A new scheme in Japan is installing allotments on the top of train stations, allowing commuters to garden while they wait.

The Soradofarm scheme has installed five farms at different locations across Japan’s rail network. The largest measures 161 square meters. Members can sign up for ¥100,440 (US$978) per year for a 3 square metre plot, as well as any necessary tools and equipment.

How does your garden grow?

Consumers the world over are becoming more interested in getting their hands dirty as uptake grows in the DIY and gardening sectors.

At the same time, as more people move into cities, public – rather than private – transport becomes a more viable way for citizens to get around. Indeed, according to Mintel’s Global Market Navigator, the number of new car registrations in Japan has dropped from 4.6 million in 2006 to 4.1 million in 2013.

Soradofarm speaks to both these issues. It provides the growing number of people traveling by rail with a productive way to make use of any spare time they have while waiting for the next train. The location is also sure to appeal to time-pressed consumers as it is already on one of their regular routes. This isn’t the first example we’ve seen of commuters being targeted.

Brands and businesses would do well to follow suit. Integrating their products and services into the lives of consumers and providing people with entertainment when they’re on the go will surely appeal.

Personal Care Market

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