Commercialization of Off-specification Fruits
The Hyoketsu® mottainai series supports sustainable agriculture
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*MOTTAINAI is a registered trademark of The Mainichi Newspapers Co.,Ltd
Kirin is developing the Hyoketsu® mottainai series as an initiative to utilize and commercialize Mottainai (wasteful) Fruits that are not available in the market due to out-of-specification.
The first product used Hamanashi, a specialty of Yokohama City, and the second used Ponkan tangerine, a fruit produced in Kochi Prefecture. In addition to creating new value for local agricultural products, we have donated a cumulative total of approximately 6 million yen from a portion of sales to fruit farmers.
In response to social issues such as the lack of agricultural labor and the increase in food loss, Kirin aims to promote sustainable agriculture and revitalize local communities through a system that utilizes discarded fruit and provides direct support to farmers.
Kirin will continue to take on the challenge of expanding the cycle in which enjoying good taste leads to supporting others.
One yen per can goes to farmers - How Hyoketsu® mottainai works
The Hyoketsu® mottainai series was born out of our desire to contribute to fruit farmers because fruit is an essential part of the brand. In addition to selling products that utilize off-specification fruit, the company is committed to supporting sustainable agriculture by donating one yen from each can sold to fruit farmers.
The package is designed so that by scanning the QR code at the bottom of the back side, you can jump to a special website with details of the project, product outline, and thoughts on the development. We designed this package with the desire to create a system to solve social issues together with customers.
The first product was Hamanashi, a specialty of Yokohama
The first product was made with Hamanashi, a specialty of Yokohama, the birthplace of Kirin beer.
Hamanashi pear is very sweet and tasty because it is allowed to fully ripen on the tree. On the other hand, they are prone to have watercore, which causes the pulp to become translucent. Although there is no taste problem, the soft texture can be mistaken for damage, so they cannot be shipped and are often discarded.
When we learned about this situation, we felt it was a waste and created Kirin Hyoketsu® mottainai Hamanashi (limited time only) with the hope that we could do something to help. The Yokohama brand Hamanashi was delivered to all over Japan as a chu-hi drink.
Donations totaling 5,993,296 yen to support farmers
The first product, Kirin Hyoketsu® mottainai Hamanashi (limited time only), launched on May 7, 2024, was picked up by many customers, and has achieved a reduction in food loss of approximately 34,000 Hamanashi fruits.
In addition, on September 30, 2024, a portion of the proceeds, 5,993,296 yen*, was presented to the Fruit Tree Department of the Yokohama Agricultural Cooperative Association. The money is being used to purchase seedlings and other items that will lead to the sustainable development of the Hamanashi pear.
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*Calculated from the following three points
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（1）Shipments from the launch to the end of August (1 yen per can)
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（2）Sales at the event held on May 11 and 12, 2024 (200 yen per can)
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（3）Number of social media campaign posts made for the above event (100 yen per post)
The second product uses Ponkan produced in Kochi Prefecture
For the second product, we used Ponkan tangerines from Kochi Prefecture, which are delicious but were off-specification and could not be sold in the market.
Featuring a rich aroma and a sweet, juicy flavor, Kirin Hyoketsu® mottainai Ponkan (limited time only) was created, with a tropical aroma and a sweet and sour taste that spreads juicily the moment you drink it. The rich, sugary, juicy fruit flavor has been retained, but with the refreshing aftertaste typical of Hyoketsu®, the appeal of Kochi Prefecture's Ponkan fruit has been brought to the rest of Japan.
Enjoying deliciousness lets you support someone.
The Hyoketsu® mottainai project will continue into the future. By utilizing off-spec fruit in our products and donating a portion of sales to farmers, we will contribute to farmers who are facing various issues such as succession problems, and promote efforts to solve social issues together with our customers.
Through our products and services, Kirin will continue to co-create a society that brings joy to customers and all people involved in the value chain, and contribute to a future of development.
