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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.
About our operating company
Genuine Education Network
Genuine Education Network (GEN) is an intercultural education provider and social innovation enterprise in Italy founded in 2014. GEN is dedicated to helping change makers understand the vital role of sustainability and regenerative development in the world. By empowering them to make meaningful impact, we aim to foster a brighter future for all. In 2023, Our program will deepen understanding of the importance of soil and microbiome for a thriving ecosystem. We are collaborating with JINOWA international consortium of experts, including chefs, architects, scientists, farmers, food producers, and social entrepreneurs. Join us as we endeavor to build a better tomorrow, rooted in a healthier, more just and sustainable planet.
Founder’s message
Yukako SAITO
Founder of Jinowa
CEO of GEN Japan CO.,LTD.
The three circles in JINOWA's logo represent the Earth, Knowledge, and People, symbolizing an industrial system that prioritizes human beings and their connection to the environment in a sustainable ecosystem. The name reflects the goal of connecting businesses worldwide in a circular cycle.
In contemporary society, the practice of returning materials to the soil has been forgotten. Sustainability is often equated with building strong and durable structures, such as concrete and stone. However, the Japanese have developed a lifestyle that incorporates natural, perishable materials such as soil and wood into clothing, food, and buildings. This approach not only nurtures diverse cultures but also promotes harmony with nature through the practice of periodic maintenance and rebuilding.
In Japan, the concept of "tokowaka" or constantly renewing beauty is valued, exemplified by the Ise Imperial Shinto shrine, which is rebuilt every 20 years. The pottery used in offerings at the shrine is made of unglazed soil and replaced annually. This practice of crushing earthenware and returning it to the soil has been in place for 1300 years.
Using natural materials in this way has become a common practice in daily life and is a symbol of coexistence with nature. JINOWA aims to spread this Japanese ideal of a circular society, in hopes of restoring the environment and ecosystem worldwide. Our journey begins in Venice, Italy, with the goal of impacting the world.
