Einojin Co.

Name

Einojin Co.

Legal name

株式会社栄農人

Website

https://kingofkinoko.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Fresh Agricultural Products

NAICS

Mushroom Production (111411), Aquaculture (1125), Seafood Product Preparation and Packaging (31171)

SIC

Agricultural Production-Crops (100), Food And Kindred Products (2000), Prepared Fresh Or Frozen Fish & Seafoods (2092)

akta.pro primary industry

Aquaculture Processing & On-Farm Value-Add (primary handling, icing, packing) (AFAEAAAN)

Keywords

• Fresh produce wholesale
• Shiitake mushroom cultivation
• Agritourism experiences
• Strawberry farming
• Agricultural product processing

Headquarters

HQ city

Suwa

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, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Agricultural Product Wholesale: Wholesale distribution of fresh vegetables, mushrooms, and fruits to major supermarket chains and food service operators nationwide. Includes cut vegetables, mushrooms, lettuce, broccoli, tomatoes, grapes, and processed agricultural products.
2. Agritourism Experiences: Revenue from strawberry picking and shiitake picking experiences at Yatsugatake Energy Farm, including special events like summer night strawberry picking and combined fruit picking packages.
3. Direct-to-Consumer Product Sales: Online sales and subscription box delivery of agricultural products through company's EC site and Energee Farm EC Shop, including seasonal produce boxes, organic vegetables, and gift packages.
4. International Expansion: Export of Shine Muscat grapes and eel aquaculture technology transfer to Vietnam; supplement distribution partnership with Hoang Quan in Vietnam market.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels7 records

Core offering

Einojin Co. produces and distributes fresh vegetables (lettuce, broccoli, tomatoes, zucchini), mushrooms (shiitake as the flagship, plus eringi, bunashimeji, enoki), fruits (proprietary Yatsumaru strawberries, four-season strawberries, Shine Muscat grapes), and processed agricultural products. The company operates an integrated agricultural business spanning cultivation, processing, wholesale distribution to supermarket and restaurant chains, direct-to-consumer subscription boxes, and agritourism experiences at Yatsugatake Energy Farm. Additional revenue comes from eel aquaculture technology licensing in Vietnam and supplement distribution partnerships.

Product overview

Einojin Co. operates a diversified agricultural business encompassing primary production, processing, and tourism. The core offering consists of fresh agricultural products including shiitake mushrooms (the flagship product), strawberries (including the proprietary 八ツまる variety and four-season strawberries), Shine Muscat grapes, and various vegetables. These are sold through retail channels and foodservice partners. The product portfolio is expanded through processed foods including cut vegetables and value-added products. The company also operates the 八ヶ岳エナジーファーム tourism farm, which provides experiential agriculture through strawberry and mushroom picking activities, connecting primary production with direct consumer engagement.

Differentiator

Problem solved

Functional benefit

Brands

• 八ツまる: 八ヶ岳エナジーファームオリジナルいちご品種
• YEF15

Products and services

• Yatsumat/Eight-berry Strawberry (八ツまる) Proprietary original strawberry variety developed in-house by Einojin Co., characterized by intense sweetness and strong aroma, enabling year-round fruiting for 365-day strawberry picking experiences. Sold fresh and used in agritourism picking experiences.
• Shiitake Mushrooms (しいたけ) Fresh shiitake mushrooms cultivated on self-manufactured domestic substrate using closed-loop sustainability, sold through retail chains including Summit (122 stores) and used by restaurant chains such as Nakau and Marukame. Also available for picking experiences at Yatsugatake Energy Farm.
• Four-Season Strawberries (四季成りいちご) Strawberry varieties that produce fruit across multiple seasons, supporting year-round strawberry picking experiences at the Yatsugatake Energy Farm tourism farm.
• Shine Muscat Grapes (シャインマスカット) Premium table grapes cultivated at Yamanashi operations, supplied to bakery partners including Patisserie Tooth Toot for premium fruit cakes and exported to Vietnam markets.
• Cut Vegetables (カット野菜) Pre-cut vegetable products for foodservice and retail customers, adding value through processing and supplied to supermarket chains and restaurant operators.
• Processed Foods (加工食品) Processed food products including tomatoes grown for domestic ketchup production in partnership with Kohmee, distributed through Seikatsu Club cooperative.
• Yatsugatake Energy Farm (八ヶ岳エナジーファーム) Agritourism Experience Year-round agritourism farm offering 30-minute all-you-can-eat strawberry picking experiences (3,000 JPY adult, 1,500 JPY child) and shiitake mushroom picking (1,250 JPY per bag), with combined fruit packages and seasonal events like summer night strawberry picking.
• Agricultural Product Subscription Boxes Weekly subscription delivery service of seasonal produce boxes available in multiple sizes (A: 1-2 persons at 3,240 JPY, B: 3-5 persons at 5,401 JPY, C: 4-6 persons at 7,560 JPY), plus organic box option (5,500 JPY) and trial box for first-time customers (2,160 JPY). Includes 10-15 items per delivery with nationwide delivery at 500 JPY flat rate.
• Fresh Lettuce (今朝採れレタス) Same-day harvested fresh lettuce utilizing vacuum pre-cooling technology to maintain core temperature below 10°C within 40 minutes of harvest, ensuring peak freshness at retail.
• Organic Vegetables (有機野菜) JAS-certified organic vegetables available through subscription boxes and retail channels, addressing health-conscious consumer demand.
• Eel Aquaculture Products Eel products produced through aquaculture technology transfer to Vietnam, supplementing domestic supply through partnership with Hoang Quan and distributed through Japanese consumer cooperatives. Welfare Club sales achieved nearly 3x expected volume.

