About Us

Our Mission

NBI wasabi is an agri-tech company dedicated to creating the future of sustainable agriculture. By fusing sociological insight with advanced technology, we produce wasabi of unparalleled quality and propose new forms of value to society.

Message from the Founder

Thank you for visiting NBI wasabi. We see wasabi not as a mere crop, but as a “medium” for proposing new value. On this page, I’d like to introduce the core philosophy of our business and the personal journey that became its source. I invite you to see the future that NBI is cultivating.

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Our Approach to Growth:

The Cycle of Expanded Reproduction

productivity = (space efficiency ↑ x area ↑ x unit price ↑) (time ↓ x man hours ↓ x cost ↓) (1)

NBI wasabi’s growth is driven by a cycle of expanded reproduction: a commitment to continually reinvesting our profits to enhance productivity.

As this formula illustrates, productivity is improved by minimizing costs and time (the denominator) while maximizing value (the numerator). For us, increasing “Value/Unit Price” is not merely a financial goal; it is a philosophical one, defined from a sociological perspective.

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Our Commitment:
The Four Pillars of Value

Our philosophy is not just an idea; it is a promise. We deliver on this promise through four core commitments that define every aspect of our operation.

Kyoto Quality:

Sourced from the pristine water and rich nature of Kyoto.

Proprietary Technology:

Powered by our advanced Fogponics and hybrid method.

Pesticide-Free:

Cultivated in a clean, isolated, and controlled environment.

Stable Year-Round Supply:

Consistent quality that is unaffected by the weather.

Our Key Partners

We believe in the power of collaboration. Our mission is supported by industry-leading partners who share our commitment to innovation and quality.

IKEUCHI CO., LTD. – Technology Partner for our advanced Fogponics nozzle system.

Deep Dive into Our Philosophy

The Origins of Our Philosophy:

Two Experiences Connected Between Hawaii and Kyoto

NBI’s commitment to “fair process” is rooted in two formative experiences from our founder’s own life.

The first experience took place while studying leadership theory at Kauai High School on the island of Kauai, Hawaii. One day, the teacher began to explain that there are two types of responsibility: “responsibility for outcomes” and “responsibility for process.”
For me, having grown up in Japan where “responsibility” was synonymous with “delivering results,” this explanation was a revelation. It meant that even if a desired outcome isn’t achieved, responsibility can still be fulfilled if the process leading to it was fair and executed with the utmost effort. It was the moment I first theoretically understood the multifaceted nature of responsibility.
This lesson remained at the core of my thinking.
The second experience occurred at the Faculty of Law in a Japanese university. In the very first class, the professor stated, “The ultimate goal of law is to realize justice, but there are two major schools of thought on justice: ‘Substantive Justice’ and ‘Procedural Justice’.”
The moment I heard this explanation—of Substantive Justice, which aims to achieve an absolute “rightness,” and Procedural Justice, which emphasizes the “fairness of the procedures” to reach a conclusion—my experience in Hawaii vividly overlapped in my mind.
It was then that the prototype for NBI’s core management philosophy was firmly born within me: it is a fair process that creates lasting trust and true value.
SHUJI MAEDA, Founder, PMP

The Philosophy Behind Our Name

The Origin of “Natural Blade International”

NBI stands for Natural Blade International. This name was born from the concept of “Elective Affinity,” which lies at the core of our business.
The central phrase, “Natural Blade,” holds two distinct meanings.

The Blade of Nature

The first meaning is the intrinsic value of wasabi itself. The intense, sharp flavor of wasabi, cultivated in pristine streams, can be described as a “sharp blade given to us by nature (Natural Blade).” It has the power to accentuate a dish’s taste and create a profound culinary impression.

The Blade of Intellect

The second meaning is our approach to management and technology.
In Japanese, a person who perceives the essence of things from a unique perspective and makes incisive decisions is described as “atama ga kireru,” which literally means “sharp-headed” or “sharp-witted.”
Our unique approach—grounding our management in sociological theory and forging the future with advanced technology—embodies this “blade of intellect.”

Combined by “Elective Affinity”

The “blade of nature” (wasabi) and the “blade of intellect” (our philosophy and technology).
NBI’s business is built upon the “Elective affinity” where these two forms of “sharpness,” existing in different dimensions, meet and are powerfully drawn to each other.
Finally, the “International” in our name expresses our determination to share this unique value, born here in Kyoto, Japan, with the world.
Natural Blade International — it is our promise to create the future of agriculture, where the blessings of nature and the intellect of humanity fuse in their highest form.

Our Methodology for Value Creation

At NBI, our approach to creating value is a deliberate process, deeply rooted in a sociological framework. We believe that a product’s true worth extends beyond its surface-level features. This is our method for building that deeper value.

Superstructure and Substructure

We view value in two layers:

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The Superstructure:

This is the surface-level, tangible value of our offerings. It includes the specifications of our wasabi, the details of our investment menus, and the price of our products.

