Kimino Fruit is a small family farm in Wakayama Prefecture that specializes in citrus fruit like mandarin oranges, hassaku, and lemons. They want urban consumers to experience the taste of eating a piece of fruit fresh from the branch, so they focus on direct online sales. The freshest fruits are picked and sorted by hand and sent directly to customers. Kimino Fruit also focuses on building healthy soil and reducing waste. They are introducing new specialty products, like numbered edition bottles of hassaku juice, to maximize the value of traditional Japanese crops. The young family behind Kimino Fruit moved from Tokyo to the rural town of Kimino to look after the farm. The farmers in the area are getting older, and abandoned farmland, lost heritage and skills, and depopulation are becoming serious issues. Kimino Fruit is contributing to the revitalization of the community, supporting other local enterprises, and participating in an initiative to revive traditional Japanese rice terraces in the area.