SHIZUOKA—Long the top tea-growing prefecture in Japan, Shizuoka has been surpassed by Kagoshima, dropping into second place for the first time since record-keeping began in 1959.

For many years, Kagoshima was ranked second in the production of “aracha,” steamed and dried tea leaves that have not yet been processed into finished products.

The prefecture muscled its way into the number one spot last year by producing 27,000 tons of aracha, 3 percent more than it did in 2023, according to farm ministry statistics released on Feb. 18.

Production in Shizuoka fell to 25,800 tons—a 5 percent drop from the year before.

“It is a great pity that our prefecture slipped to second place,” said Shizuoka Governor Yasutomo Suzuki. “We want to work hard with farmers to regain the top spot.”

This decline was mainly attributed to a mid-season production cutback to maintain prices.

Shizuoka’s first harvest was delayed by rain, which led to a drop in quality and prices. Farmers scaled back the second harvest to prevent further price decreases.

The first harvest produced 10,000 tons of aracha–940 tons more than in 2023–but the second produced 15,800 tons, 2,340 tons less.

Meanwhile, the growth of tea leaves remained stable in Kagoshima, farm ministry officials said.

According to the ministry, tea-growing areas in Shizuoka have shrunk 30 percent over the past 10 years or so, while those in Kagoshima have dropped only 5 percent.

Shizuoka prefectural officials cited two factors that make mechanization difficult in the prefecture.

About 60 percent of tea farmers operate on small fields of 1.5 hectares or less and mainly in mountainous areas and on plateaus.

A man who established an agricultural corporation in Shizuoka city more than 20 years ago said it was predictable that the prefecture would eventually surrender its top spot.

He explained that many farmers have stopped growing tea due to a shortage of successors and other key workers.

“It’s unfortunate because Shizuoka Prefecture has billed itself as Japan’s number one in the tea world,” said Norihisa Ito, the executive director of the Chamber of Tea Association of Shizuoka Prefecture, an industry group.

“We will accept the outcome and work with the prefecture and other parties to boost the appeal of Shizuoka tea,” Ito said.

Shizuoka Prefecture plans to focus on exports as the domestic green tea market has been shrinking.

In its draft budget for fiscal 2025, the prefectural government allocated about 450 million yen ($3 million) for tea-related programs, including 220 million yen for bolstering exports.

“It is necessary to expand business to cater to growing overseas demand,” Suzuki said.

One priority will be stepping up the production of “tencha,” tea leaves used for producing matcha, powdered tea, which has been growing in popularity outside Japan.

(This article was written by Yoshiko Aoyama and Miho Tanaka.)

Sakara is going back to the basics.

The wellness brand is launching Sakara Supplements, a line of four ingestible products for consumers’ top wellness concerns. The collection includes lemon verbena-mint-flavored Daily Elixir Liquid Multivitamin, $75, packed with essential vitamins and minerals; wild blueberry-lemon-flavored cellular health-supporting Cell Reset Liquid Fulvic Acid, $40, which promotes nutrient absorption; adaptogen- and tart cherry-infused Night Service Sleep Support Capsule, $55, for restful sleep, and pomegranate-flavored Metabolism Bite Thermogenic Gummy, $60, to boost metabolic health and curb cravings.

The goal with the collection is to reach more people with user-friendly products. According to industry sources, the Sakara Supplements line could reach $15 million in retail sales in 2025.

While supplements aren’t new to Sakara’s assortment, the simplified approach is a fresher and intentional path for the brand, spearheaded by chief executive officer Henry Davis, who joined the team last year.

“[The question was] how do we make this a brand that’s easy for people to engage with and [how do we make] products that they want to use and incorporate into their life daily,” said Davis. “There’s such an opportunity in this space for us to move into high-quality, prestige supplements territory and focus on building up from the legacy of the brand.” 

With its meals and current supplement assortment, Sakara has been reaching the committed wellness junkie, but this line aims to reach those who might be short on time or are just looking for a simpler approach.

“Whitney [Tingle, Sakara cofounder] and I are so deep in this world, we’ll add 17 things to our day and not even think about it, but I think that’s a lot to ask of most consumers,” said Sakara cofounder Danielle DuBoise. “A lot of this was to fit it into your lifestyle, and then take out all the noise.” 

The products come in four formats to help customers avoid fatigue. They are designed to look more like a beauty product than a supplement so they can be displayed on a counter or vanity. Lastly, they target key concerns that come up most: daily nutrition, weight loss and cravings management, sleep and cellular function.

When asked about whether fan-favorite Sakara skus like Complete Probiotic Formula, $46, will go away, Davis said: “There’s no reason to take those away.…We are also obviously always thinking about making sure that everything we put out there is highly relevant to our clients, and we will evolve over time.”

While the brand started out with its nutritious meals, which are still a focus for Sakara, expanding supplements is a strategic move, per Davis.

“The vast majority of the customers sort of do all of it at some point,” he said of the supplements and food offering. “We have the opportunity with supplements to be a constant in their life.”

According to Davis, this new range in particular poses a significant opportunity for growth going forward.

“We are continuing to focus on sustainable, profitable growth post-COVID, with exciting momentum in key areas, especially supplements. When we asked our clients the innovation they wanted to see from Sakara, over 90 percent said they wanted us to innovate in the supplements space, so we delivered,” he said. “We’re not just adding to the category. We’re breaking its norms, which is essential in a crowded landscape. Our latest launches bring the highest quality, most efficacious ingredients in innovative and elevated formats. These products are designed to seamlessly fit into our existing clients’ routines, while also creating opportunities to attract new customers.” 

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The segments covered in Magnesium Lactate Market report are based on Type, Application, and End-Use.

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