Quantifiable outcome

• Same-day delivery to stores enabling peak freshness
• +1 more outcomes

Named customers9 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

Feature3 records

Partnerships

Eight partnerships are on record, tiered core, minor and strategic.

• IJOOZ CorporationcoreStrategic or Co-development Partner · 26 February 2026Circular economy partnership where IJOOZ provides orange peels from its 1,650+ fresh-squeezed orange juice vending machines across Japan. Einojin uses these upcycled materials to manufacture children's crayons through Mizuiro Co. Three-party collaboration: IJOOZ (waste sourcing) → Einojin (planning/sales) → Mizuiro (manufacturing).
• Mizuiro Co., Ltd.coreImplementation/ SI/ Consulting Partner · 26 February 2026Manufacturing partner using vegetable crayon technology to produce children's crayons from upcycled orange peels sourced from IJOOZ vending machines. Collaboration among three companies to transform food waste into safe, natural children's products.
• Deloitte Tohmatsu Venture Support / Nomura Securities (Morning Pitch)minorGTM or Marketing Partner · 27 November 2025Company presented at Morning Pitch第566回 AGR。特講 агрии Innovation Domain focusing on connecting startups with corporate partners and investors for business collaboration and expansion opportunities.
• Kohmee (コーミ)coreStrategic or Co-development PartnerPartnership for processing tomatoes grown for domestic ketchup production. Seikatsu Club cooperative members participate in planting and harvesting events, creating a community-supported agriculture model for processed food production.
• Hoang Quan (Vietnam)coreChannel Partner/ Reseller/ DistributorVietnamese distribution partner for Noguchi Medical Research Institute supplements, established May 2024. Einojin supplies raw materials for nattokinase and other supplements through this partnership with Hoang Quan as official Vietnamese distributor.
• Vietnamese Government (Ministry of Agriculture)coreStrategic or Co-development PartnerEel aquaculture technology transfer partnership with Vietnamese government support. Government aims to replace Chinese eel imports with Vietnamese production. Einojin receives government backing for establishing eel farming operations in Vietnam.
• Noguchi Medical Research Institute (野口医学研究所)coreStrategic or Co-development PartnerPartnership for supplement OEM production and raw material supply. Einojin has been developing nattokinase and other health supplements with this partner for approximately 3 years, with expansion into Vietnam market through joint press conference in Ho Chi Minh City.
• Mongolia GovernmentstrategicStrategic or Co-development PartnerAgricultural market research and potential technology transfer partnership. Invited by Mongolian government to assess opportunities for improving food self-sufficiency. Company exploring mushroom cultivation and other agricultural projects across Mongolia's vast territory (4x size of Japan).

Scale indicators5 records

Emerging players

• Spread Co., Ltd. Japanese indoor vertical farming company (Techno Farm brand) using controlled environment agriculture for lettuce production — comparable to Einojin's hydroponics and CEA technology investments, but specializes in fully-automated vertical farming versus Einojin's hybrid greenhouse approach.
• Plenty Inc. US-based vertical farming company developing indoor controlled environment agriculture for produce at commercial scale — comparable controlled-environment agriculture capability, though operating in different geographic markets with different regulatory and consumer environments.

Others

• AeroFarms: US-based indoor vertical farming company using aeroponics and controlled environment agriculture for leafy greens and herbs — thematically comparable as a CEA agriculture innovator, though focused on fully indoor farming rather than Einojin's hybrid greenhouse and substrate cultivation model.
• Pasona Group Inc. Major Japanese staffing and agricultural services firm operating Pasona Agri Innovation division — adjacent player in agricultural consulting, farm management outsourcing, and rural revitalization that complements Einojin's employer branding at agricultural job fairs.

Direct peers

• Salad Bowl Co., Ltd. Japanese vegetable producer using hydroponic greenhouse cultivation with D2C subscription boxes and wholesale distribution — directly comparable to Einojin's high-elevation greenhouse lettuce production and subscription box model.
• Oisix ra Daichi Inc. Leading Japanese online retailer of organic produce and subscription meal boxes (TSE listed) — directly comparable to Einojin's D2C subscription business model, though at much larger scale with nationwide logistics infrastructure.

Broad incumbents

• Aeon Agri Create Co., Ltd. AEON Group's agricultural subsidiary operating multiple farms to supply AEON retail stores nationwide with fresh produce — comparable vertical-integration producer-retailer supply model but at vastly larger scale as part of the AEON conglomerate.
• Hokuto Corporation: Largest Japanese mushroom producer (TSE listed), producing shiitake, eringi, and other mushrooms at industrial scale — directly competes with Einojin's core mushroom business but operates at much larger scale and broader retail penetration.
• Seven & i Holdings (Seven Farm): Seven & i Holdings operates Seven Farm agricultural operations supplying 7-Eleven stores with fresh produce — comparable vertical-integration (retailer-farmer) model that directly intersects with Einojin's existing 7-Eleven direct sales corner partnership.
• Hokuren Agricultural Cooperative: Major Hokkaido-based agricultural cooperative federation supplying produce across Japan through wholesale and retail channels — comparable in wholesale produce distribution scope, but operates as a cooperative across thousands of Hokkaido growers rather than vertically integrated production.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/king_of_kinoko

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Einojin Co.