“Noto Wajima Rice Story” tells about the charm of the area while selling rice

Know the position of your rice by eating and comparing

Each farmer’s rice ripe rice is contained in a cube-shaped box. Notowajima’s natural environment and festivities, the caricatures and emotions of rice farmers, and the accompaniment of rice plants on Notowajima.

“Noto Wajima Rice Story” was born in cooperation with Wajima city, Ishikawa prefecture and nine rice farmers in Wajima. Each of the nine types of rice is named after local tourism resources, such as the natural environment, buildings and festivals, such as “Yukiwari grass rice”, “Soujiji rice” and ” Rice festival Kiriko. ” ..

This product development project started in 2014 with the help of rice farmers who wanted to sell rice directly to consumers. We asked the branding company “Bespoke” in Meguro-ku, Tokyo to develop the product so that each of the rice farmers could assist us in making the product.

Rice cookers are lined up at the conference venue organized by Bespoke, town hall staff and rice farmers in Wajima city. A total of 11 types of rice are produced by 9 rice farmers like “Koshihikari” and “Noto Hikari”, Uonuma rice in Niigata prefecture, which is usually prized and rice, the lowest priced rice at supermarkets, to be listed. I started by hiding the manufacturer’s name and comparing them.

“Many rice farmers only eat their rice, so I wanted to get to know other companies first,” said Toshiki Nagata, Bespoke’s brand strategy and representative and consultant. Shiki) -san. “By eating and making comparison, we will help them understand their standing position and the overall feelings of the customer, and then think of how to produce their own product. It is a workshop to stand in.

“Sweet”, “distinct scent”, “refreshing”, “light”, “scent”, “sticky”, “glossy”, “matching side dishes” … At the workshop, I recorded their eating experiences and compared on one sticker, and received similar reviews for rice from the 5-star Rice master. After that, I came to the conclusion that “the popular consumer may not have a clear understanding of the difference in the taste of rice …”.

A place where shy people can speak without using horizontal characters

The farmers ripe rice while comparing each grain of rice

When it comes to product development, most of the rice farmers in the “Noto Wajima Rice Story” are in their 60s. I’m not familiar with the words “brand” and “concept design”.

So Bespoke thought, “Don’t use horizontal characters.”

For example, I gave a lecture on branding without using horizontal characters, such as interpreting “vision” as “goal”, and then on.

Also, seeing that there are people who care about seniority, shy people, and many different people in the rice farmer, write and stick a label when making opinions so that people can easily come up with it. opinion. Using such methods, we carefully elevate each thought.

The feature of the Bespoke workshop is that it takes place on the side of the rice farmer. “Rice farmers tend to put their problems first, like how much they have to sell and how they understand it from a production and management standpoint. What will it taste like? Mr. Nagata said: “What kind of emotions do we put into, what situations to buy, how to give people, etc., I see a different perspective”.

At subsequent seminars, rice growers will be asked what kind of rice they would like to eat if they are a housewife in their thirties and what kind of rice they would like to eat if a man in their fifties. . I changed it and got it imagined.

By sprinkling these “thinking devices”, the rice farmer was able to dig deeper and think.

Because it is rice, the product is oriented to “community development”.

Workshops are proposed in an atmosphere where everyone can speak easily regardless of seniority

When I asked the rice farmers about their “emotions” and “goals” at the workshop, they said: “No one will succeed in old age. If it leads to efforts to increase the number of people. The child wants to be a farmer. ” If it leads to an initiative that can be taken, “he said. The problem is not simply to sell rice and make a profit, but the real purpose of the rice farmer is to develop products. Selling rice must be associated with the “community development” of Wajima.

After eating and comparing, the rice growers concluded that “the common customer does not understand the difference in taste of rice” said that Wajima’s rich “rice companion” with sea and mountains, Natural school and We have turned to selling “sightseeing” as festivals as a set. Then, themes “popularizing Wajima’s charm with rice and side dishes” and “letting them travel to Wajima while eating rice” emerged.

Until that time, the “competition” of rice farmers in Wajima was, in a broad sense, rice from all over Japan. In a narrow sense, it is a special product of Notowajima. However, by emphasizing the unique charm of “Notowajima’s nature endowed environment”, we can have a “weapon” that can beat rice all over Japan, and “must eat it. with side dishes and seasonings. ” By focusing on the unique characteristics of rice, we led to unprecedented product development, such as adding the “competition” of many Notowajima specials to “friends”. ours.

A gift of 9 rice each

The idea born after two workshops is “Wajima rice with side dishes”. The product is a vacuum pack that includes 2 go and comes in a cube box. On the front of the nine types of boxes, the natural environment of Notowajima and the scenery of each festival that the rice farmer wants to cherish is painted, one side is the portrait of each rice farmer, and the other is the Rice side dishes are introduced by rice farmers such as “Iwanori no Tsukubuki”, “Nasu no Funaki”, and “Saba no Nasu-zuke”. If you make nine boxes, the scene will be linked together, and if you look closely you can see an illustration of a traveler with a bowl of rice in one hand. It is said that tours will be held in the future so that people can travel to Wajima while enjoying rice and side dishes in Wajima lacquered rice bowls like this pack.

The sale of rice will lead to the regional development of Notowajima. The “Noto Wajima Rice Story”, born through a unique workshop, has the potential for such new rice.

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