In Japan finding deliciouss Japanese rice to cook is not difficult, it’s like finding bread in France or pasta in Italy. Yet finding organic rice or at least non chemical rice is not so easy. There are only few places I know in Tokyo where to find some for sure and the one usually sold in supermarkets is not chemical free. In the countryside the “Eco” label is already a guaranty of better quality in terms of production, but I’ve hardly found it in the city. Isumi is one place that grows rice in Chiba and they have a rather big production, and I was surprised the other day to find something new on the shelf at the local cooperative: a 100% chemical free rice grown locally and sold in a nicely design package. So I had to buy it. I support all initiatives for local, chemical-free, environmental-conscious production and if possible aesthetical and sustainable packaging. I think this one has it all. I believe the packaging (who buys 2kg rice vag in the country???) is really targeted at Tokyo hipsters (even if there is nothing really as such) but I think there is something good in developing it, it just has to stay sizeable and not to become a crazy business which losses all the ethics and original purpose.