Notice of Article Publication_Jaran_April-May 2021 Issue
An article is published in the April / May issue of Jalan, which features a long-established renovation. We believe that renovation is the most effective solution for pursuing the sustainability of traditional industries in rural areas, where various issues such as climate change, environmental changes due to technological innovation, and adaptation to modern life are piled up.
Improving the living and working environment will lead to an improvement in living culture, and it will be possible to pursue new value while following the legacy that remains in the brewery. The cafe department is positioned as a part of it, and you can taste innovative dishes and products using new yeast. What will the values and traditional industries that continue from the past to the present move toward the future, change and leave behind? Experiments through the business will continue. We hope that you will come to our company and experience it with many people.
Experience the latest fermented food at a long-established store that has been in business for 3 years.
A miso brewer that has been around since the late Edo period. The current 7th generation has added an innovative vision to tradition and converted the factory into a shop-in-cafe. It can be said that it is a brewery at the forefront of the world’s fermented food movement, such as new products using the uniquely extracted “patent application Viamver yeast” and application to fermented gourmet foods. I want you to feel free to experience the taste of Only One.
In a society that coexists with infectious diseases, the living and working environment is changing drastically. Many students are in the midst of that change, and each continues to explore. Yamamo’s internship is also under the influence, and I feel that the number of students who are aiming for our company is increasing to ask for the formulation of a new vision and the preparedness that accompanies it.
Sato has been connected since he was a high school student, and he has heard that he has passed Akita International University. She met a few years later, she was as straightforward as she used to be, and she had her own style while being humble about her learning. The apparel industry she desires has some applicability to many other industries, and while she is in her different industry, she develops hybrid products, services and organizations in her area of expertise. I think that we will go. Since she is in the second grade, she will be on the scene as a staff member during her studies such as long vacations. I look forward to her. _internreport
When I was in the third year of junior high school, feeling the difficulty of living in Japan and dreaming of studying abroad for a long time, I met Yasushi Takahashi, the 7th generation head of Yamamo Miso Soy Sauce Brewer. I still vividly remember talking to me about my future dreams since then. After that, my wish came true and I went to Germany for a year from the summer of my first year of high school. Every day I met people, languages, food, everything was inspiring. At the same time as I was exposed to different cultures, I also realized the charm of Japan that I had never known before. After graduating from high school and going on to Akita International University, I was forced to work as a member of Yamamo when Yasushi called out to me, who only went to the computer every day from morning till night due to corona. It was decided. In addition to conversations with customers who come to the store, we will maximize the appeal of Yamamo, which cannot be learned in class, through active conversations that are exchanged within the company on a daily basis and tasting of course menus conducted by all cafe staff. I witnessed the management method and branding that I can fully feel the commitment to.
Right now, my experience at Yamamo is invaluable to me, who is interested in marketing and branding in the apparel industry. While it has the Japanese character of being a brewery of miso soy sauce that has been around for a long time, it is said that this space, which is not Japanese in a sense, creates the Yamamo character by removing the difficulty of living in Japan that I felt as a child. think. I am grateful that you will continue to work in the future, and I will do my best to give Yamamo a new breeze.
Nene Sato Yamamo Miso and Soy Sauce Brewing Company, intern at the Social Change Division. After studying abroad in Germany for a long time in high school, she entered Akita International University, and is currently studying with the goal of going back to Europe to study in the summer of 2022.
The “society”, which is the activity of a group of individuals, needed a philosophy and philosophy that showed its existence from the beginning. Technology is increasing the impact individuals have on society and accelerating the pace of change. Thoughts and philosophies change with the times in a changing society.
We imagine what the desired society should be, and set up flags of thought and philosophy, We will run the company as a social activity. While accommodating social ethics from local and environmental resources, individual health to collective mental health, We will pursue the dreams and happiness of each employee.
If this vector is reversed, individual dreams and the pursuit of happiness within the company will lead to social change, You can continue to work in the world. The society we want can be achieved if we can raise our own flag.
世界の食文化と和の調味料が融合し、進化していくことを理念“Life is Voyage”とし、2012年に貿易のアウトバウンドを開始。翌年にはGOOD DESIGN賞受賞。蔵元に残るレガシーを捉え、工場に隣接するファクトリーストア、水神の回遊式庭園、ガーデンカフェ、I.L.A. GALLERY、ASTRONOMICA（研究チーム）を整え、その土地ならではの蔵元固有の総合体験をご提供し、産業にアートとインバウンドツアーを実装しました。10年に渡る試験醸造から果実香と旨味を醸成する特許出願微生物Viamver（ヴィアンヴァー）酵母を発見し、味噌醤油製品のみならずカフェメニューや肉魚の加工品、ワインや飲料に応用し、新たな発酵の世界を追求しています。私たちは、伝統を創造性と美意識によって再構築することを試みています。
[What are you doing]
Yamamo Miso and Soy Sauce Brewing Company is a miso soy sauce brewer that has been in business since 1867. In the Iwasaki area where we are located, there is Kashima who protects this area from the end of Heian period, and it is a land rich in water resources where the tragic story about water handed down from the 14th generation of Iwasaki castle and the legend of Nohhime of the three great legends of Akita remain. In the late Edo period at the end of the Edo period, our founder, Shigesuke Takahashi, started the brewing business from the blessing of the underground water of the legendary Minase River, and has been brewing for more than 150 years in the seven generations.
