Red Horse Corporation Launches Unique Apple Juice from Miyagi's Rare Varieties

Unique Apple Juice Innovation by Red Horse Corporation

The Red Horse Corporation, based in Sumida, Tokyo, is dedicated to regional revitalization through the development of local products. Recently, they have created a 100% apple juice using non-standard varieties of apples sourced from Okawara Town in Miyagi Prefecture. This juice is now registered as a返礼品 for the hometown tax system.

The apples utilized in this unique juice are the "Koutoku" and "Fuji" varieties, cultivated exclusively at Saito Fruit Farm in Okawara. Among the ten varieties cultivated at this farm, the Koutoku apple has earned the title of "phantom apple" due to its rarity and difficulty in cultivation, yielding only 200 to 300 kg of non-standard produce annually. Red Horse purchased these rejected apples to develop the juice, thus creating new revenue opportunities for Saito Fruit Farm.

Red Horse Corporation aims to invigorate local communities through product development in collaboration with local governmental agencies and businesses. "We hope our product development can inspire vitality in the region," said Kensuke Yamada, COO of the company.Upon receiving feedback from the producers, he was touched when they expressed, "We are motivated to grow apples again thanks to Red Horse's purchase of our non-standard apples."

The development of this product began when a local official introduced a concern regarding the sole fruit orchard in the town, which was grappling with the disposal of surplus non-standard apples. After a site visit to assess the situation, Red Horse decided to buy these irregular Koutoku and Fuji apples to produce the 100% juice.

The Koutoku variety, known for its remarkable sweetness due to high honey content, boasts a rich aroma and luxurious fragrance. Since it is challenging to grow, its production volume is limited, which adds to its mystique. Collaborating with apple juice specialists from Aomori, Red Horse crafted a 100% apple juice that highlights the unique characteristics of both Koutoku and Fuji apples.

At the April "Okawara Cherry Blossom Festival," many visitors praised the juice, remarking that the Koutoku is rich and satisfying, and it was easy to discern the difference between the two varieties when tasted side by side.

Saito Fruit Farm's feedback was encouraging as well: "Previously, we had to discard our apples, but now that Red Horse is purchasing them, we can look forward to a successful year ahead. We hope to expand our cultivation area next year, driven by our renewed enthusiasm for apple farming."

Starting on March 28, 2023, the juice has been available for pre-sale at "Tonton no Oka Mochibuta-kan" in Okawara Town. The first batch includes approximately 1,000 bottles of Koutoku juice and 2,700 bottles of Fuji juice, which are limited in production.

Beginning at the end of May, these juices will be featured as返礼品 on various hometown tax donation websites, including Furusato Choice and Rakuten Furusato Tax. The Koutoku apple juice offers a lavish aroma and thick sweetness, while the Fuji apple juice has a refreshing balance of acidity and sweetness. Each variety presents a distinct flavor profile, allowing consumers to choose based on their preference. Future plans include offering smaller batches and gift sets as返礼品.

The minimum donation amounts for the返礼品 are:
1. 20 bottles of 300ml Koutoku Apple Juice: 65,000 yen
2. 20 bottles of 300ml Fuji Apple Juice: 57,000 yen

Supporting Local Revitalization

Red Horse Corporation not only supports the hometown tax initiative but also engages in problem-solving product development that utilizes local characteristics. Currently, they are collaborating with over 50 municipalities to develop more than 100 items. Their initiatives aim to not only create new local products but also foster regional branding and expand marketing channels, thus contributing to local revitalization.

By utilizing local raw materials from producers and collaborating with regional businesses, Red Horse aims to generate unique narratives that support local entrepreneurs and strengthen regional brands. Through product development that engages local people and resources, they aspire to create symbolic products that motivate communities, promote production increases, and preserve local culinary culture. Their focus is on generating excitement within regions and contributing to the revitalization of towns through the development of new local products, with pride in the work undertaken by their product development team.

Contact Information for Red Horse Corporation:
Head Office: 1-10-5 KOKUGIKAN FRONT BUILDING 2F, Yokoami, Sumida-ku, Tokyo 130-0015
Established: March 1964
CEO: Kensuke Yamada
Business Activities: Regional Industry Support and Revitalization, Consumer Business
Website: Red Horse Corporation