To provide a UV absorbing agent derived from a natural product which causes no environmental pollution, is highly safe to human and vegetables, is excellent in light resistance, and effectively absorbs UVB but has no absorption maximum at a wavelength region of 400-700nm, and to provide a cultivating method using the agent to effectively protect vegetables from UVB exposure.

There are provided a UV absorbing agent of which effective component is an extract extracted with water from the powdered fruit of one or more plants selected from plants of genus Vaccinium of family Ericaceae and plants of genus Vitis of family Vitaceae, and a cultivation method including a step of spraying or applying a solution of the UV absorbing agent onto the surface of the vegetables.