and the Chubu/Aichi region.

As core manager of the Noufuku Consortium Hiroshima — which signed the first cross-municipality agricultural welfare agreement in the Chugoku-Shikoku region in January 2025 — the company coordinates welfare farms, four municipalities, social welfare corporations, and academic partners. It received impact investment from Hiroshima Venture Capital in December 2025, holds multiple national recognitions (MAFF Discover Rural Treasures 2023, Noufuku Award 2024 runner-up, FOOD SHIFT Excellence Award 2025), and was featured in the Ministry of Health, Labour and Welfare White Paper 2023.

Name

Hattendo Farm

Legal name

株式会社八天堂ファーム

Website

https://hattendofarm.co.jp

Company type

Private

Founded year

2022

Operating status

Operating

Short description

Hattendo Farm is a Japanese private corporation and Hattendo Group subsidiary that operates a Commerce-Industry-Agriculture-Welfare Integration model, converting welfare-grown grapes from its Takehara vineyard into fresh fruit, processed cream-pan SKUs, subscription gift sets, and brand-licensed products for B2C, retail, and enterprise customers in Hiroshima, Tokyo, and Chubu.

Ownership category

akta.pro rank

Product category

Agricultural Products and Processed Foods

NAICS

Grape Vineyards (111332)

SIC

Agricultural Production-Crops (100), Canned, Fruits, Veg, Preserves, Jams & Jellies (2033)

akta.pro primary industry

Table Grape Vineyard Operations (Fresh-Market Quality, Clusters, Compliance) (AFAGAJAI)

akta.pro secondary industries

Vineyard Labor & Compliance Management (H-2A, Safety, Payroll, Housing) (AFAGAJAK), Berry Sorting & Packing Facilities (AFAOAGAD)

Keywords

• Agricultural welfare collaboration
• Fresh grape production
• Processed fruit foods
• Cream bread manufacturing
• Regional trading company

Headquarters

HQ city

Hiroshima

HQ country

Japan

HQ region

Asia

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Fresh Fruit Sales: Direct sales of agricultural products — primarily grapes (Shine Muscat, Pione, and 7+ other varieties) — through company-owned online shop, Amazon, and partner supermarkets. The company harvests and ships to consumers directly, including B2C and B2B gift purchasers.
2. Processed Food Products (くりーむパン series): Manufacture and sale of processed products including cream bread (くりーむパン) with fruit fillings (grape, kiwi), fruit jam products, butter sandwiches, and 'Fruitless Cream Pan' (果実なきモチ) product line sold through Hattendo stores, department stores (Takashimaya Nagoya), convenience stores (Lawson Chubu), and supermarkets (Aeon).
3. Owner System (オーナー制度): A grape vineyard ownership program where shareholders receive annual harvests of premium S-rank/A-rank grapes as gift sets. Three tiers: A Course (1 share, 10,000 yen, 3 clusters S-rank), B Course (7,500 yen, 2 clusters S-rank), C Course (5,000 yen, 2 clusters A-rank). Enterprise tier offers 20-30 gift sets at 20-60万 yen. Requires Noufuku Consortium membership.
4. Brand Licensing: Companies engaged in Noufuku activities can license the Hattendo Farm logo for use on their products. License fees include 1% of retail price for advertising/promotion costs (rising to 3% from year 2), plus 20 yen per license sticker sold.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels6 records

Core offering

Hattendo Farm operates a regional trading company model promoting agricultural welfare collaboration (Noufuku) by producing Noufuku JAS-certified fresh grapes (primarily Shine Muscat and Pione varieties) at its Takehara City vineyard, and manufacturing processed food products including cream bread with fruit fillings, jams, and mochi products. The company also operates a vineyard Owner System subscription program for premium grape gift sets and a brand licensing system for other Noufuku operators. Sales occur through company-operated online shops (B2C and B2B), Amazon, Hattendo retail stores, supermarket chains, convenience stores, department stores, and tax return gift programs.

Product overview

Hattendo Farm is a regional trading company that supports agricultural welfare collaboration (農福連携), combining agriculture with secondary and tertiary industries through a 'Commerce-Agriculture-Welfare Integration' model. The core product portfolio centers on cream breads (くりーむパン series) featuring fruits grown through agricultural welfare collaboration, including Cream Pan Grape, Cream Pan Shine Muscat, and Fruit Cream Pan Horado Kiwi. Additional offerings include fresh grape bunches (Shine Muscat and Pione) from their Takehara vineyard with over 150 years of history, seasonal products like the Fruit-free Mochi line, and fresh produce such as Oono-ri figs. The company also operates a vineyard owner system and license program for agricultural welfare collaboration partners. Products are sold through their direct online shop, Amazon, and various retail channels including supermarkets and department stores across Japan.

