Horiuchi Fruit Farm in Gojo, Nara, will open its first directly operated store, "Horiuchi Fruit Farm" (23 Tsunoburi-cho, Nara City, Nara Prefecture), on June 24th.

First established in 1903, Horiuchi Fruit Farm is now run by the sixth generation and specializes in cultivating fruit in the vast mountains of Yoshino, Nara. Based on the concept of "happy fruit," the farm not only cultivates fruit but also offers domestically grown, fully ripe, additive-free dried fruit, jams, syrups, and more.

The new store, opened with the support of Nakagawa Masashichi Shoten, is located on Sanjo Street, a main street in downtown Nara that attracts many domestic and international tourists. The casual stand-style store, known as "a place to enjoy fruit suggested by farmers," will offer smoothies, fruit sandwiches, and "fruit deli sandwiches" made with plenty of fresh, ripe fruit delivered directly from the farm.