Savoring Noto to Support Its Recovery

On January 1, 2024, a massive earthquake of magnitude 7 struck the Noto Peninsula, causing devastating damage across the region. In September of the same year, torrential rains further ravaged the disaster area, making the road to recovery even more difficult.
Yet Noto remains a land of abundance—blessed with rich nature, bountiful harvests, and a culture that has long drawn travelers in search of authenticity. In collaboration with Peerto, Inc., TREASURES OF JAPAN has organized a special dining event to share the ongoing realities of Noto, which all too easily fade from public memory as the months pass. At its heart was a simple but powerful idea: that savoring Noto’s seasonal flavors with genuine delight could itself become an act of support for the region’s recovery.

The inaugural gathering welcomed Toshimitsu and Hiroko Taka, owners of NOTO Taka Farm in Notojima, Nanao City, Ishikawa Prefecture. From their red-soil fields, the couple cultivates seasonal organic vegetables that bring vivid color and depth to the table. This was the essence of “A Dining Event to Support Noto Through Food”—a celebration where the joy of eating beautifully prepared dishes transforms into solidarity with Noto’s resilience.

The vegetables of NOTO Taka Farm are cherished by Michelin-starred restaurants in Tokyo and esteemed establishments throughout Japan. Among the featured producers was Mr. Toshimitsu Taka, who, together with his wife Hiroko, entered farming as a bold new venture from entirely different professions. A native of Ishikawa, Takahashi first encountered agriculture while working as a site supervisor overseeing roadside stations (Michi-no-Eki) in Fukuoka. Hiroko, originally from Kagoshima and formerly employed at an advertising agency in Fukuoka, joined him on this journey. About 25 years ago, during a comprehensive agricultural training program on Noto Island, they were captivated by the allure of Noto’s distinctive red soil. That profound impression inspired the couple to devote themselves to cultivating organic vegetables, grown without the use of chemical fertilizers.
The January 2024 earthquake destroyed their home and workplace, while landslides and fissures scarred their 15-hectare (about 37-acre) farm. The September floods then submerged parts of their fields, washing away crops. Restoring irrigation and rebuilding farmland will take years. Yet despite such adversity, they continue to cultivate vegetables with sincerity and dedication, meeting orders from across Japan.