Fruit Funding is a new general company established by Yuichiro Ogura, the fourth generation owner of Kanezen, a farming family that has been in business for over 100 years. As part of his life's work of environmental education, Ogura has established a new cycle of company that connects the agricultural division of Kanezen with cog-lab, a cram school that provides learning opportunities for children by allocating a portion of its fruit sales to educational activities, and the local tourism business Jiteko, which is currently attracting attention. The company's philosophy is "LEAVE BETTER OPTIONS.", which means "leaving better options for the next generation." As a system that combines education and agriculture, the company's motto is "Good for agriculture, good for the brain." The background to this initiative is the environment and experiences Ogura grew up in, and the knowledge he has cultivated as a researcher and educator. Ogura studied at graduate schools in Japan and abroad, and obtained two master's degrees in conservation genetics for endangered species and developmental support education. He also says that he grew up in an environment without television as a child, and spent most of his time playing in the nearby nature. "Until construction on the bank of a nearby river began, I used to catch freshwater crabs and play there," Ogura says. Even as a child, he was shocked when he stopped seeing crabs after the construction. These childhood memories were what led him to become a researcher, and they also seem to underlie his current philosophy.