You've heard of endangered animals, but what about endangered vegetables? Sadly, in 2026, it's a stark reality unfolding in fields across Japan and beyond.
The UN's Food and Agriculture Organisation estimates the world has lost around 75% of its food crop diversity over the past century. Rising temperatures and erratic rainfall are making land unsuitable for delicate heirlooms, pushing farmers toward hardier, but far less diverse alternatives.
In Japan, centuries-old vegetables that have shaped the country’s food culture and have been grown by generations of farmers are vanishing from fields across the country. Droga5 Tokyo, part of Accenture Song, set out to change that by defining them as 'Endangered Vegetables.'
Partnering with Sumitomo Metal Mining Co., Ltd. and its innovative Solamet technology, together, they've launched the '(Un)dangered Vegetables' initiative, a purpose-driven program to sustain heirloom cultivation nationwide, spotlighting treasures like the Mikekado Pumpkin, recognised as Japan's oldest pumpkin variety.
Solamet is already used to shield car windows and
buildings from heat, can now protect these vulnerable crops. Deployed in
agricultural shading nets, it selectively blocks near-infrared heat while
allowing vital light through, enabling traditional varieties to thrive amid
extreme temperatures. Meanwhile, satellite data maps ideal growing spots across Japan for
new farmers. The initiative also preserves rare vegetables
through education and community outreach. By partnering with schools, selling
at local markets, and providing food for children, Sumitomo ensures these
traditional crops become a lasting part of Japanese culture again.
An English-language website has also been launched that shares the full story with global audiences for the first time.
"Through our collaboration with Sumitomo Metal Mining, we have worked to expand Solamet's potential beyond its industrial origins, demonstrating how the same material protecting a building from heat can protect a centuries-old pumpkin variety from a warming climate," says Masaya Asai, chief creative officer, Droga5 Tokyo and Accenture Song in Japan. "Technology and creativity, applied together, can preserve what we are at risk of losing."
Campaign's take: It’s confronting to see centuries-old vegetables edging towards extinction, and the idea of repurposing heat-blocking technology into shading nets is undeniably inventive. The effort to bring these crops back into everyday life via schools, markets and community programmes adds cultural relevance that many purpose-led campaigns lack. The bigger question is scale. Reliance on proprietary technology raises doubts about accessibility for smallholder farmers, making it difficult to assess whether this is a viable path to systemic change—or ultimately a well-crafted, symbolic intervention.
Source: Campaign Asia
