Shokubunka Co., Ltd. (headquarters: Higashi-Azabu, Minato-ku, Tokyo; President: Akifumi Hagiwara), which operates the gourmet and fresh food EC site "Umaimon Dot Com," has been working on regional branding by developing sweets, side dishes, and processed products that utilize local ingredients in collaboration with chefs from the popular "Famous Restaurant Taste" series.
As part of a collaboration with Aomori Prefecture to widely promote the appeal of Aomori Prefecture's fruits, a tasting event for sweets using "Steuben" and "General Leclerc" was held on January 20, 2026.
Collaboration with Maison Givree Owner-Chef Hiroyuki Emori
For this initiative, the company partnered with Hiroyuki Emori, owner-chef of the patisserie "Maison Givree" in Chuo-Rinkan. Chef Emori values connections with producers and is known for making confections using fruits sourced from 200 producers across Japan. He brings out the unique aroma, acidity, and texture of seasonal fruits from each region, expressing the charm of local areas through sweets.
Aomori Prefecture: A Major Production Area for Diverse Fruits
The project takes on new expressions of Aomori Prefecture's fruits. This initiative focuses on the prefecture's representative black grapes "Steuben" and the Western pear "General Leclerc," while conducting information dissemination aimed at raising awareness of Aomori Prefecture's fruits as a whole.
New Sweets Menu Featured at the January 20 Tasting Event
General Leclerc Gelato
Ripe General Leclerc pears are preserved in syrup, and the gelato is crafted to bring out their flesh texture and aroma. The fragrance that rises not only when first tasted but also as it melts, along with the smooth texture, provides a sensation like tasting fresh fruit.
Steuben Gelato
The aroma and essence contained in the skin and seeds are carefully extracted, concentrating the original flavor of Steuben. This gelato expresses the grape's character with its sweet-and-sour taste and gorgeous aroma.
These gelatos are currently available at Maison Givree stores.
Planned Expansion to Signature Products and New Sweets
At the tasting event, in addition to gelato, new creations using General Leclerc and Steuben were introduced in Maison Givree's signature product "Fruit Jelly Frufru Givree."
Furthermore, multiple sweets have been developed, including butter sandwiches and cheesecakes using "Juno Heart," Aomori Prefecture's premium cherry variety. These products are scheduled to be sold on Shokubunka Co., Ltd.'s online site next season.
About Shokubunka Co., Ltd.
Founded in 2001, Shokubunka Co., Ltd. built an online sales system to support producers who cannot use the internet or computers, launching the direct-from-producer gourmet EC site "Umaimon Dot Com." In 2004, the company partnered with the Tokyo Central Wholesale Market (Tsukiji Fruit Market) and started the market-direct EC site "Tsukiji Market Dot Com" (formerly "Toyosu Market Dot Com"). For inquiries: https://www.shokubunka.co.jp/contact/
