Koshi Hirano owns and manages Kiwi Fruits Country Japan, a 10-hectare agri-tourism farm in Kakegawa, Shizuoka, that welcomes 30,000 annual visitors and cultivates over 50 kiwi varieties using circular farming principles. A graduate of Shizuoka University's Graduate School of Agriculture, Koshi spent nearly a decade working internationally--serving as a JICA volunteer in agricultural development, then as an agricultural expert with NGO AMDA MINDS supporting post-earthquake recovery in Nepal and smallholder farmers in Madagascar. In 2024, he launched a fruit cultivation project in Zambia to improve farmer incomes and nutrition.
His Nuffield research addresses Japan's critical challenge: agriculture is perceived as difficult, unprofitable, and low-status, deterring young people from farming with less than 3% of agricultural graduates choosing it as a career. Through his own work combining agriculture, education, and creativity, Koshi discovered that purpose and social meaning--not just profit--inspire people to farm. His research will explore global models successfully attracting youth to agriculture, particularly examining agricultural education systems in the Netherlands and Africa. His goal is to transform farming into a respected, innovative profession that solves social challenges and becomes a dream career for the next generation--starting in Japan and extending worldwide.
