[Rokko Butter Co., Ltd.] Why can’t cheese substitute plant foods be called cheese? Opinion advertisement posted on November 11th, “Cheese Day”
Rokko Butter Co., Ltd. Press release: November 11, 2024 Why can’t cheese substitute plant foods be called cheese? Opinion advertisement posted on November 11th, “Cheese Day” Awareness of plant-based foods that are substitutes for cheese and the actual eating rate are still low.The opening of a cheese substitute food restaurant at the Osaka/Kansai Expo will further raise awareness and increase awareness among consumers. For an opportunity to eat it Rokko Butter Co., Ltd. (Headquarters: Kobe City, Hyogo Prefecture, President and CEO: Hiroyasu Tsukamoto) will run an opinion advertisement about “plant-based products that cannot be called cheese” in conjunction with Cheese Day on Monday, November 11th. Published in Kobe Shimbun.
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cheese-substitute plant-based foods.” The opinion is that it is too early. Based on this current situation and social background, Rokko Butter would like to further engage in activities to popularize “cheese substitute plant foods” to general consumers. In particular, we aim to “enhance the taste of cheese substitute plant foods to a level comparable to cheese” and “provide opportunities to eat cheese substitute plant foods and increase awareness and consumption rate.” We registered our product with the International Taste Review Organization and won the Excellent Taste Award, and decided to open an all-vegan cheese alternative restaurant supervised by a three-star chef at the Osaka/Kansai Expo. In preparation for Cheese Day on November 11th, we decided to publish a 30-page article in the Kobe Shimbun newspaper as the perfect time to report on the above activities and express our desire to think about the future of delicious cheese together with consumers. We have posted an opinion advertisement. In recent years, efforts have been made to reduce CO2 emissions in all industries around the world. The cheese industry is no exception, with various manufacturers around the world working to develop and release plant-based foods to replace cheese. In addition to such “food sustainability,” there is also a growing social demand for “food diversity” (increasing food choices), and plant-based foods are attracting attention as an effective countermeasure. This is the situation. However, there are still very few people who have actually seen the product at a store, or even purchased it and eaten it, and it remains a minor food item. It is true that “cheese substitute plant foods” are generally unfamiliar foods, and it cannot be denied that they are difficult to get into. However, we believe that it is our responsibility as a cheese manufacturer to add and popularize products that support “food sustainability and diversity” to cheese. And in order to popularize it, we first needed to get customers interested in it, in order to change their mindset that it is somehow difficult to get their hands on. To this end, this advertisement purposely made a splash with the provocative title, “About plant-based products that can’t be called cheese.” We hope that our customers will know that cheese substitute plant foods are products that will benefit them and their future. Once people try it, many people say, “This is good!” or “This is cheese, too!” and someday, they will accept it as “It’s just another type of cheese.” We aim to become like this. Finally, Rokko Butter would like to work to spread the use of plant-based cheese substitutes that are environmentally and diversity-friendly, so that we can continue to enjoy the delicious taste of natural and processed cheese in our society. Masu. Our opinion advertisement this time and the opening of our cheese alternative food restaurant at the Expo will help everyone deepen their understanding of cheese foods and “plant-based products that cannot be called cheese yet,” and we will continue to promote cheese culture. I hope this will give you a chance to continue enjoying it. About plant-based products that cannot be called cheese It is said that approximately 21 kg of CO2 is emitted to make 1 kg of cheese*¹. Now that the cheese industry must also work on decarbonization, we at QBB are trying out another option: “creating a plant-based cheese substitute.” It’s not just about making food, it’s about making food that everyone can truly enjoy. QBB, which has valued the quality of deliciousness above all else, was the first plant-based cheese food in Japan to receive the Excellent Taste Award from the International Taste and Judgment Organization this year. However, due to industry regulations, we still cannot call it cheese. However, with the power of deliciousness, we want everyone to recognize that “this is cheese too!” Furthermore, as foreigners are once again visiting Japan, the way we eat food that takes into account diversity is being questioned, so by making the deliciousness of cheese available to everyone, we aim to promote sustainability and diversity. I want to contribute to a food culture that is compatible with both. With this in mind, at the 2025 Osaka/Kansai Expo, we will open an all-vegan cheese alternative restaurant, QBB Koremoi Kitchen, which is both environmentally and people-friendly. Be sure to try it out at Expo’s restaurants to see if it tastes like cheese. Tomorrow, November 11th, is Cheese Day. * (*This newspaper advertisement was published in the Kobe Shimbun on November 10th)
https://prcdn.freetls.fastly.net/release_image/97662/53/97662-53-efb334758abdbd092fe2584c01022c0e-3000×1350.jpg *The image is for illustrative purposes only. “QBB This is a Good Kitchen” is a food court restaurant that offers futuristic standard menus made only with plant-based ingredients*². Even though it’s all plant-based*², it’s full of flavor, and you can enjoy the
melt-in-your-mouth deliciousness that only a cheese maker can offer. Because of its deliciousness, even people who have never had much experience with plant-based foods will be able to think, “This is good too!” We aim to become a starting point for the further spread and establishment of plant-based foods through our special taste. We hope to introduce a new plant-based food culture to the world from the Expo, which will be held in Osaka, the “city of foodies” that prides itself on its culture of valuing food as the most important thing.
