Eatree Plates

Japan is a deeply-forested nation with about two-thirds of its land covered with trees. 40% of Japanese forests are artificially planted for industrial purposes and the business requires a process called “thinning”. However, the fall in market price driven by inexpensive imported wood as well as the declining number of forestry workers are limiting the thinning capacity, which is now gravely destroying the forest environment. Moreover, this issue has not attracted enough attention as it should for its importance. LIFULL, the leader of real estate information service in Japan, stepped up to address this wood-thinning challenge to create a better environment for the forestry industry and for the Earth. A sustainable full-course dinner of EATREE PLATES made of thinned wood ingredient. Invention of a new way to use wood material through one of the most familiar experiences for people – eating. We developed a full-course dinner course: 1. Worked with a forestry company to dry and grind the wood material and transformed it into a food ingredient. 2. Developed a full-course recipe with a Michelin-starred chef. 3. Launched a pop-up restaurant in the middle of a thinned-wood forest. The news was covered widely by national and overseas media. The special full-course dinner is now offered at LIFULL Table, a restaurant located in Tokyo which has become so popular with booking filled for a month ahead. The restaurant offers opportunities for more people to learn and think about this wood-thinning problem. Experiential advertisement created by LIFULL, Japan for LIFULL, within the category: Agency Self-Promo.