What misunderstandings do people have about Koshihikari rice? This is how Japanese people sell rice

Tawaraya Genbee, who has been selling Japanese rice in Taiwan, China for 5 years, suddenly held a press conference last week to publicize how they sell rice. Their way of selling rice is to select high-quality farmers across Japan and sign contract farming agreements with them. After harvest, the rice is shipped to Taiwan, China by air in unhusked grain form at a constant temperature of 19°C. Only after customers place orders is the rice milled one day before shipment, and the desired type can be adjusted according to preference: brown rice, 70% milled rice, 50% milled rice, or white rice. Then it is delivered to the home.

Selling rice this way is of course good, as it is both customized and ensures freshness, but this has been an established practice in Japan for years, and it is nothing new in Taiwan, China either. So I asked their Director Keisuke Sanada: "Why suddenly hold a press conference to talk about something you have already been doing for 5 years?"

Keisuke Sanada hesitated at first, but finally answered: "I am not sure if it is appropriate to say this, but actually this time the Japanese government allocated a budget to us and asked us to hold a press conference to market our company's rice, but the more important purpose is actually to help foreigners better understand Japanese rice and rice culture, so that Japanese farmers' rice can have a larger market."

◎How Tawaraya Genbee sells rice

Last week Tawaraya Genbee prepared 5 kinds of rice. After tasting, the most recommended is the fully brown rice shown in the upper bowl on the right, "Tsukiyo Rice" produced in Hokkaido. It has a soft and chewy texture and carries the aroma of rice husk. It is completely different from the texture of brown rice in Taiwan, China, and is very sweet and fragrant. Also, the "Koshihikari rice" produced in Uonuma shown in the lower bowl on the left, Uonuma Koshihikari rice, no matter what, you should find a chance to try it once. Even eaten just as white rice, it becomes sweeter and more flavorful the more you chew.

For Tawaraya Genbee's rice-selling methods, types, and prices, please refer to the official website: www.tawaraya.com.tw