To further amplify our offerings of eating thinned wood, we developed a poundcake product which used thinned wood as 20% of its ingredient.
EAT TREES TO SAVE TREES
EAT TREES TO SAVE TREES
LIFULL, the market leader of Japanese real estate information service embarked on a project for SDGs to save the forest environment.
Forestry business is supported by artificial plantation which requires a maintenance process of “Tree thinning” to deliver sunlight to the trees.
However, in recent years, the declining demand of thinned trees has limited this maintenance support and destroyed the forest environment.
So we invented a brand new demand for thinned trees to be used as FOOD.
Tree thinning process helps
to maintain the forest environment.
Insufficiency of tree thinning
can destroy the forest environment.
A new idea of eating the thinned trees to save trees. Consumption as a food ingredient generates revenue for forestry business, creates further demand of tree-thinning, and helps the forests to be in a better environment.
Technology to transform thinned trees into food ingredients.
1.Natural seasoning
2.Chip to create sawdust
3.Boil to destroy bacterium and remove scum
4.Dry naturally again
5.Crush
Developed a full-course recipe with a Michelin-starred chef.
To further amplify our offerings of eating thinned wood, we developed a poundcake product which used thinned wood as 20% of its ingredient.
Open a restaurant in the middle of a thinned tree forest and offered the same experience also in Tokyo at LIFULL’s own restaurant.
The news was covered widely and spotlighted the issue of thinned trees and whole forest industry. Now we made an e-commerce offering of selling poundcakes. They have become very popular and now constantly sold out.
More importantly, this project is bringing money to the forestry companies engaged in tree-thinning business.
