Toward a society where all industries take care of the soil

With the participation of companies from Italy, Japan and Germany, JINOWA is an international consortium aiming to work hard on decarbonization and ecosystem restoration through the production of “healthy soil”.

We know that during 2020, when both business and daily life activities were severely stagnant due to the spread of the Corona virus, the world saw only an annual 7% reduction in carbon dioxide.

More than buying solar panels, quitting plastic, or buying electric cars, we need a drastic change toward the restoration of the environment and the ecosystem, a shared issue for all the Earth. 

The best decarbonation mechanism is to take advantage of the natural carbon cycle, and of the fact that healthy and fertile soil has the ability to absorb and store the carbon dioxide present in the atmosphere. At the same time, it is known that the fertility of soil increases as higher is the content of carbon in it. 

Soil health is closely connected to plants, people and all life forms, and taking care of the soil also contributes significantly to people’s well-being.

We believe that eliminating all industrial waste and shifting to a system aimed to “take care of the soil” will be a great solution to restore not only the global environment, but also also all ecosystems, including humans.

Founder’s message

The three circles in JINOWA’s logo represent the Earth, the Knowledge, and the Thousand of People, thus symbolizing the ideal of an industrial system rooted in human beings and territories all connected in one ecosystem, making the land good soil, not a receptacle for waste disposal. It was named with the intention of connecting business around the world within a returning cycle.

In our modern society, the practice of returning to the soil the tools and the building materials we use in our daily lives has been long forgotten.

Nowadays, it is often thought that sustainability means to produce and built with strong and resistant materials, such as concrete and stone, in order to use them for a long time.

However, the Japanese people have created a complete lifestyle of clothing, food and buildings made with natural materials, such as soil and woods, which are perishable and easy to compost, thus nurturing a wide variety of cultures while taking proper care. And by returning to the wisdom of periodic maintenance and rebuilding while returning materials to the soil, they live creating the new without damaging the nature.

It is said that Japanese deities like the word “tokowaka”, which could be translated as “always beautiful and youthful by repeatedly regenerating”.

For example, the famous Ise Imperial Shinto shrine, which is the center of Japanese Shinto religion and culture, is traditionally rebuilt every 20 years, showing the idea of valuing and respecting the life force dwelling in new things.

In fact, all the pottery used for the meals dedicated to the deities at Ise shrine is made of unglazed soil, and about 60,000 pieces of pottery are hand-made every year. Moreover, the practice of crushing earthenware used once, thus returning it to the soil, has continued for 1300 years.

Using natural materials in this way, creating new things every day and returning them to the soil has then become a common habit in daily life, a practice of harmony and coexistence with nature, and with the world that is about to come.

We would like to spread this ideal of a circularly returning society model originated in Japan, for the restoration and recovery of the environment and ecosystem, which all the world should aim for in the future.

Setting sails from Venice, Italy, at JINOWA we aim for the world.

JINOWA Founder
President and chief executive officer
of GEN Japan Co., Ltd

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