Japan rice cooker firm brews upcycled rice beer to reduce food waste

TOKYO (Kyodo) -- A Japanese home appliance company, Zojirushi Corp., has been selling beer crafted from upcycled rice to combat food waste generated by the production of its rice cookers. The firm aims to reduce around 30 tons of food waste annually stemming from the manufacturing process. Within six months, Zojirushi has surpassed its annual sales goal of 100,000 cans of their craft beer, dubbed "Zo no mai" or "Elephant Dance," which has gained consumer favor.

Zojirushi spokesperson Katsuhiko Hamada noted that they successfully optimized their resources while generating new value. During the development and testing of rice cookers, most leftover food is used for compost. However, the company was motivated to explore additional ways to utilize the crop, leading to the creation of craft beer after a suggestion from another company focused on food waste reduction.

The first upcycled rice beer, "Hare to ho," was introduced in 2023 to raise awareness about Zojirushi's efforts to minimize food waste. The second beer, "Elephant Dance," debuted in March this year after a year of development. Echigo Beer Co., based in Niigata, produces the beer by blending cooked rice and hot water with malt, converting the rice starch into sugar.

The beer has a golden hue, a 4.5% alcohol content, and a smooth finish that pairs well with various foods. It can be found in supermarkets, convenience stores, and on Zojirushi's official website for 405 yen ($2.5). Despite Zojirushi's efforts to reduce food waste, only 5% of the 30 tons of upcycled rice can be utilized in the brewing process. The company expressed hope to find alternative uses for the remaining rice in the future.