Product menu of Kinmekko kitchen
Toyo Rice Co., Ltd. will enter the rice flour business in order to create new value in conventional rice flour.
The biggest feature is not just brown rice flour, but "rice flour containing healthy potato" which has removed the troubled part from "rice cake". That is, it is "rice flour of low-gold-cut brown rice and low-gold rice" (hereinafter, low-cut brown rice powder etc.). With this evolved rice flour, we will aim to further improve people's health, reduce medical expenses, and expand demand for rice. Furthermore, as its flagship store, we will open a rice flour gourmet specialty store “Kinmekko Kitchen” in Ginza, which will develop new styles of bread, pasta and sweets using new rice flour. Also, with the diversification of our brand, we have formulated a unified brand mark, and we will announce it as well.
[1] Toyo Rice's rice flour business In recent years, consumers are often found to eat various foods that are said to be "healthy" in search of health effects, but in reality there are effects that can be felt It seems that there are very few. On the other hand, "gold sprout rice" and "gold sprout low cut brown rice" (hereinafter referred to as low cut brown rice) developed by our company are delicious food while leaving "the rice well for health" which removed the defective part from the inside Although it is possible to obtain the healthy ingredients that rice originally has, it is natural to eat as a staple food, and of course the frequency of cases in which the effect is felt is also increasing day by day. However, the food scene is becoming more and more diversifying, and it is the present condition that rice food alone does not advance the health promotion of the people as expected. In view of such current conditions, we aim to reduce the rising medical expenses as quickly as possible, and have developed "Low-cut brown rice flour etc." to make bread and pasta made with rice flour that utilizes these straws. We will start a rice flour business that promotes health promotion with foods such as sweets. With this project, we intend to work to make people more aware of food health and to be an initiator of health promotion in Japan.
The pillar of our rice flour business is "low-cut brown rice flour, etc.", and raw materials used are low-cut brown rice and germinated rice. In all cases, the "wax layer" on the surface of the brown rice grain, which may cause various germs and residual pesticides, is uniformly removed, and further the surface residue is also removed by BG washing-free processing. In order to absorb water much higher than ordinary brown rice, it is finished to fine rice flour with less damage rate at the time of milling. (2) Even when it is finally milled, it is finished into rice flour containing a small number of fungi, and it is possible to produce rice flour with extremely high safety without concern about residual pesticides. (3) Brown rice has many fats, which is a major obstacle in processing to rice flour, and cleaning of the milling line is very difficult, and there are high risks in terms of hygiene and safety as well as contamination. Although the risk of occurrence also increases, this problem is also cleared and mass production has become possible. (4) In terms of the environment as well, there is a feature that high environmental effects are realized, without discharging high concentration drainage like ordinary rice milling at the immersion stage of milling process.
Thus, in addition to the "high nutrition" and "good taste" originally possessed by low-cut brown rice and gold sprout rice, "low-cut brown rice flour etc." has extremely high "safety", "hygiene level", "productivity" " It is the world's first rice flour that has achieved an unprecedented level of environmental effects. In addition, it is characterized by the fact that delicate sweetness and taste are felt stronger when cooked than conventional rice flour. But there were technically big hurdles to make it happen.
By the way, we have developed various products including "stone removing machine" which removes stone from rice since our establishment in 1959, but actually "rice flour", "Showa 38" We have developed a home-use flour mill called the "Toyo mill" and aimed at the spread of brown rice flour as a product focusing on the health effects of brown rice from that time, as shown in the attached document. However, at that time white rice and flour were the mainstream times, and they were not widely disseminated, but it can be said that products and requirements of the times were finally met.
For the time being, we will provide cooked bread, noodles and sweets using these rice flours at Kinmekko Kitchen, and in the near future we plan to sell rice flour and rice flour noodles through our mail order service. . In addition, for businesses such as hotels, restaurants, and school lunches, we plan to use rice flour and rice flour product lines.
[2] Open the rice flour gourmet specialty store "Kinmekko kitchen" Open the above "Low cut brown rice flour", as a flagship store that offers information on rice flour and offers products using "gold sprout rice flour", Tuesday, March 5 We will open "Kinmekko Kitchen" in Store name "Kinme-Co (Kinmekko)" "Co" has the meaning of "gather together", the circle of rice flour spread around the store, I want to walk and live with consumers and rice producers etc The wish is put. All stores use either "low-cut brown rice flour", "gold sprout rice flour", or "gold sprout rice glutinous flour", blend them depending on the menu, and make them with cooking and recipes that take advantage of each feature We are planning to provide various products, starting with products centered on germinating rice flour. One of the sign menu, "Kinmekkopan" and "Kinmekkoruru" are baked with 100% rice flour, and it is an item that you want to try by all means. In addition, we plan to offer pasta and sweets of 100% rice flour, and a menu of various variations according to the season. As a "rice flour gourmet specialty store" that drives the rice flour food scene, we intend to create new demand for rice flour and aim to transmit information on rice flour that has never been available before.
【Kimmekko Kitchen Overview】
Location: 5-12, Ginza, Chuo-ku, Tokyo 10-12
Toyo Rice Building 1F (next to gold dining)
Business hours: 11 am to 6 pm (Saturdays, Sundays and holidays are closed)
Phone / Fax: 03-5962-8980
[3] Formulating a unified brand mark In our company, we have decided to indicate this unified mark in the rice products developed until now, the rice flour products to be announced this time and "Kinmekko Kitchen", and our products to debut in the future. We will promote to be recognized as a brand and as a symbol for health promotion. In addition, with regard to the products that have been sold up to now, we plan to make a unified logo mark and change the design sequentially.
メ ッ Kinmeko kitchen product menu
統一 Unified brand mark
[Outline of Toyo Rice Co., Ltd.]
・ Establishment = 1961 (Showa 36)
・ Capital = 100 million yen ・ Business content = Processing, manufacturing and sales of gold sprout rice, gold sprout low cut brown rice, BG non-washed rice,
Development, manufacture and sale of rice milling machines, etc.-Ginza head office location = 5-10-13 Ginza, Chuo-ku, Tokyo
・ Phone number = 03-3572-7550
・ Fax = 03-3572-7551
・ URL = http://www.toyo-rice.jp/