New Seminar Aims to Expand Consumption of Rice Flour in Japan.

Addressing the Rising Demand for Rice Flour in Japan

In response to the increasing demand for rice flour, a newly established seminar titled "Understanding Regional Initiatives" aims to broaden consumption throughout Japan. This initiative is managed by the Rice and Rice Flour Consumption Expansion Promotion Project Office, known as the "Kome Ko Juku". The project encourages dialogue between milling companies, retailers, the restaurant sector, and consumers to bolster the presence of rice and rice flour in the market.

About the Seminar

The "Understanding Regional Initiatives" seminar focuses on establishing stable supply chains for raw materials and fostering cooperation between producers. It shares the voices and innovations from the ground up, aiming to provide useful insights for companies and organizations involved in developing rice flour products. This new endeavor intends to become a resource for businesses seeking to develop innovative products using rice flour.

The First Phase: AGRIKO's Rice Flour Production Expansion Initiative

As the seminar kicks off, three articles highlighting the "Rice Flour Production Expansion Initiative" led by AGRIKO Co., Ltd., represented by actress Ryoko Kobayashi, will be released starting November 4. In the first article, Kobayashi facilitates a discussion with rice farmers from the Nadate district in Joetsu City, Niigata Prefecture. The second article will feature a factory tour of the leading milling company, Naminata Co., Ltd., providing insight into milling technology and quality control processes. The final article will showcase the collaboration between Sanmarc Holdings and local producers, who have created a rice flour-based bread, "Pinsare," for a limited-time nationwide fair.

1. Discussions with Local Rice Producers
Roughly 20 rice producers participated in a meeting focused on identifying current trends in rice flour demand and market dynamics. The session highlighted the challenges faced by producers and the potential for stable income through contract farming. By sharing the producers' experiences and insights, the seminar sought to underscore the regional significance of rice flour production and pave the way for collaborative efforts moving forward.

For more details, please visit:
Understand Regional Initiatives: Meeting Announcement

2. Pioneer in Rice Flour Production: Naminata Co., Ltd. Factory Tour
The seminar included a factory visit to Naminata Co., Ltd., where producers, milling professionals, and restaurant operators convened for an insightful tour. Participants engaged with AGRIKO team members, local farmers, and representatives from Sanmarc Holdings, who are developing and marketing rice flour-based products. The factory tour emphasized Naminata’s stringent quality management practices and advanced milling technologies that bring rice flour to market.

For more details, please visit:
Understand Regional Initiatives: Factory Tour Overview

3. Launching the First Rice Flour Product by Sanmarc Holdings
Sanmarc Holdings unveiled a new product, "Pinsare," made from locally sourced rice flour from the Nadate district. This innovative product emerged from the insights gained during the seminar’s first meeting, where team members visited the region, interacting with farmers and engaging in the rice harvesting process. The initiative encapsulates the vision of delivering regional rice flour products to the national audience. It was announced that "Pinsare" will be featured in the upcoming nationwide gourmet fair scheduled for November 1-30, 2025, where it will be available at select stores.

For more details, please visit:
Understand Regional Initiatives: New Product Announcement

Joining the Kome Ko Juku Community

Kome Ko Juku is actively seeking new members who share the passion for promoting rice flour. This initiative invites business operators and organizations interested in incorporating rice flour into their offerings or those already involved to join its ranks. By offering unique products and recipes, and participating in workshops, members will collaborate to expand the potential of rice flour in Japan.

Membership Details:

- Fee: Free of charge
- Benefits: Access to member-exclusive newsletters, participation in seminar activities.
- Eligible Participants: Any business dealing with rice flour or organizations interested in exploring the rice flour sector.

For more information, please visit:
Join Kome Ko Juku

Membership Registration Form:
Register Here

About the Rice and Rice Flour Consumption Expansion Promotion Project

This project is part of the Ministry of Agriculture, Forestry and Fisheries’ efforts to boost rice and rice flour consumption amid rising food demands due to global population growth and other economic factors. The goal is to enhance the stability of food supply through promoting domestic consumption of rice and rice flour, underscoring the importance of food security in Japan.

About the Implementing Organization

Founded in 1996, Gurunavi, Inc. pioneered the concept of online restaurant information sites in Japan, influencing dining behaviors significantly. Now, with a mission to connect people through food, Gurunavi aims to enhance dining experiences further as a leading partner in the restaurant industry’s digital transformation.

Company Information: