OUR MISSION
To introduce delicious vegetables uniquely developed in washoku culture to gardens and kitchen tables around the world by connecting growers, the food industry and consumers.
THE OISHII NIPPON PROJECT
Tokita Seed Co. is one of the most well-established seed companies in Japan, with over 100 years of expertise in breeding top quality vegetable varieties. The Oishii Nippon Project was launched by Tokita to bring these uniquely developed and delicious vegetable staples of Japan’s Washoku culture to countries around the world, offering a holistic Seed to Table approach in the cultivation, preparation, and enjoyment of these healthy vegetables. Meet the farmers, enrich your palate, grow at home, and connect to your food – from seed to table.
OISHII NIPPON VEGETABLES
In the history of more than 1000 years of washoku culture, vegetables have been uniquely developed in pursuit of better tastes and growing climates, and are now a part of the wide variety of vegetables used in Japanese cuisine.
Oishii nippon vegetables, which translates to Delicious Japanese Vegetables, are essential to the taste and variation of Japanese food, and the longevity and health of the Japanese people.
WASHOKU
When we think of Japanese food, images of fresh sushi rolls and steaming bowls of ramen may come to mind; but the world of washoku is so much more diverse and profound – so much so that it was designated as an intangible cultural heritage by UNESCO in 2013.
Washoku has a strong emphasis on seasonal ingredients, balanced natural flavors, culinary technique and aesthetic presentation. A traditional Japanese family-style meal consists of rice and ichiju-sansai – three seasonal entrees and a soup. A more formal, multi-course meal, or kaiseki, involves multiple elegantly-presented seasonal dishes made from simple, but exceptional quality ingredients.
SUSTAINABILITY AND RESPONSIBILITY
We believe the best foods are grown locally and enjoyed seasonally. Eating locally-grown food reduces fossil fuels and emissions by eliminating the need for transport, storage and packaging materials. Seasonally-planted crops are rotated throughout the year, which increases soil fertility, promotes biodiversity, reduces waste, and allows for holistic or organic integrated pest management. Our non-GMO seeds are developed through strategic plant breeding over multiple generations to thoughtfully produce the desired traits and characteristics of our delicious, healthy vegetable varieties.
HOW MANY VEGETABLES CAN YOU SPOT?
The Oishii Nippon logo is an homage to ukiyo-e – a genre of Japanese art that flourished during the Edo period. You might recognize ‘The Great Wave off Kanagawa’ (c. 1829-1833) by Katsushika Hokusai, which is perhaps the most well-recognized work of ukiyo-e today.
We chose to honor ‘The Great Wave off Kanagawa’ through our logo design, with the hopes that one day the rich and unique varieties of Japanese vegetables will become as well-recognized around the world, like the work of Hokusai.