Yokohama FC is taking a unique approach to player development with its annual sale of locally grown rice. The J-League first-division club has launched its "Yokohama FC Support Rice" initiative, where 10% of the proceeds go directly to funding the club's player development programs.
From Pitch to Paddy Field: Players Get Involved
Players from the Yokohama-based club actively participate in the rice planting and harvesting process, fostering a connection between the team and the local community. This year, young players like defender Jui Hata and midfielder Takanari Endo lent a hand in the rice planting, learning firsthand about the process under the guidance of local farmers.
"I would be happy if our activities could help people get to know the Yokohama rice," said 18-year-old Jui Hata, highlighting the community engagement aspect of the project.
Support Rice Project: A Growing Success
The support rice project was first launched in 2021 in collaboration with rice wholesaler Mitsuhashi Inc. Initially, 300-gram Yokohama FC rice packs were sold at the stadium. Now, a 5-kilogram bag is available online for 6,000 yen (approximately $41), offering fans a way to support the club while enjoying locally sourced rice.
Rice & Performance: A Winning Combination
Midfielder Takanari Endo, a self-proclaimed rice enthusiast, emphasized the importance of rice for players. "Meals are important for players. I eat a lot before each match," he said, highlighting the nutritional benefits of rice for athletes.
Looking Ahead: New Season, New Rice
With the J-League moving the start of its season from February to August next year, the club aims to make fresh rice available for sale in December. Keiichiro Yamabe, head of Mitsuhashi's public relations, expressed hope for a rise in both rice production and Yokohama FC's performance. "For better or worse, rice has been a main topic of daily conversation now. Local production for local consumption is drawing a lot of attention," Yamabe added.
Yokohama FC's innovative approach showcases how sports clubs can engage with their community and support their development programs in sustainable and meaningful ways.