The dairy project was started in Isehara, a dairy village
In Isehara City, the most popular dairy farm in Kanagawa Prefecture, 33 dairy farmers have raised dairy cows. This is a thriving area for dairy farming that has excelled in the “Kyoshinkai” contest, a competition for cattle development. For many years, Shingo Arai, President of the Municipal Association of Livestock Production, talked about the dream of making “Isehara’s unique milk”, which could be said to be “the milk we make”. In May 2014, “Ise Native Milk Project” was launched in collaboration with enthusiastic supportive dairy farmers and municipal, provincial and provincial livestock associations. Three and a half years later, in November 2017, when I saw “Isehara Ji Milk” lined up at retail stores, I have been running in parallel as the secretariat since the start of the project. Mr. Takuya Kamata of this section said, “I am very impressed.” Promotion of dairy farming in the city and activities aimed at revitalizing the region through local production and consumption in place are just one formality.
They want to deliver their milk to consumers
Milk is collected from each dairy farm and transported to the factories of the processing companies. Therefore, raw fresh milk collected from many different regions is blended, sterilized, and then shipped as the packaged product that each company has devised. While Mr. Arai transported it as a matter of course, he had mixed feelings that his identity would be erased.
About 25 tons of milk are milked per day in the city. Although dairy farming is thriving, the number of farmers formerly reached 760 people, now 33 people. I would like to end the situation “about 20 households have stopped milking compared to 10 years ago”. In order not to extinguish the dairy fire in Isehara, they said that they needed their own milk. Two young dairy farmers, Mr. Arai, Mr. Yoichi Ishida, concurred with his thoughts and Mr. Toshiki Ishii, in cooperation with the local authorities and related organizations, organized a group. study and sell milk. We started with marketing surveys, such as shop surveys and interviews with civic groups, and discussing product concepts.
Find contact points for manufacturers, consumers, and manufacturers
Several members of dairy farmers under the Municipal Livestock Association have been successful in the “sixth industrialization”, which plans and produces pudding, yoghurt, gelato, etc. by approval. their fresh milk. There is also. They are characteristic of each farm.
“Sixth generation success is also important, and the results of the individual dairy farmers’ efforts have had a big impact on their peers.” The success of processed products is also the driving force of Mr. Arai and others. “I am very confident that fresh dairy products will be well received. Furthermore, I want to build an Isehara brand with milk itself.”
To understand more deeply about dairy cows and milk, we will hold an experience-based event for the people, “Ise Milk Drinkers Corps” and “Ise Milk Project Promotion Party” including people and companies. Has taken shape. Two years of understanding producers’ thinking, consumer perspectives and the points where they intersect through PR activities at Livestock Festival. At the same time, the project members visited the dairy processing plant and repeatedly negotiated with producers to grow the companies that would cooperate with.
Towards a difference only in Isehara
Their desire as a producer. Taste consumers and factories produce raw fresh milk into products. The “Isehara brand” will not be realized unless it is needed by the consumer and the factory.
To be accepted by consumers and companies, “milk” is difficult to distinguish easily.
Their “only differentiation” choice was to ensure the quality of raw fresh milk produced by lovingly raised cows. More than ever, we aim to “provide safer and more secure milk.” As one of our ways of showing pride as a producer, we have also started an initiative to introduce on-farm HACCP (* 1).
To turn raw milk into a product called “milk”, it must go through a process called pasteurization. In order to preserve the taste of raw fresh milk, it is important not to increase the heating temperature due to sterilization. The most effective measure is “not to increase the original bacteria in raw fresh milk”. Bacteria grow during the process from milking to processing. To prevent this, it is necessary to maintain a clean environment by spending time and effort such as thoroughly cleaning milking equipment daily. It is not easy to realize “thorough cleaning” in everyday transportation.
The “challenge of not increasing bacteria” by the three dairy farmers will pave the way for a partnership with Takanashi Dairy Industry, headquartered in Yokohama. As the companies respond to the enthusiasm of Mr. Arai and others, efforts towards the commercialization of the “Isehara milk brand” will accelerate.
Milk sterilization methods can be divided into three categories: “low temperature sterilization”, “high temperature sterilization” and “instantaneous ultra-high temperature sterilization”. Most milk on the market is pasteurized at a temperature of 120 to 150 ° C for 1 to 3 seconds using the method of “super-high temperature instant sterilization”, but “Isehara brand milk” is pasteurized in a short time. even in “high temperature sterilization”. Short-time high-temperature sterilization is used for sterilization at 79 ° C for 15 seconds (the requirement for short-term sterilization at high temperatures of 72 ° C or higher for 15 seconds or longer Other high temperature sterilization method is 75 ° C and above). High temperature keep sterilization for 15 minutes or more).
Whichever sterilization method you use, the nutritional value does not change, but it affects the taste. “Isehara brand milk”, which is pasteurized at high temperature for a short time, prevents the homogenization process (crushing the milk fat ingredients of the milk at high pressure with a homogenizer) as much as possible, so if you keep it in the fridge for a few days, the top of the Milk is creamy with cream (milk fat) floating on it.
(* 1) HACCP is a food business operator that understands hazards like food poisoning and adulteration, and then inflicts those harms on the whole process from entry. raw materials until the product is shipped. Hygiene management techniques to ensure product safety by controlling processes that are particularly critical to the elimination or reduction of elements.
Farm HACCP applies the on-farm HACCP concept to improve sanitation management on the livestock farm, setting out control points to prevent harmful factors (microorganisms, chemicals, cormorants, etc. ) on the farm, and continuously A method of controlling the harmful factors at the farm stage by monitoring and recording.
The birth of Isehara milk
The final stage of the commercialization process is the design of the product name and label. “Milk brand Isehara”, held meetings with the Takanashi dairy industry with the Ise native dairy project cheer party, the company that had supported the project until then, and the city, and was very aware to the local milk, named “Isehara Ji Milk”. It was. On the packaging is not only beef, but also Oyama, the symbol of Isehara, and Shonan wheat.
In this way, the three-year TV series in which many participants gave birth to a regional specific milk called “Isehara Ji Milk”.
Mr. Arai, who created the opportunity for the project, said, “This is my first time developing the product so there are many difficulties, but the support of many people has helped me make Isehara Ji Milk. I’m happy. “
Before the general sale, we distributed it for tasting at festival venues in the city, and the people who drank it gave positive feedback, such as “rich yet refreshing” and “sweet. sweet “.
The future of Isehara milk
November 15, 2017. Everyone’s involved dream crystal, “Isehara Ji Milk”, is currently on sale at retail and convenience stores in the city. Sales have risen sharply since day one. Due to the limited number of products produced per day, the fact that they cannot be shipped in bulk “unexpectedly adds a premium feel.”
Regarding future developments, Mr. Arai said, “The goal is to continue to sell this project so that it is not a temporary event. I want as many people as possible to know that Isehara’s milk is delicious.” I will. Three dairy farmers, Mr. Arai, Mr. Ishida and Mr. Ishii, who have recognized the “importance of taking on new challenges” through the project, will pursue a revival of the cattle industry. Isehara’s milk like never before. “Isehara Ji Milk” is the starting point.
“Takanashi Isehara Milk Powder”
Milk by type (unadjusted ingredients)
Price 200 yen (tax included)
In addition to retail and convenience stores (partial) in Isehara city, it is sold mainly in Kanagawa Prefecture.
Inquiries Customer Service Office Takanashi Dairy TEL 0120-369-059