JAL, which has bases throughout Japan, has been continuously implementing regional revitalization initiatives (currently the “JAL Furusato Project”), and in August 2020 launched the “JAL Furusato Ambassadors,” cabin crew members selected through an in-house recruitment process who move to the area to promote initiatives in their respective regions. In December of the same year, JAL appointed “JAL Hometown Cheering Troops” who are involved in regional revitalization while serving as flight attendants. The aim is to develop products and solve regional issues for hometowns and other regions with which they have connections, utilizing the knowledge they have accumulated as flight attendants.
We interviewed Ms. Seina Hasegawa, a JAL Furusato Ambassador who is involved in the preservation of terraced rice paddies in Niigata.
–What can you tell us about your initiatives?
I am Hasegawa, a JAL Furusato Ambassador, and I arrived at the Niigata Branch in April 2024. I came back to Niigata because I want to give back to my hometown, Niigata, where I was born and raised and love. I hope this article will encourage you to visit Niigata.
In Niigata Prefecture, 36 terraced rice paddies in 8 cities and towns have been recognized as “Tsunagu Tanada Heritage. The Ministry of Agriculture, Forestry and Fisheries (MAFF) recognizes outstanding efforts to promote terraced rice field areas, and Niigata Prefecture ranks first in the nation with 36 terraced rice fields recognized. The Utami Rice Terraces is one of them.
However, in areas where terraced rice paddies are located, the number of abandoned rice paddies is increasing due to the shortage of farmers to take care of the rice paddies due to population decline and aging of the population.
Taking the opportunity of offering Shinnosuke brand rice for in-flight meals, JAL’s Niigata Branch sympathized with the activities of the “Tanada Mirai Ouendan”, which supports agricultural activities and community conservation activities in the terraced rice field area, and formed “JAL Team Niigata” with branch and airport staff, and has been participating in volunteer activities such as rice planting since FY2021.
–How are you involved in this effort?
This time, together with JR East Niigata Branch and Sado Kisen, the three companies responsible for Niigata Prefecture’s “land, sea, and air” transportation participated in rice planting activities in Utami, Sado City, as the “Tanada Mirai Ouendan” (Tanada Mirai Support Group). Sado City is about to be registered as a World Cultural Heritage site. In the Utami area, there is a legend of “rice planting by demons,” and the participants dressed up as demons and planted rice.
This was the first time I had planted rice since my elementary school social studies class. As a flight attendant, I serve meals to our customers, and I was reminded of the effort, ingenuity, and hard work of many people before the rice reaches our customers.
Through this conservation activity, we are pleased to have been able to participate in an initiative that contributes to the local community and society and leads to the achievement of the SDGs. We also hope that by contributing to the conservation of the forest environment, we can contribute to the registration of the Sado Gold Mine as a World Heritage site.
–What are your future plans and prospects?
This was the first time for us to participate in the “Tanada Mirai Ouen-dan” activities, and JAL Niigata Branch plans to continue these activities together with local residents so that the beautiful terraced rice fields will be preserved for years to come.
We will continue to carry out activities such as rice planting and harvesting in Joetsu City.
–What is your message to travelers?
Sado City in Niigata Prefecture has many other attractions in addition to Sado Gold Mine.
From now on, the symbol of the Outer Kaifu Coast, “Ono Turtle,” will be in full bloom in June with as many as 1 million tobishima kanzo, 500,000 in number, said to be the largest colony of this plant in Japan.
Also, be sure to try wakame on Sado Island. Its harvest is small, and it is rarely distributed throughout the country. It is small, soft and thick, and has a strong aroma of the sea, making your usual miso soup even tastier.
© Source travel watch
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