#Japan #Tokyo #JR East #Sustainable Fair #Gourmet Events

Upcoming Sustainable Fair: 'Guru Guru, Tsumageru'

From March 2026, the JR East Cross Station Development Company will be hosting a sustainable fair titled 'Guru Guru, Tsumageru' across several of its commercial facilities, including the popular 'Ecute' locations in Akihabara, Shibuya, and more. This initiative aims to blend delectable dining experiences with vital lessons on sustainability, engaging the public in a dialogue about making positive food choices that benefit the environment.

The first phase of the fair, dubbed 'Oishii Megumi' ('Delicious Blessings'), will run from March 2 to March 29, 2026, featuring a gourmet food festival that showcases over 30 varieties of sustainable menu offerings made from ingredients typically overlooked in the food supply chain.

The fair will focus on ingredients like surplus bread, older poultry post-egg-laying, spent grain from beer production, misshapen fruits, and coffee grounds, turning what would usually be discarded into delightful culinary creations. As a result, each dish served at this event will not only satisfy the palate but also raise awareness of the importance of reducing food waste and making environmentally friendly choices.

Phase Two: 'Tanoshii Hagukumi' Workshops

Following the gourmet event, from April 29 to May 6, 2026, the fair will feature workshops designed to provide hands-on experiences with these sustainable practices. Attendees will explore the origins of the ingredients used and gain insights into the innovative processes that transform these often-neglected products into delicious meals. By engaging in both tasting and learning activities, customers can appreciate the true value of sustainable eating and further their understanding of how their choices impact the planet.

In-depth Focus on Key Ingredients

Surplus Bread: A Tasty Transformation

At the frontlines of this sustainability initiative is Truffle mini, located in Ecute Shinbashi. Each month, thousands of surplus bread loaves, great for consumption but leftover from sales, are repurposed into chicken feed. This simple act not only keeps good food out of landfills but also results in healthier, tastier eggs that fuel a cycle of sustainability. The bread, brimming with essential nutrients, contributes to producing delicious eggs that are then utilized in a range of innovative dishes at the fair.

Older Poultry: Unlocking Hidden Flavor

Meanwhile, at the Runmei Shasu Sweets Factory in Ecute Akihabara, chefs are working to bring attention to older hens, often considered too tough for common culinary use. Instead of discarding these birds, the chefs are focusing on methods to highlight their rich flavors. Recognizing the unique taste profile of these ingredients, they aim to create new and exciting dishes that change perceptions about utilizing what is often overlooked.

Spent Grain: The Circle of Brewing and Baking

At TOKYO ALEWORKS STATION TAPROOM in Ecute Yurakucho, the byproducts of the brewing process are being ingeniously incorporated into bread and returned to the brewing cycle. Approximately 250 kg of spent grain is produced for every 500L of beer, which would usually be thrown away. Instead, these grains are kneaded into bread dough, forming a continuous loop of production that makes the most of every ingredient involved.

Misshapen Persimmons: From Waste to Wonder

Horiuchi Fruit Garden’s offerings at Ecute Shibuya emphasize the potential of misshapen persimmons, often discarded solely because of their look despite being perfectly good to eat. With around 40% of what's grown being deemed unmarketable due to superficial flaws, this initiative helps to combat waste while turning these fruits into vibrant menu items.

Coffee Grounds: Crafting New Experiences

Not to be missed is the innovative approach by Sarutahiko Coffee at Ecute Ochanomizu and Harajuku Station, where coffee grounds, usually slated for disposal, are transformed into a unique coffee-infused gin. This creative twist not only underscores sustainability but also introduces customers to a new drinking experience they won't want to miss.

Commitment to Sustainability

With this fair, JR East Cross Station Development Company aims to demonstrate that enjoying flavorful cuisine and being conscious about environmental impact can indeed go hand in hand. By encouraging the community to think about their food choices in a more sustainable way, the initiative aspires to foster richer experiences that resonate with social responsibility.

This initiative is not just a fair but rather a collective movement towards better environmental practices within the culinary sector. The company invites everyone to participate and appreciate how simple actions can contribute to sustainable futures. For more information, please check the official website.