Differentiator

Problem solved

Functional benefit

Brands

• 八天堂ぶどう園: Grape vineyard operated by Hattendo Farm in Takehara City, Hiroshima Prefecture. Cultivates Shine Muscat, Pione, and other grape varieties using agricultural welfare integration methods.
• 八天堂ファーム ノウフク・ショップ

Products and services

• Cream Pan Grape (くりーむパン ぶどう) Cream bread product with grape jam filling containing grape fruit flesh and signature melt-in-your-mouth cream, featuring refreshing sweet grape flavor. Sold through the company online shop, Amazon, Hattendo retail stores, and retail partner channels.
• Cream Pan Shine Muscat (くりーむパン シャインマスカット) Premium cream bread made with Shine Muscat grapes featuring elegant floral aroma and melt-in-your-mouth cream that complements juicy grape flesh. Sold through online shop, Amazon, retail stores, and department store events.
• Shine Muscat 1 Bunch + Pione 1 Bunch (シャインマスカット1房・ピオーネ1房) Fresh grape bunch gift set featuring one Shine Muscat bunch and one Pione bunch grown in Takehara City, Hiroshima Prefecture, where grape cultivation began in the 1870s. Mountainous area provides excellent drainage and temperature variation for sweet, large grapes. Sold through company online shop during harvest season.
• Fruit Cream Pan Horado Kiwi (果実なきくりーむぱん ほらどキウイ) Soft cream bread with Hattendo's signature melt-in-mouth cream and Horado Kiwi jam, offering a sweet and sour refreshing taste. Sold at Hattendo Takashimaya Nagoya store, Gifu-area events, Lawson stores in Chubu region, and Aeon/Aeon Style stores (6 locations) from late July.
• Fruitless Mochi (果実なきモチ) Series Mochi product line available in Strawberry, Red Grape, and Shine Muscat varieties. Sold in 10×6 box (2,620-2,750 yen) and 10×24 box (7,160-7,870 yen) configurations with free shipping through Amazon and company online shop.
• Vineyard Owner System (ぶどう園オーナー制度) Subscription-style vineyard ownership program where shareholders receive annual harvests of premium S-rank/A-rank grapes as gift sets. Three individual tiers (A/B/C Courses) and enterprise tier. Provides Noufuku JAS-certified products for promotional gifts and supports SDG goals. Requires consortium membership.
• Hattendo Farm License System (ライセンス制度) Brand licensing system allowing Noufuku-active companies to use the registered Hattendo Farm logo on their agricultural welfare products. Includes annual advertising/promotion fee (1% of retail price, rising to 3% from year 2) plus per-sticker license fees (20 yen per sticker). Licensees must be engaged in Noufuku (agricultural welfare) activities.
• Morning-Harvested Oono-ri Figs (朝採れ 大乗いちじく) Fresh morning-harvested figs produced through agricultural welfare collaboration by Sogoe Fukushikai, sold as the first consignment product of Noufuku Consortium Hiroshima at Izumi supermarket stores in the East Hiroshima area. Noufuku JAS certified.
• HiOLI Collaboration Butter Sandwich Butter sandwich product developed through collaboration with HiOLI using Noufuku-grown agricultural ingredients. Sold as 6-piece box at 2,592 yen (tax included), base price 2,400 yen with separate shipping.

Quantifiable outcome

• First harvest 2025: 465 kg across 7 varieties in a single day (August 18)
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Social Welfare Corporation Sogoe Fukushikai / 宗越福祉会coreStrategic or Co-development Partner · 16 January 2025Sogoe Fukushikai is the core executing organization (主幹事・実行団体) of 農福コンソーシアムひろしま. The organization partnered with Hattendo Farm to take over an abandoned vineyard in April 2021, establishing Hattendo Vineyard (八天堂ぶどう園) for welfare employment of people with disabilities and life-support recipients. The welfare organization provides the labor force and farming expertise; Hattendo Farm provides product development, manufacturing, and sales channels. The Noufuku Consortium's first product — 'Morning-Harvested Onori Figs' — was produced by Sogoe Fukushikai and sold under the Hattendo Farm brand.
• Noufuku Consortium Hiroshima (農福コンソーシアムひろしま)coreStrategic or Co-development Partner · 8 August 2024A multi-stakeholder platform launched August 8, 2024, with the goal of expanding Noufuku markets. Hattendo Farm serves as the core/managing member providing business management from agricultural production to product development and sales channel building. Participating entities include: Hiroshima Prefecture, Takehara City, Mihara City, Higashihiroshima City, Sogoe Fukushikai (core executing body), Associate Farm Co., Ltd., and academic partners (Kinjo Gakuin University, Kobe Gakuin University). On January 16, 2025, the consortium signed an agreement with four municipalities — Hiroshima Prefecture, Takehara City, Mihara City, and Higashihiroshima City — for regional co-creation society through Noufuku. This is the first cross-municipality Noufuku agreement in the Chugoku-Shikoku region.
• HiOLIminorStrategic or Co-development Partner · 16 November 2023Hattendo Farm collaborated with HiOLI to develop a butter sandwich product using Noufuku-grown agricultural ingredients. The collaboration was announced November 16, 2023, with planned launch in January 2024. The product was sold as a 6-piece box at 2,592 yen (tax included), representing a cross-brand product development partnership.
• Associate Farm Co., Ltd. (アソシエートファーム株式会社)minorStrategic or Co-development PartnerParticipating company in the Noufuku Consortium Hiroshima. Collaborates with Hattendo Farm on agricultural welfare initiatives and product development within the consortium framework.
• Kinjo Gakuin University and Kobe Gakuin University (金城学院大学・神戸学院大学)minorStrategic or Co-development PartnerAcademic/research support partners providing scholarly backing for the Noufuku Consortium Hiroshima. Contribute academic expertise to the consortium's initiatives.
• Hattendo Co., Ltd. / 株式会社八天堂 (parent company)coreStrategic or Co-development PartnerHattendo Farm is part of the Hattendo Group (八天堂グループ). The parent company provides product development expertise, manufacturing capabilities, and established retail distribution channels. The Group's flagship 'Cream Pan' (くりーむパン) brand and technology are leveraged for Hattendo Farm's processed agricultural products.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Fuji Baking Group: Fuji Baking Group is a major Japanese bread and baked goods manufacturer with broad retail and convenience store distribution. Comparable as an incumbent in the same packaged bread space where Hattendo Farm's processed cream pan and butter sandwich products are sold.
• Shikishima Baking (Pasco): Shikishima Baking (Pasco) is one of Japan's largest bread manufacturers with extensive distribution through supermarkets, convenience stores, and food service. Comparable as a broad incumbent in the packaged bread category where Hattendo Farm's cream pan products compete.
• Takanashi (タカナシ/髙梨): Takanashi is a major Japanese dairy and fruit juice company with strong premium gift-fruit positioning and established retail distribution. Comparable as a broader incumbent in the Japanese premium fruit gift and processed fruit space, though its scale far exceeds Hattendo Farm.

Direct peers

• Yamamoto Nouen (山本農園): Yamamoto Nouen is a well-known Japanese premium fruit producer specializing in Shine Muscat and other high-end grape varieties sold through gift and direct channels. Comparable as a direct peer in the premium Japanese grape production space.
• Senbikiya (千疋屋): Senbikiya is a long-established Japanese premium fruit retailer and gift specialist, operating high-end fruit shops and online sales of luxury Japanese fruits including Shine Muscat and other premium grapes. Comparable to Hattendo Farm's premium gift positioning for Japanese fruit consumers.
• Hattendo Co., Ltd. Hattendo Co., Ltd. (株式会社八天堂) is the parent/sister company within the Hattendo Group that pioneered the cream pan brand. Hattendo Farm is part of the same group, leveraging Hattendo's product development and retail distribution capabilities for its Noufuku-grown agricultural products.

Regional players

• JA Hiroshima (Hiroshima Prefecture Agricultural Cooperative): JA Hiroshima is the regional agricultural cooperative representing grape growers in Hiroshima Prefecture, including Shine Muscat and Pione producers. Comparable as a regional aggregator and distributor of Hiroshima-grown premium grapes, competing for shelf space and producer relationships in the same geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hattendo Farm