To Toyosu, the 7th Year. "Hida no Abare Ayu" Wild Ayu—Over 20cm on Opening Day, Master Murota Praises This Year's Catch.

Hidakara Co., Ltd. (Location: Hida City, Gifu Prefecture) held the first shipment of wild ayu caught in the lower Miyagawa River fishery cooperative in Hida City at Toyosu Market on June 25, 2026. This marks the 7th year of our efforts to brand these ayu as "Hida no Abare Ayu." We received significant anticipation from urban restaurants and other establishments even before the opening day, and we were able to successfully commence the season.

This year's shipment process was overseen and selected by Masaru Murota, a legend in the ayu fishing world. Ayu meticulously selected by the master's discerning eye, who knows ayu inside and out, will be delivered through Toyosu to dining tables and renowned restaurants in Tokyo. "Hida no Abare Ayu" is characterized by its strength and liveliness, setting it apart from ayu from other regions. We are extremely pleased to deliver the bountiful blessings of Hida's rivers to everyone once again this year.

This Year's Ayu Catch: "The Aroma and Sliminess Are Incredible"

Large ayu exceeding 20cm were caught one after another from the opening day, marking an even better start than usual this year. Mr. Masaru Murota, known as a legend in the ayu fishing world who relocated to Hida, highly praised this year's catch, stating, "The aroma and sliminess are incredible." The first shipment has already been confirmed for use in high-end restaurants in the Kanto and Kansai regions.

Mr. Masaru Murota selecting ayu that have been chilled in ice.

Three Reasons Why "Hida no Abare Ayu" is Delicious

1 Forests Nurture Rivers. Hida City is 93% forest, with deciduous trees making up about 70% of it. Deciduous trees shed their leaves annually, which are decomposed by microorganisms, becoming nutrients for the soil. Winter snowmelt water passes through the soil, carrying abundant minerals as it flows into the Miyagawa River. This connection between the forest and the river is the foundation of the taste of Hida's ayu. The Miyagawa River, with its natural features and large rocks.

2 Stone Algae Makes Ayu Grow Large. The Miyagawa River is rich in large, rolling rocks and stones, the surfaces of which are covered with algae (diatoms) known as stone algae. The clearer and more mineral-rich the water, the more types of algae proliferate. Ayu grow large by scraping this stone algae with their lips and teeth.

3 Lively Ayu Have Firm Flesh and Distinct Aroma. Ayu raised in this manner in the Miyagawa River grow so vigorously that they bend the fishing rods when caught. They are characterized by their firm flesh, moderate fat content, and high aroma. It was this ayu that led Master Murota to decide to move to Hida after visiting rivers all over the country.

About "Hida no Abare Ayu"

"Hida no Abare Ayu" is a brand of ayu from Hida that Hidakara Co., Ltd. has been developing since 2020. Masaru Murota, a master angler who knows ayu nationwide and founded a professional ayu fishing association, was so impressed by these ayu, calling them "Japan's most spirited ayu," that he decided to relocate to Hida. In addition to selling nationwide via mail order, since 2020, we have also started wholesale to Toyosu, and partnerships with Michelin-starred restaurants in Tokyo and Keio Store.

Through the branding of ayu, we aim to increase the value of Hida's ayu and establish "Ayu means Hida" and "Summer in Hida means Ayu." To this end, we released the Hida Ayu Map in 2023. An experience to fish "Hida no Abare Ayu" with Master Murota, offered as "Old Man Rental" in the Hida City Furusato Nozei (hometown tax donation) program, is also popular. Ayufishing experiences with Master Murota for the summer of 2026 are already sold out.

【Company Profile】

Company Name: Hidakara Co., Ltd.

Location: 12-12 Yukiei-cho, Furukawa-cho, Hida City, Gifu Prefecture

Founded in 2019. We help discover and showcase the charms of the Hida region, including "Takara Momo of Hida" and "Hida no Abare Ayu." We took over the Miyama Tofu Shop in Shirakawa Village and manufacture regional food products such as Ishidofu and Suttate. We also provide support to local governments in Gifu and Aichi Prefectures. 50 employees.

Corporate Site: https://hidakara.com/

【Contact Information】

Hidakara Co., Ltd. Contact: Iwata, Yamakawa

Phone: 0577-57-8300

Email: [email protected]