“Protect Japanese rice fields” Permanent sake brewery, Niida Honke

For the next generation, for the next generation

Niida Honke, which has become a sake brewery, where people gather by holding various events

Founded in 1711, Niida Honke has been producing and selling natural rice wine since 1967. Only a portion of sake does not use pesticides, but Mr. Yasuhiko Niida, the 18th generation brewery, said “In 2011, 300 years after our founding, all of our sake. We have set a goal of” making rice without pesticides. ” And finally, 2011. We achieved that goal as stated.

However, on March 11 that year, the Great East Japan earthquake and the Fukushima Daiichi nuclear power plant accident happened. Not only Niida Honke, but also the farmers and processors in Fukushima prefecture have been destroyed by the destruction they have built up until now.

Niida Honke’s sales of Japanese sake also fell sharply. At that time, Mr. Niida’s wife, Maki, was pregnant. Concerned about the effects of radiation, I evacuated to Tokyo. On the other hand, Mr. Niida stays at the brewery to make sake.

“Why should we be treated like this when we are 300 years old?” I had different thoughts. However, from a long-term perspective, I think “If I had been making sake for 300 years, there would have been such great incidents in the past” and I could look ahead. To speak.

About 20 years ago, Mr. Niida became president at the age of 28. My dad was weak and needed to be replaced soon.
“I didn’t want my generation to sell less than my father’s, I thought I would definitely succeed. At that time, I blamed the staff for not being able to sell sake. It was spicy.” heavy weight and patience. It was chasing Mr. Niida.

However, after the nuclear accident, Mr. Niida’s thoughts changed. “Even if consumption falls at your own expense, if you connect rice production and sake brewing in the future, the next generation or the next generation will surely return.”

A dream job that crossed my life

Mr. Niida realized that the “importance of connectivity” was triggered by a nuclear breakdown. In addition, he said that the existence of children was also wonderful. Mr. Niida, whose second daughter was born in the earthquake year. The combination of earthquakes and childbirth strengthened my desire to connect with the next generation.

“Doesn’t mean you don’t need to crush in your generation. Even if you can’t earn rice in your generation and even if you have a big deficit, there are rice fields you can earn. The rice is delicious in my generation That is why I want to continue to grow naturally And the Japanese sake export that I am making now may not be in my generation anymore. However, if the export goes well one day, it will be a child. That is our property.Even if my goals do not come true for me, children and My grandchildren will definitely achieve them I can dream beyond my life I am dead I think it’s great to have a job where you can connect your dreams even later. “(Mr. Niida)

My wife, Maki, also works with me, so my eldest daughter, 8 years old, and my second daughter, 5 years old, spend more time in the brewery everyday. “I hope children will naturally feel that sake is delicious and will be happy to drink it,” Niida said. Sometimes children play by licking their fingers in a wine glass and imitating sake tasting, saying, “This is dry! This is sweet! Is it true?” Right at events organized for customers, it can be seen that they are happily helping with rice harvest and being approached by customers.

Mr. Niida’s children entering and exiting the sake brewery frequently create interaction between staff and children. Mr. Niida wants the current employees working together to work as a family as his son becomes president in the future. Mr. Niida always thought, “I will do whatever I can on my behalf to make my child happily work without difficulty”.

Bring back happy memories of the sake brewery to children

The used water is also a resource that we want to connect with the next generation. We also manage our 100 hectares of mountains to conserve water.

“Connecting with the next generation”. That repetition of that thought sets the stage for Niida Honke’s 300-year history. Mr. Niida, who smiled, said, “The connection is so interesting”, the feeling is not the same as before.

“I will take what my predecessors have done, strive for myself and connect it with the next generation. So will agriculture and sake brewing. Connecting the sake brewery and rice fields is called Niida Honke. It’s Japan. It’s about interculturing. I think we have such an important role. “

As one of them, Mr. Niida is trying to connect old traditions.
For example, on “Tsuchinotomi Day”, all the staff went to visit Mizukami in the mountain behind the warehouse. This is a custom connected by Niida Honke, and it is an annual event to bring red rice to the mountain god, make offerings of red rice and eat red rice together.

At one point, I stopped adoring because I prioritized efficiency, saying, “This is not the case.” In Niida Honke, when he arrived in Obon, he visited a total of 100 graves, including the graves of former employees and the graves of those under the care of his ancestors, which was also the reason why Mr. Niida started not likes old traditions. It is one of them.

However, Mr. Niida, who strongly felt the importance of connecting, revived such a custom. “Thankfully, even in the case of an earthquake and nuclear accident, we can grow rice fields and we can make sake too,” Niida said. I think there are areas out of reach of human”. He.
Currently, I keep on accessing “Kimi no Hi”, at a rate of about every 60 days. And I took the kids over here a few times, and I took them to Obon’s grave as well. In the past, I would have liked to visit Obon’s grave, but I am trying to convey to the children conventions by simplifying it so that they do not like it and cleaning it up in terms of games.

From his own experience, Mr. Niida attaches great importance to “joy”. “When I was younger, I only had happy memories with the company (Niida Honke), so I don’t hate taking over my father’s footsteps. I want the kids to be happy to take over.”

Fostering successors has become a problem, especially in the major industrial sector, but sustainable management should not only consider immediate sales but also how to connect with the future. On the working day just before Obon, all the staff members visit the Niida family’s ancestral graves. “It can be confused between public and private, but we all have ancestors, we have Niida now, and we have Niida, so everyone can live. That’s why. Why do we all respect our ancestors. ” It is also the driving force behind the Niida head family to pass the baton to the future, as each employee carries the weight of the past 300 years of history.

