Spreading awareness of rural issues

The wisdom of farmers, who practice “seiko udoku,” a Japanese saying meaning “working when it’s clear, reading when it rains.” The voices heard at the markets where the people who grow meet the people who eat.

The ideas of the people who run the small businesses, in agriculture and beyond, that operate within their means in the cities. Through encounters and connections with the people of the fields, who live with freedom and humanity in tune with the rhythms of nature, we delve into the stories that need to be told, and compile them in our magazine, NORAH.

We do this to help build sensitivity to rural issues, and bring those issues to everyone who aspires to a rural lifestyle.

Life with farm
With an eye on the fields

NORAH is published from the Farmer’s Market @ UNU, which is held every weekend, Saturday and Sunday, in the square in front of United Nations University in Aoyama, Tokyo. The magazine is edited by staff from the Farmer’s Market.

The staff’s curiosity grows amid daily conversations with the people who operate stalls at the Farmer’s Market, including the farmers themselves, and this results in the content published in the magazine. “Norah Rural” is not just the name of the magazine; it refers to one of the key subjects for a market that is working toward being a community, one that is centered around farmers and also includes chefs, craftspeople, and the people who live in cities.

Farmer’s Market @ UNU