Happy Quality Japan is a Japanese startup revolutionizing agriculture with its "Happy style market-in agriculture model." Established in 2015, the company aims to liberate farmers from the volatility of commodity prices. Their agricultural management support service offers cultivation techniques and guidance, empowering FC farmers to cultivate high-functionality, high-quality, and high-priced brand-name tomatoes. What sets them apart is their unique purchase system, ensuring that farmers are fairly rewarded for their efforts, unlike in the traditional supply chain. In 20 October 2020, Sony Innovation Fund, SVIC, and Innovation Growth Ventures participated in the Venture Round investment, showcasing strong investor confidence in the company's vision and potential impact in the agriculture industry.
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