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The Substructure:

This is the foundational layer that supports the superstructure. It consists of the core elements of our business: our unique philosophy, our advanced Fogponics technology, our commitment to procedural justice, and our connection to Kyoto’s natural environment.

True, lasting value is created not at the surface, but by building a robust and resonant substructure.

Value Creation Through “Elective Affinity”

Our methodology is a conscious process of tuning our substructure to resonate with values that are already recognized and respected in society. We call this “Value Creation Through Elective Affinity,” and it follows a four-step process:

This is not an untested theory. It is the same proven methodology our founder used to build a previous successful business that was later acquired. This approach is how we ensure our products are not merely sold, but are understood, valued, and integrated into the lives of our partners and customers.

Identify an Existing System:

We first identify another product, service, or institution that is already socially recognized and highly valued by our target audience.

Analyze Its Substructure:

We then investigate the foundational elements of that system. What are the core principles, technologies, or beliefs that give it value and social legitimacy?

Discover the Affinity:

We analyze the substructures of both our own offerings and the existing system to find a “Elective affinity”—a point of deep, fundamental resonance or a shared principle between them.

Tune for Value Creation:

Finally, we consciously adjust and articulate this affinity in our communication and product design. By linking our substructure to one that is already valued, we add a new, powerful layer of meaning and worth to our own offerings.

Our Founder’s Journey: From Social Justice to Sustainable Agriculture

The principles that guide NBI were not born in a field, but were forged through a long-standing commitment to applying deep sociological insights to create tangible value in society. This journey began in an entirely different domain: the Japanese justice system.

An Academic Awakening

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history suggested a difficult truth

While studying at the Faculty of Law at Doshisha University, our founder specialized in Criminal Policy. The conventional mission of this field is to understand why crime occurs and how to eliminate it. However, a look at history suggested a difficult truth: crime may be an indelible part of society.

A pivotal moment came while reading “Sociological Insight” by Randall Collins, which explained how crime can paradoxically help maintain social order, acting as “raw material” for the “social order factory.” This led to a profound insight: if crime is the raw material, then victims are an essential part of that material. This realization cemented a core belief: that victim support should be the supreme mission of criminal policy. This sociological perspective became the focus of the founder’s thesis.

From Theory to Practice

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Driven by the above mission, the founder launched a business as an Administrative Scrivener dedicated to victim support. This venture later evolved into a specialized medical investigation service for crime victims.

To build this new business, the founder drew inspiration from Peter L. Berger and Thomas Luckmann’s seminal work, “The Social Construction of Reality.” The book’s concepts—explaining how our reality is built through daily interactions—were not just studied, but actively applied. They were used as a blueprint to design a service that would provide profound value and become deeply integrated within the social fabric of the legal and medical communities.

The approach was a success. The service expanded from the administrative scrivener industry into the legal world, earning the trust of lawyers. The business was eventually acquired by a law firm, validating the power of applying sociological theory to create a valuable, socially-integrated enterprise.

A New Field, A Consistent Philosophy

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The founder brings this same unique methodology to NBI wasabi.

The field has changed from law to agriculture, but the core philosophy remains the same: to observe society, identify deep-seated needs, and build a system based on fair process and sociological insight that delivers unparalleled value. Just as with the previous venture, NBI is designed not just to sell a product, but to become a valuable, integrated part of a larger social and economic ecosystem.

Our Other Foundation: A Commitment to Fair Process

In our business, rather than pursuing a single “right” outcome (Substantive Justice), we hold the fair and just process of decision-making (Procedural Justice) as our most important value.

Just as societal values and the very definition of “justice” continuously evolve, we believe there is no single, absolute “correct answer” in business. That is why, more important than the result itself, is ensuring that the process to get there is transparent, fair, and agreeable to all involved. This is essential for building lasting relationships of trust.

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a certified PMP®

Our business operations are based on the principles of the PMBOK® Guide, the global standard for project management. Our founder is a certified PMP® (Project Management Professional) and applies its structured and fair process management methodologies to every decision-making scenario.

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MicroMasters in Sustainable Agribusiness Management

Furthermore, to specifically apply this philosophy to the future of agriculture, our founder completed the “Sustainable Agribusiness Management” course at Doane University’s College of Business. When learning the advanced marketing and strategic skills offered in this program, the founder consistently used the concepts of Luhmann’s sociology and procedural justice as a foundational substructure, aiming for an integration of sociology and business administration. This forms the core of NBI’s unique management style.

To navigate an unpredictable future and continuously adapt to change, we are committed to always finding the best possible solution at that moment, together with our stakeholders, through a consistently fair and transparent process.

Certified New Farmer, Kyoto

Certified New Farmer, Kyoto

We are proud to announce that we have been designated as a Certified New Farmer by the city of Kyoto. Passing the city’s review was a significant accomplishment for us. We are incredibly grateful for the support we are now receiving from Kyoto City, and we are filled with enthusiasm for the future of our farm.

Other Achievements

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