Kenmin Foods Joins as First Sponsor! 'Tajima Pepper Support Project' Launches Again – Eat the Kansai's Top Brand 'Tajima Pepper' to Save Farmers in Crisis!

The National Federation of Agricultural Cooperatives Hyogo (hereinafter 'JA Zen-Noh Hyogo') and Tajima Agricultural Cooperative (hereinafter 'JA Tajima') are launching the 'Tajima Pepper Support Project'. This marks the third year of the initiative, which aims to expand consumption of Tajima Peppers and support farmers by accumulating funds for the introduction of irrigation systems—essential for cultivation amid increasing watering demands due to extreme heat.

This year, Kenmin Foods Co., Ltd. (hereinafter 'Kenmin Foods') joins as a new sponsor, implementing the following four initiatives. Please see the full details below.

① Fund accumulation via direct-from-farm e-commerce site JA Town 'Atsumete, Hyogo.'

※ With sponsorship from Kenmin Foods, 'Kenmin Yaki Bi-ful' and 'One More Veggie Dish at Home Chapche' will be included with selected products.

② Fund accumulation at JA Zen-Noh Hyogo's flagship restaurant 'Kobe Plaisir'

③ Recipe suggestions and tasting events at supermarkets and retail stores, featuring Kenmin products

④ Recipe suggestions at JA Tajima's direct sales outlets, linked with Kenmin products

1. Background and Purpose of the 'Tajima Pepper Support Project'

The 'Tajima Pepper', the target of this support, is a branded pepper grown in the Tajima region of northern Hyogo Prefecture—the largest pepper-producing area in the Kansai region. It is known for its thick flesh, firm texture, and low bitterness.

Sufficient irrigation (watering) is essential to ensure pepper quality and yield. However, due to recent heatwaves, cultivation now requires more than double the water compared to before—5 to 8 liters per seedling daily—increasing the burden on farmers. To reduce labor, the introduction of automated irrigation systems is urgently needed. Yet many farmers cannot afford the high initial costs, making it difficult to continue pepper farming despite their desire to do so.

Therefore, since the previous fiscal year, JA Tajima has decided to provide subsidies for irrigation system installation, primarily targeting new farmers and those planning to expand cultivation, to sustain and enhance the 'Tajima Pepper' brand and harvest volume.

Please help protect the future of 'Tajima Peppers'—grown through nature's blessings and farmers' dedication—by your act of 'support through eating'.

2. Project Overview

For more details, please visit the special feature page below.

・'Tajima Pepper Support Project' Special Page:

https://www.ja-town.com/shop/contents3/5401/TajimaPman.aspx

(1) Initiatives Leading to Fund Accumulation

① Fund Accumulation via JA Town 'Atsumete, Hyogo.'

Period: July 17, 2026 (Reiwa 8) to end of October (ends when 'Kenmin Yaki Bi-ful' and 'One More Veggie Dish at Home Chapche' run out)

Details: For every box of 'Tajima Pepper'-related products purchased on JA Town 'Atsumete, Hyogo.', the 'JA Tajima Pepper Council' will set aside 100 yen as support funding for irrigation system installation.

Additionally, with sponsorship from Kenmin Foods Co., Ltd., the first 300 customers who purchase eligible products will receive 'Kenmin Yaki Bi-ful' and 'One More Veggie Dish at Home Chapche' as gifts, promoting consumption through recipe suggestions that pair well with peppers.

・Featured Products Page: https://www.ja-town.com/shop/e/etabeteou/

② Fund Accumulation at JA Zen-Noh Hyogo's Direct-Managed Restaurant 'Kobe Plaisir'

Period: August 1 to August 31, 2026 (Reiwa 8)

Details: For each qualifying course ordered, 100 yen will be allocated as support funding for irrigation system installation.

・Restaurant Website: https://kobeplaisir-honten.jp/

(2) Initiatives to Raise Awareness and Expand Consumption

① Supermarkets and Retail Stores

At Tajima Pepper sales areas, Kenmin Foods' 'Kenmin Yaki Bi-ful' will be displayed. Tasting events and recipe distribution using Tajima Peppers will be conducted to encourage home cooking and stimulate demand.

② JA Tajima Farmers' Market 'Tajimanma'

At Tajima Pepper sales areas, Kenmin Foods' 'Kenmin Yaki Bi-ful' will be displayed. Recipe distribution using Tajima Peppers will be conducted to encourage home cooking and stimulate demand.

・Store Website: https://www.ja-tajima.or.jp/tajimanma/

3. Support Achievements

This project has been implemented since the previous fiscal year, with the following support received.

(2024 Fiscal Year)

Total Orders for Supported Products: 412

Total Fund Accumulated for Irrigation System Installation: 41,200 yen (already used as funding for irrigation system installation)

(2025 Fiscal Year)

Total Orders for Supported Products: 288

Total Fund Accumulated for Irrigation System Installation: 28,800 yen (scheduled for use in 2026 fiscal year as irrigation system installation funding)

Thank you to everyone who has supported us.

We appreciate your continued support this year as well.

4. About Kenmin Foods Co., Ltd.

Founded in Kobe in 1950, Kenmin Foods is a vermicelli specialist manufacturer with approximately 43% share of the domestic vermicelli market—the largest in Japan. Named after founder Kenmin Takamura, the company's philosophy is to provide health (Ken) to the people (Min). Its flagship product, 'Kenmin Yaki Bi-ful,' launched in 1960 as the world's first instant stir-fried vermicelli. It is certified by Guinness World Records™ as the 'longest-selling instant stir-fried vermicelli brand.' The company also specializes in rice-based processed foods such as pho, rice pasta, and rice paper. In 2020, it launched 'GF RAMEN LAB' by developing authentic rice-flour Chinese noodles under the slogan 'Ramen for Everyone!' It opened a permanent gluten-free ramen store at the 2025 Osaka-Kansai Expo, attracting over 90,000 visitors. Recognized as a Regional Future-Leading Enterprise in 2018 and a Hyogo Only-One Enterprise in 2020. Official Partner of Vissel Kobe in the Meiji Yasuda J1 League since 2019.

https://www.kenmin.co.jp/

5. Organization Overview

Name: National Federation of Agricultural Cooperatives Hyogo (JA Zen-Noh Hyogo)

Address: 1 Kaigan-dori, Chuo-ku, Kobe City, 650-8666

Official Website: https://www.hg.zennoh.or.jp/

Official Instagram: https://www.instagram.com/ja_zennohhyogo/

6. Inquiries

Planning and Public Relations Section, Management Department, National Federation of Agricultural Cooperatives Hyogo (JA Zen-Noh Hyogo)

Contact: Doi

TEL: 078-333-6034

Email: [email protected]