Ito En Launches New Genmaicha Using 'Matsusigura' Rice, Supporting Local Agriculture

Itoh En is launching a new brown rice tea product using 'Matsuishigura,' a specialty brand rice from Aomori Prefecture, as part of its 'Supporting Japanese Agriculture' project in collaboration with Zennoh (National Federation of Agricultural Cooperative Associations).

Starting March 25th, they will be selling the flavorful 'Oi Ocha Genmaicha.' This product is characterized by its blend of roasted rice, green tea, and matcha, offering a rich, nutty aroma from the rice. 90% of the ingredients are made from Matsuishigura rice.

Furthermore, they are introducing a new instant brown rice tea, 'Sarasara Tokeru Oi Ocha Matchairi Genmaicha,' using rice from the Tohoku region. This caters to the growing demand for convenient products.

Along with the launch of these new products, they are also holding a 'Tohoku Region Brand Rice Giveaway Campaign.' Customers can participate by purchasing eligible products, attaching the barcode to an entry postcard, and submitting it. Through a lottery, winners can receive 'a choice of brand rice from the six Tohoku prefectures' or a 'Tohoku Six Prefectures Solo Meal Set.'

This project involves collaboration between Itoh En, participating companies, and Zennoh, aiming to increase awareness and consumption of domestically produced agricultural and marine products through product development and promotional activities. It commenced in June 2021, and in January of this year, the official 'Supporting Japanese Agriculture Project Council' was established.

This new product release is part of the third project focusing on 'Supporting the Tohoku Region.' Itoh En aims to spread smiles across the nation with the power of the Tohoku region through promotional strategies linked to the 'Future Genki (Vitality) Project' alongside this new product launch.

Through this project, Itoh En plans to strengthen its collaboration with Zennoh, serving as a bridge connecting domestic agriculture and consumers.