MISSION

 

With endless possibilities of flour milling, we create innovation that is “Shihou Yoshi” from Okayama

 

Our company is based on the philosophy of “SHUHARI,” a concept rooted in Sado and Budo since ancient times. In the 1970’s, we succeeded in developing a milling machine and became the first company in Japan to sell rice flour for bread. Carrying on the attitude from our predecessor “continuing one thing without compromising on quality,” we have pioneered the unknown fields of flour milling by taking what we have learned through trial and error making white and brown rice flours, and applying them in processing of powder from materials such as soy beans. We value the idea “break things down to create and reconstruct,” without any existing stereotypes holding us back.
Another concept we support besides “SHUHARI” is “SANPOU YOSHI,” which translates into “good for the buyer, seller, and the world.” What we aim for is “SHIHOU YOSHI,” with “future” added as the fourth element. As the Japanese “mottainai” spirit and sustainability are becoming global standards today, we believe that milling technology has immense potential to grow. For instance, how would our future change if stems and skins from food ingredients that are often discarded despite its high nutritional content and flavor were turned into powder instead? Eliminating trash and the cost of disposal means less impact on the environment.
Okayama is known as “the sunny country” because of its nature and warm weather. It is an area that produce may fruits and vegetables. With the endless possibilities of flour milling, creating innovation that is “SHIHOU YOSHI” from Okayama is our vision for the future.

 

CEO   Miki Okabe

MISSION

 

With endless possibilities of flour milling, we create
innovation that is “Shihou Yoshi” from Okayama

 

Our company is based on the philosophy of “SHUHARI,” a concept rooted in Sado and Budo since ancient times. In the 1970’s, we succeeded in developing a milling machine and became the first company in Japan to sell rice flour for bread. Carrying on the attitude from our predecessor “continuing one thing without compromising on quality,” we have pioneered the unknown fields of flour milling by taking what we have learned through trial and error making white and brown rice flours, and applying them in processing of powder from materials such as soy beans. We value the idea “break things down to create and reconstruct,” without any existing stereotypes holding us back.
Another concept we support besides “SHUHARI” is “SANPOU YOSHI,” which translates into “good for the buyer, seller, and the world.” What we aim for is “SHIHOU YOSHI,” with “future” added as the fourth element. As the Japanese “mottainai” spirit and sustainability are becoming global standards today, we believe that milling technology has immense potential to grow. For instance, how would our future change if stems and skins from food ingredients that are often discarded despite its high nutritional content and flavor were turned into powder instead? Eliminating trash and the cost of disposal means less impact on the environment.
Okayama is known as “the sunny country” because of its nature and warm weather. It is an area that produce may fruits and vegetables. With the endless possibilities of flour milling, creating innovation that is “SHIHOU YOSHI” from Okayama is our vision for the future.

 

CEO   Miki Okabe

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