Kobe-based Kenmin Foods Joins Support Project for Tajima Pepper Farmers, Promoting Sustainable Agriculture through 'Eat to Support'

Kenmin Foods Co., Ltd. (Kobe, Hyogo Prefecture; President: Yuki Takamura), the No.1 brand in Japan’s beehoon market (※1), will participate in the 'Tajima Pepper Eat to Support Project' organized by JA Tajima and JA All Nippon Agriculture Hyogo.

As a food manufacturer, Kenmin Foods aims to support pepper farmers in the Tajima region by encouraging more people to enjoy the vegetables cultivated with great care. The company will contribute by offering stir-fried beehoon and other products to customers who purchase designated items, as well as proposing recipes, thereby promoting wider consumption of 'Tajima Pepper'—a branded vegetable representing Hyogo Prefecture—and helping revitalize local agriculture.

※1: 43.6% market share in Japan’s beehoon category (Customs Statistics, January–December 2025)

[Background and Purpose] Supporting Local Farmers by 'Eating'

'Tajima Pepper' grown in the Tajima region is known as one of the major production areas in the Kansai region. However, due to climate change in recent years, extreme heat has increased the burden of irrigation during cultivation, raising challenges related to farmers’ labor and equipment investment.

Since its founding in Kobe in 1950, Kenmin Foods has been dedicated to creating health and a rich food culture through food. The company endorses the purpose of this project, which supports farmers engaged in agriculture within the same Hyogo Prefecture, and joins as a sponsoring company. Through this initiative, Kenmin Foods aims to widely promote the appeal of 'Tajima Pepper,' Hyogo’s proud branded vegetable, and contribute to building a sustainable production region.

[Kenmin Foods’ Initiatives]

① Product Donation to 'Tajima Pepper' Buyers

Period: July 17 to end of October (while supplies last for 'Kenmin Stir-Fried Beehoon' and 'One More Veggie Dish at Home Chapche')

The first 300 customers who purchase eligible products on JA Town's direct-to-consumer e-commerce site 'Atsumete, Hyogo' will receive Kenmin Foods’ 'Kenmin Stir-Fried Beehoon' and 'One More Veggie Dish at Home Chapche' included in their shipment. These products can be easily prepared by adding household vegetables, allowing people to enjoy delicious, abundant vegetables. By utilizing vegetables already in the fridge, they also contribute to promoting vegetable intake and reducing food waste. The company supports increased consumption of 'Tajima Pepper' by proposing tasty ways to cook with peppers.

② Recipe and Usage Suggestions at Retail Stores

In supermarkets and retail stores across Hyogo Prefecture, Kenmin Foods will collaborate on in-store displays combining 'Tajima Pepper' and 'Kenmin Stir-Fried Beehoon' and provide recipe suggestions. The company will propose simple menus that use plenty of vegetables, helping create more opportunities for vegetable consumption at home.

③ Collaboration at JA Tajima Farmers’ Market

At JA Tajima Farmers’ Market 'Tajimanma,' the company will also conduct recipe proposals and other activities to connect producers and consumers.

※ For more details, please visit the 'Eat to Support' project feature page:

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

Recipes

Easy to make in one frying pan!

Recipe suggestions using 4–5 'Tajima Peppers'

https://www.kenmin.co.jp/recipe/51507.html

https://www.kenmin.co.jp/recipe/56510.html

Kenmin Foods Co., Ltd.

Founded in Kobe in 1950, a specialist manufacturer of beehoon. Holds Japan’s No.1 market share of approximately 43% in the domestic beehoon market. Named after founder Kenmin Takamura, embodying the philosophy of delivering health (ken) to the people (min). Flagship product 'Kenmin Stir-Fried Beehoon' launched in 1960 as the world’s first instant stir-fried beehoon. Certified by Guinness World Records™ as the 'longest-selling instant stir-fried beehoon brand.' A specialist producer of rice-based processed foods, including pho, rice pasta, and rice paper. In 2020, launched 'GF RAMEN LAB' with the mission of 'ramen for everyone,' developing authentic rice-flour Chinese noodles. In 2025, opened a permanent gluten-free ramen store at the Osaka-Kansai Expo, welcoming over 90,000 visitors. Certified as a Regional Future Leading Company in 2018 and a Hyogo One-of-a-Kind Company in 2020. Official partner of Vissel Kobe in the Meiji Yasuda J1 League since 2019.