Connecting Nurtured Sweet Potatoes with the Next Generation in Japan

Linked Nurturing and Safety for the Future Generation

In a significant initiative to connect the essence of nurturing local produce with the future of our children, Red Horse Corporation, headquartered in Sumida, Tokyo, has unveiled a new baby food product made from Miyagi Prefecture's sweet potatoes, known as "Beniharuka." This project aims to emphasize the importance of safe and nutritious food for infants, fostering their growth in a secure environment.

The idea for this baby food was born from a desire to provide children, both within the town and beyond, with safe products rooted in local agriculture. The sweet potatoes used in this product are carefully harvested by Kazunouen, a local producer in Ogawara Town. The embodiment of passion and dedication poured into these ingredients is intended to contribute to the healthy development of infants by offering them quality nutrition.

The launch of this product coincided with the Ogawara Autumn Festival held on October 19, where attendees were able to sample the new baby food and a concurrently developed sweet potato gelato. Following their successful showcase, both items were registered as offerings for the hometown tax return gift program starting on December 19.

A Collaborative Journey Towards Developing Baby Food

The journey began in April 2024 during a product development seminar led by the company's product development director, which Kazunouen participated in after starting their farming journey in 2023. The philosophy expressed by Kazunouen—"to deliver many vegetables and thus create many smiles"—resonated with Red Horse Corporation, urging the collaboration on product development focusing on Ogawara's brand sweet potato, Beniharuka.

Sweet potatoes are recognized for their high nutritional value, being rich in dietary fiber, Vitamin C, Vitamin A (beta-carotene), and potassium. Their easy digestibility makes them perfect for babies, offering gentle nourishment for their developing digestive systems. Given that Beniharuka sweet potatoes have a high sugar content and a naturally sweet flavor, the team sought to develop this baby food product to enhance the joy and smiles of future generations.

To introduce this product effectively, an initial trial distribution is planned for children visiting for health check-ups in Ogawara Town from January to March 2026. Through this approach, the aim is to make a positive impact on the healthy growth of babies both locally and beyond.

Introducing Premium Gelato Alongside Baby Food

Concurrently, Red Horse Corporation has developed a Beniharuka gelato, which quickly gained popularity among festival attendees. An interactive survey conducted during last year's festival identified this gelato as the product people most wanted to see made from Ogawara sweet potatoes. Following this enthusiastic response, development commenced in earnest.

When showcased at this year's festival, feedback was overwhelmingly positive, with many expressing that the gelato delivered a unique tasting experience with its rich sweetness and authentic sweet potato flavor, stating, "I've never tasted anything like this before!"

Availability and Future Plans

Both the baby food and gelato will be included as part of the hometown tax return gifts starting December 19, available for donation through multiple platforms including Rakuten Furusato Tax. Additionally, local sales points are planned at various locations including the "Tonton Hill Mochibuta-kan" and the "Direct Sales Market Ajiwai no Asa," making these offerings accessible to a broader audience.

As Red Horse Corporation continues to strengthen its collaboration with Ogawara Town, their commitment to revitalizing the community and enhancing regional agriculture remains steadfast. The initiatives aim to produce innovative products that serve both the local economy and the wellness of the community.

Product Details:

1. Ogawara Beniharuka Sweet Potato Paste
Net weight: 150g
Lovingly cultivated by Kazunouen, this sweet potato paste boasts a gentle sweetness and smooth texture, ideal for babies' first tastes.

2. Premium Gelato Made from Beniharuka
Net weight: 100ml
This rich gelato includes over 50% sweet potato paste, offering a decadent treat that captures the pure essence of sweet potatoes.

In the broader context, Red Horse Corporation's development strategy not only focuses on creating local products but also enhances brand recognition and distribution channels throughout Japan. By fostering collaboration with local producers and embedding their stories into products, Red Horse Corporation continues to play a vital role in community engagement and cultural preservation.