【Tragic】Sustainability to save farmers

[Idawashi] Sustainability That Saves Farmers

The Tsugaru dialect word "idawashi" translates to "mottainai" (too good to waste), but it carries a warmer nuance—one of deep attachment to the object and a heartfelt regret at seeing it go to waste.
We refuse to view crops that have been scarred by extreme weather or sudden disasters and deemed ineligible for market as mere "inevitable waste." Those crops are packed with the sweat and time poured into them by our farmers.

OUR COMMITMENT

Our Promise: Valuing Worthy Produce with Fair Compensation

There is one absolute rule for our "Idawashi Project": we never "beat down the price" when purchasing damaged crops. Taking advantage of someone's misfortune by purchasing their goods at a discount does nothing to support the community. To ensure our farmers suffer no losses, we purchase everything at regular market prices. Rather than one-sided exploitation, we aim for substantial reinvestment into the community to build a sustainable future together. That is what we define as true local co-creation.

3 Rescue Records: Standing Up Against the Fury of Nature

Ripe Melon Rescue Melon Milk
Disaster Relief: Heavy Rain Damage

Ripe Melons: Purchasing Entire Fields Before They Submerge

When heavy rains flooded melon fields and threatened the entire harvest of perfectly ripe melons with destruction, we purchased the entire crop at fair market value. We captured the full, juicy sweetness and aroma of these melons to transform them into a premium brew.

Brewing Result: Melon Milk Beer
Dake Kimi Rescue Special Pale Ale
Climate Relief: Heatwave Damage

Dake Kimi (Corn): Saving a Stunted Brand Crop

Record-breaking heat waves prevented Aomori’s prized "Dake Kimi" corn from growing to full height, rendering them ineligible for the market despite their exceptional flavor. We purchased the entire crop at fair value and utilized their rich sugar content as a luxurious adjunct ingredient.

Brewing Result: Special Pale Ale
Sunburn Apple Rescue
Quality Relief: Sunburn Damage

Sunburn Apples: Purchasing Entire Lots from Over 10 Farms

We supported over 10 local apple farmers whose harvests were aesthetically damaged by intense sunlight (sunburn) but remained delicious. We looked past the visual standards to pack the true, authentic flavor of Aomori into every glass.

Brewing Result: Saison / Cider / Aomori Ale, etc.