Thanonchai Sornsriwichai
Background: TV commercial director
Published on October 21, 2007
Reading: “The OneStraw Revolution” by Masanobu Fukuoka
“This book introduces the idea of natural farming, a method that uses
no fertiliser, chemicals or machines. After 30 years of trial and
tribulation, Fukuoka has found that his method of natural farming
yields a bigger harvest than expected. It’s a farming method that could
cause Japan’s major fertiliserproducing conglomerates to collapse,
because people would think that fertilisers are no longer useful. As a
result, Fukuoka has been dubbed the god of Japan’s agriculture. He says
the best way to manage his farm is to do nothing, not add anything to
it. But it’s clear that his soil management techniques are simple and
clever. The result is the kind of sustainable agriculture that does no
harm to the environment. Above all, the book offers an engaging
discussion of what development should be like. The author’s philosophy
is that development is all about removing unnecessary elements, not
adding them. I’m so touched by his wisdom that I’ve applied his
development philosophy to my commercial work.”