https://prcdn.freetls.fastly.net/release_image/97662/53/97662-53-bab31fa6241405fc351646a70521d41f-3807×845.png ・Store name: “QBB This is also a good kitchen”
https://expo2025.qbb.co.jp ・Business period: April 13, 2025 (Sunday) – October 13, 2025 (Monday) ・Venue: Mirai Food and Culture Zone, Yumeshima Osaka Healthcare Pavilion, Osaka Q・B・B PLANT MADE(R) “Q・B・B PLANT MADE(R)” *³ used in the menu is a brand of environmentally friendly and sustainable plant-based cheese substitute food. With the slogan “Plant-based for cheese lovers,” even though it is made only from plant-based ingredients*², we are developing it with a focus on deliciousness to satisfy even cheese lovers. Additionally, this product was selected for the Excellence in Taste Award at the 2024 ITI (International Taste Institute). There are still very few plant-based foods that receive the Excellent Taste Award from this organization, which judges based on taste, and this is the first time in Japan that a cheese-like food has received this award. The brand’s first product, “P Shred,” has three features. 1. By using almonds, which are easily rich among plant-based ingredients, we reproduce the rich flavor of cheese. We also paid particular attention to the balance of fragrance. 2. It melts like cheese when heated. You can enjoy the gooey texture that will leave you feeling satisfied. 3. While reproducing the taste of cheese, you can feel the lightness of the aftertaste derived from plants.
https://prcdn.freetls.fastly.net/release_image/97662/53/97662-53-3087876d24a2243c94d59591910bdfcd-2085×2700.jpg Product name: P Shred 150g Contents: 150g Suggested retail price: Open price Best before period: 180 days OATSIDE OATSIDE, which is used in the drink and dessert menu, is an oat milk brand that uses carefully selected oats and has a reputation for its rich and fragrant taste. By using roasted oats and enzymatically treating them, we maximize the sweetness and aroma of the oats. This is a plant-based milk*⁴ that can be safely consumed by people with lactose intolerance.
https://prcdn.freetls.fastly.net/release_image/97662/53/97662-53-fece93365b5c7f21292b79cd999671fc-3900×3900.png Product name: Oat milk barista blend Contents: 1L Suggested retail price: Open price Best before period: 10 months after import *1 Source: OurWorldinData.org *2 Salt and flavor preparations are not derived from plants. However, it does not contain anything derived from animals. *3 What is QBB PLANT MADE?
https://www.qbb.co.jp/lp/plantmade *4 This is not milk or milk drinks.
https://prcdn.freetls.fastly.net/release_image/97662/53/97662-53-17c74845c9b3c0287191eb518d5b6c4b-3840×2560.jpg Company name: Rokko Butter Co., Ltd. Representative: Hirokazu Miyake, Representative Director and Chairman President and CEO Hiroyasu Tsukamoto Address: 1-3-13 Sakaguchi-dori, Chuo-ku, Kobe Established: December 13, 1948 Business details: Manufacture and sale of foods whose main ingredients are cheese and milk, as well as processed oil and fat foods. Sale of nuts, margarine, etc. TEL: 078-231-4681 (Representative) FAX: 078-231-4678 Official website:
https://www.qbb.co.jp/