Abstract
Due to the decrease in farming society and the aging population, finding successor of farms have been a social problem. Kiryu city of Gunma prefecture, a major producer of rice, also suffered this problem. To solve this problem, Dentsu, local NPO Kids Valley and the local farmer has come up with a solution; The "Job offer rice" Atotorimusuko.
Atotorimusuko is a product which is composed of rice itself and farming experience. After eating the rice, people who wish to be a successor can take part in planting and reaping.
To express the concept of this product, package of the rice was designed to look like a job advertisement. On its first year after the launch, 10 people who ate the rice applied for the farming experience as successor candidates.
