#Japan #Red Horse Corp #Tomato Amazake #NAKAGAWA FARM #Ono City

Introduction

The collaboration between Red Horse Corporation and Ryutsu Kagaku University has led to the development of an innovative product called "Tomato Amazake," which has recently been registered as a local specialty in Ono City, Hyogo Prefecture. This initiative is part of the "Specialty Product Recognition Expansion Project" undertaken by Professor Noriyoshi Nishimura and his seminar group at the university. It aims to create new regional products that utilize local agricultural resources.

Development Journey

Tomato Amazake was conceptualized through extensive collaboration with Nishimura’s seminar and involved several stages of testing and promotion, including a trial marketing event at the university’s school festival in November last year. Additionally, the product was sampled and tested for sales during the Ono Half Marathon in December, receiving positive feedback. This project is a significant step in enhancing the visibility of Ono City's agricultural products and exploring innovative ways to commercialize them.

Ingredients and Health Benefits

The Tomato Amazake is crafted from locally sourced ingredients, such as rice koji made from Yamada Nishiki rice, renowned for its high quality, combined with ripe tomatoes from NAKAGAWA FARM, a well-regarded local farm. The resulting drink boasts a refreshing flavor that is easy to consume anytime and anywhere, making it an excellent energy booster. Notably, as a rice koji-based beverage, it is gaining attention for its potential health benefits, making it a popular choice among sports enthusiasts. During the Ono Half Marathon, attendees flocked to purchase the drink post-race, leading to a complete sell-out.

Accessibility and Future Plans

This June, Tomato Amazake became available as a return gift through the Furusato Nozei (hometown tax donation) system. It can be accessed through eight donation sites, including Rakuten Furusato Tax and Furusato Choice. Furthermore, following its successful launch, Tomato Amazake has been sold at various outlets like the Hyogo Prefecture antenna shop in KITTE Osaka and Itami Airport, with plans to expand availability at NAKAGAWA FARM’s retail location.

This year marks the second phase of collaboration between Red Horse Corporation and Nishimura’s seminar, focusing on the product's sales strategy. Students involved gain hands-on experience from production to distribution and will also engage in sustainable practices with a focus on SDGs by participating in tomato cultivation. Future plans include increasing sales channels in local retail, souvenir shops, hot springs, and sports facilities in the Kobe area, further highlighting the unique appeal of Ono City.

Comments from the Project Leaders

Professor Noriyoshi Nishimura commented on the initiative, emphasizing that this is the second year of their project, with an altered focus on understanding product distribution. Students are now tasked with delivering their product directly to consumers, allowing them to appreciate consumer feedback firsthand, which is a unique learning opportunity, especially for international students who learn about Japanese food culture.

Ms. Shige NAKAGAWA from NAKAGAWA FARM shared her enthusiasm for creating Tomato Amazake, stating that she and her team put significant effort into nurturing the tomatoes, from soil preparation to harvest. She is proud to contribute to promoting regional appeal through local produce.

Conclusion

Tomato Amazake exemplifies innovative utilization of regional resources, and Red Horse Corporation’s mission reflects their commitment to local economic activation and problem-solving through product development. Working in tandem with over 50 municipalities across Japan, they strive to enhance local branding and sales channels while producing goods that resonate with community stories. This project not only aims to generate enthusiasm among local producers and protect regional food culture but also works to create a sense of community vibrancy and coalesce local efforts for greater impact.