BRING FARMERS TO THE TABLE

Behind every dish on our menu are farmers, producers, and artisans who pour their lives into the land, the animals, and the ingredients that nourish us. 

Yet in our fast-paced world, the distance between those who grow our food and those who eat it has never been greater. 

That is why we continue to launch initiatives and campaigns that build meaningful connections with the producers who make our food possible.

TOUR 4P’s 

We continued hosting with TOUR 4P’s—a series of immersive experiences designed not only to connect our guests directly with the people behind our ingredients, but to build the kind of deep partnerships that can only grow when we take the time to truly know one another. Through these tours, guests witness circular agriculture in action reflecting on the interconnected relationship between people, animals, food, and the environment.

SOU FARM – Ogawa-machi, Saitama (April and September, 2025) 

At SOU FARM in Ogawa-machi, our guests stepped into the rhythms of natural farming guided by farmer Mr. Yanagida, who practices no-till agriculture where seeds are saved from grown vegetables and replanted—producing deep, resilient flavors born from nature’s own rhythm. The experience included a soil workshop where participants created earthenware using clay from the fields, hands-on harvesting of naturally grown vegetables, and a Zen eating experience featuring SOU FARM holy basil and barnyard powder. The day concluded with a visit to mart.ogawa and KIKI WINE CLUB, curators of the natural wine list at Pizza 4P’s Tokyo, for a guided tasting and dinner.

Sea Vegetables – Nishi-Izu, Shizuoka (October, 2025)

Our guests discovered the hidden world of seaweed—a cornerstone of marine ecosystems and a growing part of our menu. The journey began at the Sea Vegetable Lab, where guests observed seaweed seedling cultivation, followed by a tour of onshore and offshore farming areas by boat. The experience included a tasting of new menu items developed in collaboration with Pizza 4P’s and a seaside toast featuring seaweed pizza and original drinks.

Sudo Farm – Tateyama, Chiba (November 2025) 

At Sudo Farm in Tateyama—rooted in the belief that “a farm that makes cows happy” produces better milk—guests witnessed dairy farming with animal welfare at its heart. Cows roamed freely in open pastures, living in ways that feel natural to them, free from the pressures of mass production. The experience included a pasture tour and hands-on cow feeding, milk tasting comparisons, a visit to the new Pizza 4P’s cheese factory next to the farm, and a mozzarella-making workshop using fresh milk. The day ended with a pizza party featuring cheese crafted by guests’ own hands, paired with original whey-based drinks.

“Letter to our farmers” campaign.  

On Earth Day 2025, we created “Letters to the Farm” — a bridge of gratitude between our guests and the farmers who grow our food.

Starting with Sokfarm: A Story of Regeneration

We began this project with Sokfarm, our supplier  in Trà Vinh who supplies the regenerative coconut nectar featured in our seasonal menu. 

Founded by Mrs. Thach Thi Chal Thi and Mr. Pham Dinh Ngai, Sokfarm is more than a supplier. They are a family of farmers who chose a harder, wiser path: turning away from chemical dependency to revive their ancestral lands through regenerative agriculture. They work with the local Khmer community, coaxing pure, golden nectar from coconut blossoms using methods that restore the soil and build resilience against saltwater intrusion.

The Day Gratitude Arrived

When we carried the first letters from our guests to Sokfarm, something beautiful happened. We watched faces light up as they read simple, heartfelt words:

“Thank you for making such delicious, natural coconut nectar.”

“Thank you for keeping traditions alive so we can taste real flavor.”

In that moment, simple words built a bridge between city and countryside, between strangers connected by food and care. People who usually stay behind the scenes found new joy in their work.

A Growing Circle of Thanks

What started with Sokfarm now extends to all the farmers who bring food to our tables. From April 22nd to the present, we have collected and delivered over 300 letters from customers to our farmers. 

If you visit our Pizza 4P’s Hai Ba Trung restaurant, look for the “Message of Gratitude” box by the entrance. Write a few words from your heart. We promise every letter reaches the farmers who make your meal possible.

Because every dish we serve carries a farmer’s story—of harmony with nature, strength in hard times, and the quiet courage of people who care for the land with love.