Under the philosophy of “Life is Voyage” that the world’s food culture and Japanese seasonings are fused and evolved, we started outbound trade in 2012. The following year, he received the GOOD DESIGN Award. By capturing the legacy that remains in the brewery, we have prepared a factory store adjacent to the factory, a migratory garden of water-god, a garden cafe, and an ILA GALLERY, ASTRONOMICA(Laboratory), providing a comprehensive experience unique to the brewery unique to that land, and implementing art and inbound tours in the industry. Did. We have discovered a patent application microorganism, Viamver yeast, that cultivates fruit flavor and umami from 10 years of trial brewing, and applies it not only to miso soy sauce products but also to cafe menus, processed meat and fish products, wine and beverages, and develops a new world of fermentation. I am pursuing. We are trying to reconstruct tradition with creativity and aesthetics.
Yasushi Takahashi of the seventh generation, Mosuke Takahashi, gives his vision of Yamamo. As with so many traditional industries in our time, I was by no means a man who wanted to continue the family business. My parents allowed me another way and I was a architect’s way of learning freely, there is no new building that I want to build, for example, it is new in a historical building like “Kunio Maekawa House” I came to want to live a life with a culture. Then I decided to continue my family business.
When I went to the world to confirm our standing position, I thought that this is what I should do for the seventh generation. Views of developed countries that could not be seen only through economic activities. Advocate it for the countries that will rise. Considering the next richness as valuable economic activity, I, who engage in traditional industries, thought that I should convey these as unwavering value. To create a new road, you need a margin. The long-lasting industry is no exception, and the part that is cut off is painful. To do that, we need to identify the part from various cultural aspects. The traditional industry, which continues for several generations, is exactly these gifts. Therefore, it is stable and has conflicting dangers. On the other hand, historical things have compassion and beauty that one generation cannot produce. We believe that this sense of values must be timelessly spun.
The success of business is the key to traditional industries because of the issue of the owner. I feel that the 7th generation is not at the level where I succeeded to the family business, but instead as an organization. We are looking for new traditional industries to move into the future. We are in the process of building an organization that can create an era with new values, without being caught up in the established concept of traditional industries. We believe that it is necessary to bring about such success and success because it is Akita, which is a region where it is difficult to inherit the culture due to population decline.
At Yamamo, we are looking for colleagues who have the same aspirations and are engaged in traditional industry with a better future. I think that most of our business operations are sober and steady. In addition, there are seasonal works such as fences and snow removal that are unique to snowy countries, and repair of old houses. You may also spend some time during unproductive times and protecting your family business. However, I believe that the things that have found fun and accumulated history and experience can sometimes change the world.
Based on traditional industries, we develop products and jump out into the world. There, we meet new friends and cultures, mix them with the individual values, and make products again. I am looking for a friend who can be a traveler while being a craftsman who can go through this cycle. For those who have individual special skills such as artists and creators, we will use their abilities to create value by creating and exhibiting in our vacant rooms and spaces, mixing with traditional industrial technology, individual activities I would like to support the culture and connect the culture to the next generation.
I, the 7th generation, consider that the next-generation Mor, who positions the characteristics of the brewery in the future, is the person who created the next era after the stacking era where he knew the manufacturing site. First of all, I would like to firmly study “creative accumulation”, which is the basis of culture and art, as an engineer, and create creative value as a group of parties. We hope to be able to move forward with bright and powerful colleagues who have dreams, can open up unknown matters and undeveloped areas.
Yamamo Miso and Soy Sauce Brewing Company TAKAMO & Corp. Yasushi Takahashi, 7th generation
Report on Program Broadcast_Self-indulgence! Leave your mood! Traveling
Winter of this season was hit by historical heavy snow. We introduce the efforts of our Yamamo “Self-indulgence! Leave your mood! Traveling DANMITSU and GANBAKU Akita! Local Recommended Tour”. We had some of the course cuisine. You can summarize the contents in the digest and see it in videos. Although there is no digest, I was a good experience that I received an exchanges with Jonas with German Chef and Glieu wine, meat fish, and I had an impression. When I was backing for shooting, I would like to bring it back to the staff and the performers, and after delivery to the staff and the performers, the staff members were able to use our company as a customer of eating and drink I’m glad. _mediainfo._tv
After program broadcasting, we have realized the impact of program broadcasting, using voice and courses of many regions. The main “FERMENTED COD ROTILE” and “FERMENTED LAMB GRILLER” provided by a program is provided on weekends only. I would like to experience a meal experience by Viamver yeast that fosters unique umami.