This is an AI translated post.
Itoen Launches New Brown Rice Tea Using "Matsushigura" Rice, Boosting Brand Image - Linked to Local Agriculture Support Project
- Writing language: Korean
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Base country: Japan
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- Food
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Summarized by durumis AI
- Itoen has launched two new brown rice teas in collaboration with the National Federation of Agricultural Cooperative Associations (JA) under its "Supporting Japanese Agriculture" project, using "Matsushigura," a specialty brand of rice from Aomori Prefecture.
- The newly launched "Oiocha Genmaicha" blends roasted rice, green tea, and matcha, allowing you to enjoy the unique nutty aroma of rice, while "Sarasara Tokeru Oiocha Matchairi Genmaicha" is an instant brown rice tea that emphasizes convenience.
- Along with the launch of these new products, Itoen will be conducting a campaign to give away Northeastern brand rice, strengthening its collaboration with JA and aiming to act as a bridge connecting domestic agriculture and consumers.
Itoen will launch a new brown rice tea product using "Matsushigura," a specialty brand rice of Aomori Prefecture, as part of the "Supporting Japanese Agriculture" project being promoted by Itoen in collaboration with agricultural cooperatives nationwide.
"Oiocha Genmaicha" with a rich flavor will be available for sale from March 25th. This product is characterized by its blend of roasted rice, green tea, and matcha, allowing you to enjoy the unique nutty aroma of rice. 90% of the ingredients are made with Matsushigura rice.
They will also introduce a new instant brown rice tea, "Sarasara Tokeru Oiocha Matchairi Genmaicha," using rice from the Tohoku region. This is in response to the growing demand for convenience products.
Along with the launch of these new products, they will also be holding a "Tohoku Region Brand Rice Lottery Campaign." After purchasing the target products, attach the barcode to the application postcard and enter to win "selectable Tohoku 6-prefecture brand rice" or a "Tohoku 6-prefecture solo meal set" through a lottery.
The project involves Itoen, participating companies, and Zen-Noh collaborating to develop products and carry out promotional activities to increase awareness and consumption of domestic agricultural and fishery products. The project was launched in June 2021, and in January of this year, they launched the official "Supporting Japanese Agriculture Project Council."
This new product is part of the third project themed "Supporting the Tohoku Region." Itoen aims to spread smiles nationwide with the power of the Tohoku region through promotional strategies linked to the "Future Genki (Vitality) Project" along with the launch of this new product.
Itoen intends to strengthen its collaboration with agricultural cooperatives through this project, playing a role as a bridge between domestic agriculture and consumers.
