PRODUCT (October 2024)

Changing the Image of Imperfect Produce—Packed with Umami OYAOYA Dried Vegetables

OYAOYA is a Kyoto-born brand of dried vegetables produced by Agriture Inc. The brand boasts a lineup of a variety of products, and their online shop is lined with vivid packaging. Each product uses imperfect vegetables. Their flavor, which becomes more concentrated in the drying process, wows even professional chefs. The brand has been steadily expanding its reach beyond the domestic market.

＜The key characteristics of OYAOYA＞

・市場に出回らない規格外野菜を乾燥野菜に京都府内でとれた野菜を中心に、50種類以上を展開
・エアードライ加工で、野菜のうま味や甘みなどを凝縮
・半年～１年と長期保存できる

Easy to Use Dried Vegetables for Expanding Your Cooking Repertoire

The development of the brand began in 2020. At the time, Rei Kojima, the CEO of Agriture Inc., was studying agriculture geography at a university in Kyoto. Having had many opportunities to see and hear about the struggles of farm producers, he decided to venture into upcycling non-standard vegetables, which are seen as one of the problems in the agriculture industry.

“I aimed to develop a product that would allow to easily incorporate vegetables into one’s diet. Although I’m interested in food and health, my cooking skills are average at best. I thought it would be ideal to create a product that could entice cooking beginners such as myself.”

That’s when one of the most common dried vegetables in Japan known as kiriboshi daikon, or dried shredded daikon radish, caught his attention. Since it’s a dried vegetable product, it requires no prep work. You just need to rehydrate it by soaking it in water and it’s ready for cooking. There are two main methods of producing dried vegetables. The first one is “freeze-drying,” which involves removing water from the previously frozen vegetables. The second one is “air-drying,” in which vegetables are dried with hot air. Based on a lecture by a local farm producer, Rei chose to go with the air-drying method. After tasting the prototypes…

“The umami flavor was concentrated and intense. The taste far exceeded my expectations! The little bit of moisture left in the vegetables gives them a nice, moist texture. I especially recommend the dried cucumber slices. After drying, they taste nothing like fresh ones. The OYAOYA products aren’t as shelf-stable as freeze-dried counterparts, but they can be stored from six to 12 months.”

Once the business found its footing, Rei strengthened the production system through a partnership with a welfare institution. Currently, the brand offers over 50 products. The lineup covers everyday staple vegetables, such as cabbage, Japanese leek, and cucumbers, as well as Kyoto’s heirloom vegetables, including Kamo eggplant, Shogoin daikon radish, and Manganji green peppers. Over 100 recipes showcasing the versatility of dried vegetables are available on the brand’s official website.

Rejected Imperfect Vegetables Find International Markets

Rei now buys imperfect vegetables from around 15 farm producers. He always pays the asking price because he values the vegetables for their taste and not for the way they look. That’s why he keeps the focus on solving the food loss problem in marketing the products to a minimum. “I let the taste do the talking, without giving consumers a preconceived notion.” That’s Rei’s creed.

「世間から農業は大変という、ネガティブな印象をもたれがちです。しかし、それは一側面に過ぎません。世の中にはしっかりと収益を出して、いきいきと働いている生産者が大勢いるんです。消費者の方々が『OYAOYA』で野菜の美味しさを再認識して、農業のイメージアップにつながってくれることを願っています」

パッケージデザインも明るくカラフルで、小島さんの想いを表現しているよう。そんな「OYAOYA」は、「食」のプロも認めるクオリティ。個人向けだけではなく、星付きの料亭やレストランもリピーターになっています。さらにベトナム、インド、ドイツへの展開も着々と進行中。規格外野菜を使った「OYAOYA」が海を渡り、異国の食文化の発展を後押しする。そんな夢のあるストーリーがおぼろげに見えてきます。