New Product Utilizing Underused Fish: Yanagi-no-Mai Dried Mackerel from Rebun Island

Innovative Product Featuring Low-Utilized Fish: Yanagi-no-Mai

On September 8th, 2023, the Pal System Cooperative, based in Shinjuku, Tokyo, will launch a new product made from the underutilized fish, Yanagi-no-Mai, fished from Rebun Island. This initiative is a collaboration with the Funadomari Fishing Cooperative, located in Rebun Town, Hokkaido, led by Director Yoshio Oishi. The goal of this product is to promote the effective use of fishery resources while supporting the local fishing industry.

Savoring the Rich Umami of Yanagi-no-Mai

The Yanagi-no-Mai fish, caught in Rebun Island, is processed into a dried product after being split open and soaked in a saltwater solution overnight. This process enhances its delicate yet moist texture while drawing out its wonderful fat content. The product is designed for convenience, allowing users to grill or pan-fry the fish while still frozen. It takes about seven minutes for each side, making it an easy addition to everyday meals.

Aquaculture officials have praised the Yanagi-no-Mai for its qualities, likening it to the juicy Nodoguro fish without any offensive taste. After two years of developmental work, this product is finally coming to market, exemplifying the importance of re-evaluating the worth of low-utilized fish like Yanagi-no-Mai to maintain and develop the local fishing industry.

Rediscovering the Value of Yanagi-no-Mai

Historically, the Yanagi-no-Mai has been classified as a low-utilized fish due to its sharp fins, which complicate the removal process from fishing nets, and its low recognition outside the local area has made it challenging to achieve competitive pricing in the market. However, its well-marbled white meat is well-regarded locally and has been cherished in various forms including sashimi, boiled dishes, and grilled preparations. The introduction of this fish in regular supply meetings between Pal System and Funadomari Fishing Cooperative in December 2019 catalyzed the decision to explore product development.

As the decline in fishery resources becomes a pressing challenge, developing a pricing structure that equitably values low-utilized fish can support fishermen's livelihoods and foster sustainable fishery practices.

Successful Utilization and Future Plans

In April 2022, Pal System successfully launched a new product based on herring, which had previously been consumed only within the region, boosting its utilization. By focusing on underused marine resources and providing them through their unique distribution network, Pal System promotes both efficient resource usage and local production supports. The Yanagi-no-Mai fish is slated not only for this product but also for future developments, including a planned 'Saikyo-yaki' proposal set for November 2026, aimed at continuing the generation of consumption opportunities.

A representative from the fishing sector expressed hope that this product will help raise awareness that even lesser-known low-utilized fish can boast excellent quality and that there exists a diverse range of marine resources.

Pal System is committed to continuing its efforts with local partners to contribute toward a sustainable fishery and a varied dining experience.

Product Overview

- Product Name: Yanagi-no-Mai Dried Mackerel from Rebun Island
- Contents: 2 pieces, 300g
- Regular Price: 430 yen (tax included)
- Delivery Temperature: Frozen

This product is available exclusively to members of the Pal System Cooperative group across 12 regions in Japan, including 1 metropolitan area and 11 prefectures.

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The Pal System Cooperative located in Shinjuku, Tokyo, has a total business volume of 268.96 billion yen as of the end of March 2026, serving approximately 1.77 million members through various affiliated cooperatives.