Primo Global Holdings Co., Ltd. undertook nature conservation work in the mountain forests around Anmoyama Natural Park in Fujinomiya, Shizuoka Prefecture. This was a part of initiatives relating to SDGs in the Primo Ring Project, which is a company-wide CSR activity.

◆Background

Based on Primo Japan Holdings’ company philosophy of “Making Primo (the best) dreams into Primo (supreme) happiness,” and our wish to make the dreams of as many people as possible come true and for them to be happy, in 2009, we launched the Primo Ring Project, a company-wide CSR project through which we carry out various activities every year. Our company logo is derived from the Chinese character for “people” (人), and represents the importance of people in our business, the everlasting bond between them, and our mission of bringing the spirit of Japanese hospitality to the rest of the world. In order to express these concepts, the logo also suggests the iconic shape of Mt. Fuji—a symbol of Japan—reflected in the surface of a lake. Since 2013, together with the NPO Fujisan Club, we have been engaged in ongoing nature conservation work in the area around Mt. Fuji, and significantly, 2023 marks the tenth year since this work began.

◆Content

For this, our 10th year of conservation work, we put out a request for non-Primo Ring Project members to participate as volunteers, and assembled a team of 25 employees. In the morning, the participants collected a large amount of garbage from the foothills of Mt. Fuji, for example, drinks cans, plastics, and spray cans. They expressed their surprise when they saw coffee cans, glass, and so on, which had been discarded in the thick forest. Even though it was mid-May, the weather was summer-like, with temperatures reaching nearly 30°C. But as they sweated in the heat, the participants became absorbed in their work and ultimately managed to collect 80 kg of garbage.

In the afternoon, they felled dead trees, chopped firewood, and made shiitake mushroom logs as a part of efforts to conserve the undeveloped woodland. The participants were able to learn a lot while interacting with nature, for example by using saws, axes, and electric drills, which they rarely handle in their daily lives, and by working as a team to fell a tall tree. Going forward, Primo Global Holdings will continue to undertake these activities for conserving the beautiful environment of Mt. Fuji.