Yuwaeru

Yuwaeru Inc., founded on February 4, 2009, by Yoshitaka Ogino, is a Japanese company dedicated to redefining modern dietary habits by reintroducing brown rice into the mainstream. The founder's journey began with a realization that many prevalent health issues, such as lifestyle-related diseases, could be addressed through dietary improvements. Ogino's time at a consulting firm, where he witnessed clients improving their health through diet, sparked the idea for the business. This experience, combined with a rediscovery of Japan's rich natural environment and concerns over its declining agricultural sector, solidified his mission to create a sustainable business that promotes health and revitalizes local traditions.

The company's core business revolves around its signature product, "Nekase Genmai®" (aged brown rice), a registered trademark of Yuwaeru. This unique product is made by pressure-cooking brown rice and then letting it mature for several days, resulting in a surprisingly soft,モチモチ (mochi-mochi) texture and enhanced flavor that overcomes the common barriers to brown rice consumption. Yuwaeru's business model is a multi-channel approach. It operates a direct-to-consumer (D2C) business through its online store, selling pre-packaged, ready-to-eat Nekase Genmai® meals, which have sold over 19 million units. This is complemented by physical restaurant and grocery locations, such as its flagship store in Kuramae, Tokyo, which offer customers a direct experience of the "one-meal-a-day-with-brown-rice" lifestyle. The company also engages in B2B operations, including wholesale distribution and OEM manufacturing for other businesses.

Beyond its staple rice product, Yuwaeru offers a range of complementary health foods, including curries, amazake (sweet fermented rice drink), and a fermented supplement called "Hakko Five". The company's philosophy, "Kenko, tte 70-ten de ii" (70 out of 100 is good enough for health), promotes a balanced, stress-free approach to healthy eating, suggesting that incorporating just one brown rice meal a day is a sustainable step toward better well-being. By making brown rice delicious and convenient, Yuwaeru aims to solve health problems, address food scarcity, and contribute to a more sustainable society. The company was acquired by Zen-Noh, although the date of acquisition is not specified.

Keywords: health food, brown rice, Nekase Genmai, aged brown rice, Japanese food, D2C, food tech, wellness, dietary habits, sustainable food, Yoshitaka Ogino, Kuramae, meal delivery, e-commerce, OEM food manufacturing, healthy lifestyle, Japanese restaurant, food retail, food innovation, Zen-Noh