The increased sales of Mikkan juice across Japan, particularly the new Kumagora Mikkan juice and the premium Hitman orange juice, highlight the growing consumer interest in local products. Beginning February 12, 2025, the Kumagora Mikkan juice, made from surplus fruit, aims to deliver the delicious, refreshing experience of this citrus delight.
Farmers and local producers have benefited significantly from this initiative, particularly through collaboration with agricultural cooperatives and local municipalities. Aichi Prefecture, known for its significant Mikkan production, has successfully turned what was once unsellable surplus fruit—deemed too small or imperfect—into sought-after juice products. The introduction of these juices is as much about sustainability as it is about taste, appealing to environmentally conscious consumers.
"Kumagora Mikkan Juice will allow customers to enjoy the natural sweetness and refreshing acidity of the fruit," expressed representatives from the local Aichi agricultural cooperative, highlighting the product’s quality and the initiative's intent to reduce food waste. This commitment not only appeals to eco-friendly consumers but also strengthens local economy connections, as the juice is being promoted as part of community initiatives.
Another exciting product making waves is the Hitman orange juice, developed by Matsumoto Yoshihiro, who shared, "I want to create orange juice I loved since childhood." By using top-quality Mikkan from Iyo city, Yoshihiro's brand promises not just high-quality taste but also supports the local agricultural economy.
The juice features 100% premium Mikkan, ensuring customers experience the true essence of Japanese citrus. Premium methods, such as using the top-grade inline juicers to preserve sweetness and freshness, set the Hitman juice apart from typical offerings on the market.
Both juices are more than just beverages; they represent the resurgence of local agricultural pride and economic rejuvenation. Starting January 27, 2025, these organic juices will be introduced as part of local tax return incentives to spark interest and sustain local production. By supporting local farmers and using surplus to create these products, the initiative fosters community among producers and consumers alike.
The combination of tradition and innovation reflects Japan's agricultural strengths, and the favorable consumer reception of these initiatives suggests more projects focusing on local produce may be launched soon. Efforts to improve agriculture’s viability stand to enrich Aichi’s economy and advance food sustainability.
This rising trend of Mikkan juice sales is not just refreshing for consumers; it depicts local resilience and creativity amid challenges, positioning Aichi as more than just another agricultural hub. Instead, it leverages local specialties to create unique offerings for the national market.