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Celebrating 30 Years of Tōmyō: A Culinary and Financial Lifesaver

As Murakami Farm, a leading provider of sprouted vegetables, reaches the remarkable milestone of 30 years since launching Tōmyō, we delve into its significance in both the culinary world and the company’s survival story. Founded in Hiroshima in 1978, Murakami Farm revolutionized the sprouted vegetable market and has since become the top producer of Tōmyō in Japan.

What Is Tōmyō?

Tōmyō, or pea shoots, are the tender shoots of green peas, known for their crisp texture and delicate pea flavor. This bright green vegetable is cultivated in plant factories, which allows it to maintain stable pricing year-round, making it an ideal choice for budget-conscious families. Here are some highlights of Tōmyō:

1. Outstanding Nutritional Balance: Combining the best qualities of legumes and leafy greens, Tōmyō is rich in protein, B vitamins, beta-carotene, and vitamin C, making it a powerhouse of nutrition.
2. Fun and Easy to Grow: Tōmyō can be regrown easily at home by soaking the roots in water, allowing new shoots to sprout within a week. This “reborn vegetable” approach enables households to enjoy several harvests from a single purchase, promoting sustainability and fun in cooking.
3. Quick and Convenient Cooking: With its fast cooking time and ability to be eaten raw, Tōmyō is simple to prepare. Just a pair of kitchen scissors and a microwave make it easy for busy individuals to incorporate this nutritious vegetable into their meals.

The Business Resilience Story Behind Tōmyō

In the late 1990s, Murakami Farm faced a financial crisis. After becoming Japan's leading producer of Kaiware Daikon (radish sprouts), a severe outbreak of E. coli in 1996 severely impacted sales, leading to a drastic drop in revenue as public misconceptions about safety crippled demand.

However, a turn of fate came in December 1995 with the introduction of Tōmyō. Initially a niche product, it gained popularity after the food crisis pushed Murakami Farm to pivot from Kaiware Daikon to Tōmyō.

With dedication from all employees, including those from production and research development, a comprehensive promotional campaign was launched. They conducted tastings in supermarkets and reached out to restaurants to provide cooking demonstrations and ingredient suggestions. This all-hands-on-deck strategy led to a remarkable V-shape recovery in the company’s fortunes and established Tōmyō as a beloved “household helper vegetable.”

The Rise of Tōmyō

Since its introduction, Tōmyō has thrived as a staple vegetable, especially during economic downturns when many families seek affordable yet nutritious options. Its resale potential became particularly relevant during the COVID-19 pandemic, where many turned to home gardening and food sustainability. Additionally, Tōmyō emerged as a favorite due to its ease of cultivation and generous yield.

As we celebrate its 30th anniversary, Tōmyō has solidified its position as a beloved vegetable, recognized not just for its nutritional content but also for its role in supporting families during challenging times.

Revamping the Tōmyō Brand

In line with its 30-year celebration, Murakami Farm recently redesigned the Tōmyō brand site, “Tōmyō Research Society.” Launched in 2014 to promote the benefits of Tōmyō, the revamped site offers a wealth of information, from nutritional data to recipe ideas and regrowing techniques. A new mascot, the fairy of Tōmyō named Tōmyon, will be featured, guiding visitors through the joy of Tōmyō.

For culinary enthusiasts and health-conscious consumers, Tōmyō embodies a success story intertwined with Japan’s agricultural history. Cheers to many more years of this extraordinary vegetable!