JFOODO: Developing perfect miso recipes for American cuisine to help popularize Japanese miso in America

TOKYO–(BUSINESS WIRE)–The Japan Food Product Overseas Promotion Center (JFOODO) is taking various initiatives to boost the brand image of Japanese-origin miso in the United States with the aim of encouraging more people to use it.

The United States is Japan’s largest miso buyer, accounting for 25% of the country’s total miso exports in fiscal 20201. The United States is also seeing increased interest in fermented foods as part of the growing popularity of healthy eating habits. JFOODO goes beyond promoting the health benefits of miso as a fermented seasoning to highlight its many characteristics and types, as well as its versatility and ease of use in a variety of recipes. We hope these initiatives will spark even greater interest in miso among US consumers.

This year, the organization decided to target consumers who cook regularly and live in areas believed to have high market potential (New York, San Francisco and Los Angeles area). We asked local recipe bloggers to develop miso recipes and launched our new Japanese miso brand site. JFOODO has also created an online consumer community and taken steps to provide consumer-led cooking and tasting experiences to promote the great characteristics of Japanese-origin miso while empowering people to prepare it. .

1Trade Statistics of Japan (Ministry of Finance)

American recipe bloggers have developed new recipes that are changing the way people think about miso!

Miso is a highly nutritious probiotic fermented food that supports digestion, absorption and overall gut health. Yet studies of US consumers reveal that while nearly half are inclined to eat or buy miso at a restaurant or retailer, only one in four buy it to cook at home. When asked why they don’t buy miso for home use, the most common response was that they don’t know what to do with it.2. JFOODO decided it needed to expand the potential of Japanese-origin miso in the United States, so it selected three American influencers who are passionate recipe bloggers to ignite people’s desire to cook and eat miso. We also worked with bloggers to develop four recipes that incorporate miso into everyday American dishes.

2Miso in the United States: Quantitative Consumer Survey by JFOODO

Benefits of miso published on a new Japanese miso brand site

JFOODO also launched a new Japanese miso brand site in English to communicate the key features of miso to everyday US consumers as well as restaurant and retail shoppers. Developed under the supervision of the Japan Miso Makers Cooperative Federation, the site provides a wealth of information on miso, including its different types, characteristics, and health benefits. The site also features our newly developed recipes, products from Japanese miso makers that export to the United States, and recipes designed to highlight the great characteristics of miso – so even American consumers unfamiliar with miso can also have a basic understanding of it. such as easy access to Japanese miso products that they can buy locally and ways to cook with them.

Japanese miso brand websitehttps://miso-jfoodo.jetro.go.jp/en/index.html

Other initiatives

Consumers experience miso for themselves through an interactive online community

To give American consumers the opportunity to experience the delights of Japanese miso, JFOODO created an online community where those interested in miso could interact with each other while gaining access to a wealth of miso information. . The response was overwhelmingly positive, with two thousand people signing up to join in twenty days.

We selected 200 who were particularly interested in miso cooking and active on social media, and sent them a package containing Japanese miso and the four recipes we developed for them to cook and try for themselves. themselves.

Special partnership with an American food media

We reached out to US cooking media MILK STREET to create articles, podcasts, online cooking events and other communication tools targeting cooking enthusiasts in the US so we can spread awareness of the great potential of miso Japanese. The articles featured a new recipe for miso-glazed grilled salmon, while we also shared a recipe on a podcast that is currently enjoying great popularity. We also hosted an online cooking event for the general public, featuring two original miso recipes: Seared Steak with Miso Butter and Grilled Broccoli with Miso Vinaigrette.

5 surprising ways to use miso: https://www.177milkstreet.com/2022/02/5-ways-to-use-miso

The best way to use miso: https://www.177milkstreet.com/2022/03/the-best-way-to-use-miso

What is miso and how do I use it? :https://www.177milkstreet.com/2022/02/what-is-miso

Food thieves: missing cows, fake fertilizer and stolen almonds (podcast): https://www.177milkstreet.com/radio/food-thieves-missing-cows-fake-fertilizer-and-heisted-almonds

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