Creating new ways to enjoy rice and developing new local products for the town. In conjunction with the opening of the roadside station, we will be selling processed rice flour products made from Nanatsuboshi from Tsukigata Town.
*Red Horse Corporation Co., Ltd.*
Press release: September 9, 2024
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Creating new ways to enjoy rice and developing new local products for the town. In conjunction with the opening of the roadside station, we will be selling processed rice flour products made from Nanatsuboshi from Tsukigata Town.
*~Second project to support rice farmers who are struggling with a shift away from rice: Processed rice flour concept~*
* Red Horse Corporation Co., Ltd. (Headquarters: Sumida-ku, Tokyo, President and Executive Officer: Kensuke Yamada, below) whose core business is regional revitalization
As a new initiative, our company has started developing new local products across the country. *
*
The products we have developed this time are 5 types of processed rice flour products made using Nanatsuboshi, a branded rice grown in Tsukigata Town, Hokkaido. In conjunction with the opening of the roadside station “275 (Ninanago) Tsukigata” on Sunday, September 1st, we have started selling three types in advance. *
* At our company, we work together with local governments and local businesses to develop new local products, with the hope that “product development will be an opportunity to revitalize the region.” *
* The second project to support rice farmers who are struggling with abandonment of rice, “Rice Flour Processed Products Concept”. * While conducting interviews with local governments and businesses across the country, we received many requests for the development of processed products using rice. Annual rice consumption in 2022 will be 50.9 per capita
kg, which is less than half of its peak in 1962 (118.3 kg) (see the Food Supply and Demand Table published by the Ministry of Agriculture, Forestry and Fisheries), and the shift away from rice is serious. It is said that this year’s rice shortage is partly due to this, and rice farmers continue to suffer.
In response to this request, our company has been in contact with a number of rice processing companies as potential partners while conducting various studies and studies on how to utilize rice. We have also launched the “Fresh Rice Bread Initiative” as the first project to support rice farmers, and the “Rice Flour Processed Products Initiative” as the second project, and are actively working on them. Through these efforts, we hope to support rice farmers by proposing new ways to eat rice and communicating the appeal of rice that has never been seen before, leading to a rediscovery of the value of rice.
* Using products from Tsukigata Town, we develop products unique to Tsukigata Town that are loved both within and outside the region, from an “outside” perspective. *
Product development in Tsukigata Town started with the desire of our company’s Tsukigata Town staff to “create new products using Tsukigata Town’s special products and contribute to the town.” Tsukigata Town renovated the townspeople’s recreation center and other facilities, aiming to be registered as a “Roadside Station” as a tourist hub that would energize the town.*¹ When the store opened, we were asked for advice on developing products to display at the roadside station.
With the cooperation of JA Tsukigata Town, we planned to develop products that utilize the town’s specialties, such as rice, tomatoes, and pumpkins. Among these, as part of the “Rice Flour Processed Product Concept” which is already being rolled out nationwide, we are developing a processed rice flour product using “Nanatsuboshi” branded rice from Tsukigata Town, which will be ready in time for the opening of the roadside station. We took the lead in product development.
At a product tasting event held in July, exhibitors had the chance to sample the products, including the town mayor, members of the town hall, and local people exhibiting the products, and were encouraged to try new ways to enjoy rice with its natural sweetness and chewy texture. , received favorable reviews. As a result, it has been decided that sales will begin when the store opens on Sunday, September 1st.
We will continue to develop the second and third products in time for the tomato and pumpkin harvest seasons. We will proceed with the registration of eligible products as hometown tax return gifts for Tsukigata Town, and will also develop sales channels such as sales offices in the town.
* [Product item] *
* Nanatsuboshi rice flour round bread from Tsukigata Town *: The moderate sweetness of Nanatsuboshi goes well not only with jam, but also with Japanese-style ingredients such as seaweed tsukudani. *Nanatsuboshi rice flour chiffon cake from Tsukigata Town*: A new type of sweet with a fluffy texture that is full of air and the natural sweetness of rice.
*Rice flour canelé made with Nanatsuboshi from Tsukigata Town*: Crunchy on the outside, moist like pudding on the inside, and the subtle flavor of Nanatsuboshi is exquisite.
* Galette (plain) made with Nanatsuboshi from Tsukigata Town * *²: A baked confectionery with a crispy texture and a perfect balance of butter and rice flavors. Gluten free.
* Nanatsuboshi rice flour bagel from Tsukigata Town *
*²: Crispy on the outside and chewy on the inside, with a bouncy texture. Because you can feel the natural flavor of rice, it goes perfectly with sweet jam or Japanese-style ingredients.
*¹: On Wednesday, August 7, 2024, the roadside station “275 Tsukigata” was officially registered in the 61st registration under the “Roadside Station” system established in 1993 by the Ministry of Land, Infrastructure, Transport and Tourism. It was done.
*²: Galette (plain) made with Nanatsuboshi from Tsukigata Town and rice flour bagel made with Nanatsuboshi from Tsukigata Town will be on sale at the end of September.
* [Comment from our person in charge of Tsukigata Town] *
Tsukigata Town Mayor Ryuichi Uesaka and our company representative in front of the roadside station “275 Tsukigata”
This time, we are pleased to be able to use Tsukigata Town’s main product, rice, as the first product, and commercialize it at the same time as the roadside station opens. Some of our products will also be sold through hometown tax donations, so we hope to be able to deliver the taste of Tsukigata to as many people as possible.
* We listen to the voices of local governments and businesses and develop new products co-created with them. *
In addition to providing support for hometown tax donations, our company launched a product development department in January of this year to carry out product development that takes advantage of local characteristics and solves problems.
Our company not only develops new local products that make use of local resources, but also coordinates regional characteristics and branding the region, in line with the situation of each local government and the challenges faced by businesses across the country. The products we develop are manufactured using raw materials from local producers, and we create stories unique to the region by collaborating with products from local businesses, helping to revitalize the business activities of businesses. We support regional branding. In addition to providing return gifts for hometown tax payments, we also support the development of new sales channels. We will comprehensively promote the “story” and “product”.
Product development that involves local people and products, and working together with the local community to create products that remind people of the local area, will motivate local people, which will lead to an increase in the number of producers, and as a result, will lead to an increase in local food. I believe this will also lead to preserving culture. Our team members, led by Tatsuya Kudo, General Manager of the Product Development Department, are proudly working to develop new local products that will bring excitement to the town and energize it. Currently, we are developing over 50 products in over 20 local governments nationwide.
* [Red Horse Corporation Co., Ltd.] *
Head Office: KOKUGIKAN FRONT BUILDING 2nd floor, 1-10-5 Yokoami, Sumida-ku, Tokyo 130-0015
Established: March 1964
Representative: President and Executive Officer Kensuke Yamada Business content: Local industry support and revitalization business, consumer business
URL: https://www.redhorse.co.jp/
* [Contact information regarding this press release] *
Person in charge: Mihara
Phone number: 03-6402-7614
E-mail: service-info@redhorse.co.jp