The new rice brand from Hokkaido, named Yumepirika, can mantain it’s price this season because of it’s quallity. Although good harvest season on rice commodity usually means the prices of rice brands will plunged down. Nowadays, at a major supermarket in Tokyo, Yumepirika is popular among other brand although the price isn’t cheap, around 2,500 yen. Many customers said that the rice is very sticky, yet sweet, and that is Japanese people basic qualification for good rice.
Yumepirika was developed by the researchers at Hokkaido prefectural government's Kamikawa Agricultural Experiment Station in Bippu. Yumepirika consists of two words: "yume," meaning dream, and "pirika," which is the word for "beautiful" in the Ainu language of Hokkaido’s people. Hokkaido was a region that many people consider it was unsuited for rice cultivation because of it’s cold climate. But somehow this brand can prevail, and even compete with another high grade brand like Kishikari brand etc. Yumepirika rice was first sold in 2009. And year after year the brand gets more attention from Japanese rice consumers. In fall 2011, the brand was distributed nationwide, and received the top "special A" ranking from the Japan Grain Inspection Association and at the same time, shocked the other brand competitor.
Hokkaido region is colder than other prefecture throughout the year. That’s why people consider that as disadvantageous for rice cultivation. But the researcher was able to find out a way to turn the cold climate into their advantage. Yumepirika rice plant, uniquely used cold snow water to prevent the breeding of varmints and use of chemicals during the year. This unique characteristic and great achievement also intrigued many researchers around the world on this particular brand.
The new rice brand from Hokkaido, named Yumepirika, can mantain it’s price this season because of it’s quallity. Although good harvest season on rice commodity usually means the prices of rice brands will plunged down. Nowadays, at a major supermarket in Tokyo, Yumepirika is popular among other brand although the price isn’t cheap, around 2,500 yen. Many customers said that the rice is very sticky, yet sweet, and that is Japanese people basic qualification for good rice.
Yumepirika was developed by the researchers at Hokkaido prefectural government's Kamikawa Agricultural Experiment Station in Bippu. Yumepirika consists of two words: "yume," meaning dream, and "pirika," which is the word for "beautiful" in the Ainu language of Hokkaido’s people. Hokkaido was a region that many people consider it was unsuited for rice cultivation because of it’s cold climate. But somehow this brand can prevail, and even compete with another high grade brand like Kishikari brand etc. Yumepirika rice was first sold in 2009. And year after year the brand gets more attention from Japanese rice consumers. In fall 2011, the brand was distributed nationwide, and received the top "special A" ranking from the Japan Grain Inspection Association and at the same time, shocked the other brand competitor.
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