“Protect Japanese rice fields” Permanent sake brewery, Niida Honke[Phần 1]


For the next generation, for the next generation

Niida Honke, which has become a sake brewery, where people gather by holding various events

Founded in 1711, Niida Honke has been producing and selling natural rice wine since 1967. Only a portion of sake does not use pesticides, but Mr. Yasuhiko Niida, the 18th generation brewery, said “In 2011, 300 years after our founding, all of our sake. We have set a goal of” making rice without pesticides. ” And finally, 2011. We achieved that goal as stated.

However, on March 11 that year, the Great East Japan earthquake and the Fukushima Daiichi nuclear power plant accident happened. Not only Niida Honke, but also the farmers and processors in Fukushima prefecture have been destroyed by the destruction they have built up until now.

Niida Honke’s sales of Japanese sake also fell sharply. At that time, Mr. Niida’s wife, Maki, was pregnant. Concerned about the effects of radiation, I evacuated to Tokyo. On the other hand, Mr. Niida stays at the brewery to make sake.

“Why should we be treated like this when we are 300 years old?” I had different thoughts. However, from a long-term perspective, I think “If I had been making sake for 300 years, there would have been such great incidents in the past” and I could look ahead. To speak.

About 20 years ago, Mr. Niida became president at the age of 28. My dad was weak and needed to be replaced soon.
“I didn’t want my generation to sell less than my father’s, I thought I would definitely succeed. At that time, I blamed the staff for not being able to sell sake. It was spicy.” heavy weight and patience. It was chasing Mr. Niida.

However, after the nuclear accident, Mr. Niida’s thoughts changed. “Even if consumption falls at your own expense, if you connect rice production and sake brewing in the future, the next generation or the next generation will surely return.”

A dream job that crossed my life

Mr. Niida realized that the “importance of connectivity” was triggered by a nuclear breakdown. In addition, he said that the existence of children was also wonderful. Mr. Niida, whose second daughter was born in the earthquake year. The combination of earthquakes and childbirth strengthened my desire to connect with the next generation.

“Doesn’t mean you don’t need to crush in your generation. Even if you can’t earn rice in your generation and even if you have a big deficit, there are rice fields you can earn. The rice is delicious in my generation That is why I want to continue to grow naturally And the Japanese sake export that I am making now may not be in my generation anymore. However, if the export goes well one day, it will be a child. That is our property.Even if my goals do not come true for me, children and My grandchildren will definitely achieve them I can dream beyond my life I am dead I think it’s great to have a job where you can connect your dreams even later. “(Mr. Niida)

My wife, Maki, also works with me, so my eldest daughter, 8 years old, and my second daughter, 5 years old, spend more time in the brewery everyday. “I hope children will naturally feel that sake is delicious and will be happy to drink it,” Niida said. Sometimes children play by licking their fingers in a wine glass and imitating sake tasting, saying, “This is dry! This is sweet! Is it true?” Right at events organized for customers, it can be seen that they are happily helping with rice harvest and being approached by customers.

Mr. Niida’s children entering and exiting the sake brewery frequently create interaction between staff and children. Mr. Niida wants the current employees working together to work as a family as his son becomes president in the future. Mr. Niida always thought, “I will do whatever I can on my behalf to make my child happily work without difficulty”.

Bring back happy memories of the sake brewery to children

The used water is also a resource that we want to connect with the next generation. We also manage our 100 hectares of mountains to conserve water.

“Connecting with the next generation”. That repetition of that thought sets the stage for Niida Honke’s 300-year history. Mr. Niida, who smiled, said, “The connection is so interesting”, the feeling is not the same as before.

“I will take what my predecessors have done, strive for myself and connect it with the next generation. So will agriculture and sake brewing. Connecting the sake brewery and rice fields is called Niida Honke. It’s Japan. It’s about interculturing. I think we have such an important role. “

As one of them, Mr. Niida is trying to connect old traditions.
For example, on “Tsuchinotomi Day”, all the staff went to visit Mizukami in the mountain behind the warehouse. This is a custom connected by Niida Honke, and it is an annual event to bring red rice to the mountain god, make offerings of red rice and eat red rice together.

At one point, I stopped adoring because I prioritized efficiency, saying, “This is not the case.” In Niida Honke, when he arrived in Obon, he visited a total of 100 graves, including the graves of former employees and the graves of those under the care of his ancestors, which was also the reason why Mr. Niida started not likes old traditions. It is one of them.

However, Mr. Niida, who strongly felt the importance of connecting, revived such a custom. “Thankfully, even in the case of an earthquake and nuclear accident, we can grow rice fields and we can make sake too,” Niida said. I think there are areas out of reach of human”. He.
Currently, I keep on accessing “Kimi no Hi”, at a rate of about every 60 days. And I took the kids over here a few times, and I took them to Obon’s grave as well. In the past, I would have liked to visit Obon’s grave, but I am trying to convey to the children conventions by simplifying it so that they do not like it and cleaning it up in terms of games.

From his own experience, Mr. Niida attaches great importance to “joy”. “When I was younger, I only had happy memories with the company (Niida Honke), so I don’t hate taking over my father’s footsteps. I want the kids to be happy to take over.”

Fostering successors has become a problem, especially in the major industrial sector, but sustainable management should not only consider immediate sales but also how to connect with the future. On the working day just before Obon, all the staff members visit the Niida family’s ancestral graves. “It can be confused between public and private, but we all have ancestors, we have Niida now, and we have Niida, so everyone can live. That’s why. Why do we all respect our ancestors. ” It is also the driving force behind the Niida head family to pass the baton to the future, as each employee carries the weight of the past 300 years of history.

“Protect Japanese rice fields” Permanent sake brewery, Niida Honke[Phần 1]