The Harmony of Tradition and Modernity: Iio Jozo Vinegar Brewery
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Miyazu City's Natural and Cultural Allure
Nestled in Kyoto Prefecture, Miyazu City is famous for its stunning Amanohashidate, a natural sandbar that draws countless visitors, making it a popular destination, just behind Kyoto City. Often referred to as the "Sea of Kyoto," Miyazu's charm extends beyond its coastal scenery to its rich agricultural heritage. In February 2022, the terraced rice fields of Kamiseya and Matsuo were recognized as "Connected Terraced Rice Field Heritage" by the Ministry of Agriculture, Forestry, and Fisheries. These beautiful rice fields, known for producing pesticide-free rice, have emerged as a new tourist attraction, celebrated for their safety and exquisite flavor.
The Legacy of Iio Jozo Vinegar Brewery
A prominent establishment in Miyazu is Iio Jozo, a vinegar brewery with a legacy spanning 125 years. Founded in 1893, Iio Jozo has consistently utilized traditional static fermentation techniques to craft its distinguished "Fuji Vinegar." Although this type of vinegar accounts for less than 1% of Japan's market, it is highly esteemed by both professionals and consumers for its unique production process and exceptional quality. The brewery sources its rice locally, adhering to a pesticide-free policy initiated in 1964, inspired by the founder's observations during the first Tokyo Olympics about the ecological effects of pesticides. After three years of collaboration with three local farmers, Iio Jozo transitioned to this sustainable practice.
Commitment to Environmental Stewardship
This commitment to environmentally friendly production not only safeguards the local ecosystem but also provides Iio Jozo with a significant competitive edge. Following Japan's post-war economic expansion, the brewery was passed down to Akihiro Iio's father, who prioritized meticulous product analysis and commercialization. However, with an aging agricultural workforce and the demanding nature of highland terraced farming, many rice fields fell into neglect. In response to this issue, Akihiro's father launched a program two decades ago, engaging Iio Jozo employees in the cultivation of terraced rice fields to maintain the landscape and support local farmers. Today, the brewery purchases rice at three times the price offered by agricultural cooperatives, demonstrating its dedication to fair wages and environmental protection.
Traditional Fermentation Techniques
Iio Jozo's "Fuji Vinegar" is crafted using traditional static fermentation, a method employed by less than 1% of vinegar producers in Japan. While most contemporary vinegar production processes utilize aeration for rapid fermentation—taking only 8 hours to 2 days—static fermentation allows for a natural maturation period of 100 to 200 days. This slower method preserves the flavor and nutritional integrity of the vinegar, resulting in a distinctive taste profile. Iio Jozo exclusively uses rice from the Tamba region, with quantities five to eight times greater than typical rice vinegars. This approach yields a product rich in amino acids and organic acids, providing five times the umami of regular vinegar and a gentler acidity, which can reduce the need for salt, sugar, and soy sauce—contributing to the prevention and management of lifestyle-related diseases.
Innovation in Product Development
In light of the increasing concern over food waste, Iio Jozo introduced "Fuji Pickling Vinegar," a product designed to prolong the shelf life of food while retaining its delightful taste. This innovative product rapidly gained traction in the market, showcasing the company's forward-thinking strategy in tackling modern challenges.
Attracting and Retaining Young Talent
To engage young individuals passionate about the Tango region and Miyazu, Iio Jozo operates an Italian restaurant named "Aceto." Situated in a 120-year-old renovated traditional shop in Miyazu City, the restaurant offers dishes like brown rice risotto prepared with local fish, highlighting the brewery's pesticide-free rice. Although priced at a premium, the restaurant aims to preserve local heritage structures and attract more tourists to Miyazu. By integrating vinegar production into various facets of local culture, Iio Jozo aspires to connect with younger generations.
Balancing Tradition and New Opportunities
Akihiro Iio, the president of Iio Jozo, underscores that the company values not only professional expertise but also teamwork and passion for the product. The ultimate aim for Iio Jozo is to harmonize traditional craftsmanship with the pursuit of new opportunities, fostering positive impacts on society and the environment. By remaining committed to high-quality, eco-friendly products, Iio Jozo continues to innovate while honoring its rich heritage.
A Model of Sustainable Business Practices
Iio Jozo Vinegar Brewery stands as a testament to how businesses can successfully merge tradition with innovation. Through its unwavering commitment to quality, environmental sustainability, and community involvement, Iio Jozo has established a model for sustainable business practices. As the company evolves, it remains steadfast in its core values, ensuring that its products contribute to a healthier and more sustainable world.
