JAL, which has bases throughout Japan, has been continuously implementing regional revitalization initiatives (currently the “JAL Furusato Project”), and in August 2020 launched the “JAL Furusato Ambassadors,” cabin crew members selected through an in-house recruitment process who move to the area to promote initiatives in their respective regions. In December of the same year, JAL appointed “JAL Hometown Cheering Troops” who are involved in regional revitalization while serving as flight attendants. The aim is to develop products and solve regional issues for hometowns and other regions with which they have connections, utilizing the knowledge they have accumulated as flight attendants.
We spoke with Kyoko Watanabe, a JAL Furusato Ambassador who is involved in the development of sweets in Yamagata Prefecture.
–What can you tell us about your initiatives?
Urokoya Sohonten, which operates five Japanese and Western confectionery stores in Yamagata Prefecture, and JAL Furusato Ambassadors have jointly developed a new sweet called “Benikanure- Benikasuneri. This product is a blend of Japanese and Western sweets using ingredients from Yamagata Prefecture, with red bean paste wrapped in canele dough.
This will be the second collaboration with Urokoya Sohonten, having also developed the “Thick VEGAN Terrine Chocolat” in 2023 as an ambassador collaboration product.
–How are you involved in this effort?
Under the theme of “Thinking about the environment and the future through food,” the team selected ingredients related to the SDGs, made specific proposals for sweets, conducted tastings and provided feedback, and designed a product logo.
In particular, in selecting ingredients related to the SDGs, two main ingredients were used: one was safflower from Kahokucho, Yamagata Prefecture. Safflower, the prefectural flower of Yamagata Prefecture, is said to have experienced a decline in demand and production following the importation of Chinese safflower and the end of contract cultivation. We decided to develop safflower-based sweets in sympathy with Yamagata Prefecture’s desire to “work to promote safflower production and uncover demand in order to preserve the cultural tradition of safflower cultivation and the production of processed products.
The second ingredient is Rokkasen sakekasu. Sakekasu is the lees produced when sake is pressed from moromi, and is generally disposed of as a large amount of industrial waste. We decided to use sakekasu in the hope that it will help reduce food loss.
We also focused on taking advantage of the strengths of the ingredients. For example, in order to express the vivid color of safflowers, the elegant flavor of sakekasu and the strong texture typical of sake, we use different types of bean paste, such as “white bean paste for safflowers and mashed bean paste for sakekasu.
–What are your future plans and prospects?
BENIKANURE-” has been on sale since March 1 and can be purchased at all Urokoya Sohonten stores and the official online store.
In addition to the aforementioned safflower and sake lees, the canele dough is made from Rokkasen sake and rice flour from Yamagata Prefecture’s “Tsuyahime” rice, making it a product packed with the charms of Yamagata Prefecture.
We hope that as many people as possible will pick up the product and experience the “Delicious Yamagata” that is also the name of the airport.
–What is your message to travelers?
Obanazawa City in Yamagata Prefecture, where the Urokoya head office is located, is famous for its snow, watermelons, and hanagasa hats.
Hanagasa Odori dance, which originated in Obanazawa, and surprisingly sweet and large Obanazawa watermelons in summer, and snowy Ginzan Onsen and ski resorts in winter, are just a few of the attractive contents available throughout the year.
We hope you will visit Obanazawa City and choose “Benikasuneri -BENIKANURE-” as a souvenir or gift for your loved ones, or as a reward for yourself.
© Source travel watch
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