Starting April 28, 2026, nouto Factory Direct Store in Fuefuki City, Yamanashi, and Kiyosato Milk Plant — Yamanashi Prefecture's only raw milk processing facility — are launching a new gelato series that puts whey, a byproduct of cheese production that had long gone to waste, to delicious use.
Background: Putting Nutritious Whey to Good Use
nouto Factory Direct Store operates under the theme "transcending standards through ideas," working to make good use of produce that doesn't meet market specifications so that farmers can grow their crops with greater peace of mind.
Whey is the liquid remaining after the components that form cheese — such as milk fat and casein — have been removed from milk. Roughly 90% of the raw milk used in cheese production becomes whey, yet much of this liquid has historically been discarded. Despite this, whey is rich in high-quality protein, essential amino acids, vitamins, and minerals. nouto and Kiyosato Milk Plant found common ground in wanting to "transform this nutrient-rich ingredient into something delicious, enjoyable, and valuable," and began collaborating on the gelato.
Japan's Dairy Farming at a Crossroads
The number of dairy farms in Japan has dropped dramatically — from around 420,000 in 1963 to just 9,960 as of October 2024, dipping below 10,000 for the first time. Kiyosato's dairy farming community has felt this decline firsthand. The new gelato series aims to give consumers a tasty gateway into understanding the challenges facing the dairy industry, while demonstrating how nutrient-rich whey can make food more enjoyable.
Product Details: Two Flavors Packed with Yamanashi's Best
The series, named "Nora Jelacy" (農良ジェラシー), combines Yamanashi-grown fruits with whey produced from raw milk raised on the fertile land of Kiyosato, resulting in a gelato with a clean, refreshing finish. The lineup will expand with seasonal fruit combinations going forward.
- Flavors: MomoMomo (peach flavor) / IchiChigo (strawberry flavor)
- Price: Single ¥450 / Double ¥550 (tax included)
- Available at: nouto Factory Direct Store
- On sale from: April 28, 2026 (Tuesday) — both flavors planned as year-round items
Peach flavor: Made with 100% Yamanashi peach juice as of April 2026; switching to Yamanashi "non-standard peaches" from July 2026 onward.
Strawberry flavor: Made with Yamanashi "non-standard strawberries."
Hands-On Experiences at the Store
Beyond simply buying a cup of gelato, the store has set up interactive experiences to make the visit memorable.
① Make It Yourself with the "Maki-Maki Machine"
A dedicated gelato machine lets customers swirl the gelato into their own cup at the store.
② Instagram-Worthy "Rainbow Bagel Topping"
Customers can top a rainbow bagel with whey gelato themselves — a combination that stands out for its striking appearance, fun texture, and high nutritional value.
First Anniversary Celebrations (May 2–6)
nouto Factory Direct Store, which opened in May 2025, marks its first anniversary with special events running from May 2 (Saturday) to May 6 (Wednesday):
- Limited-quantity lucky bag sales
- Shopping vouchers for purchases of ¥5,000 or more
- Fill-your-own bags with dried sweet potatoes, fruits, and vegetables
- "Momo Jaguchi" peach juice tap — pour Yamanashi peach juice straight from a novelty faucet
Voices Behind the Collaboration
Keisuke Isobe, Sales Planning Manager, Kiyosato Milk Plant (relocated from Kanagawa Prefecture to Hokuto City, Yamanashi in 2023):
"I was moved by nouto's approach to tackling local challenges and consulted them about the whey we were struggling to use. I want to deliver the bounty of Kiyosato — the region I loved enough to move to — in the best possible form. After repeated trial production, the gelato is something I can confidently say is delicious. I hope gelato fans discover the appeal of this region through every cup."
Tomomi Amemiya, Branding General Manager, KEIPE Co., Ltd. (born into a peach-farming family in Yamanashi):
"For us, who stand by the idea of 'transcending standards through ideas,' whey — nutrient-rich yet underutilized — is exactly the kind of treasure waiting for new value to be breathed into it. After much trial and error with Kiyosato Milk Plant, we completed what we believe is the best gelato possible. Through the maki-maki machine experience, we hope visitors can enjoy — with all five senses — the richness of the region that local farmers have worked so hard to protect."
Store Information
nouto (ノウト) Factory Direct Store
- Address: 5-5 Isawa-cho Ekimae, Fuefuki City, Yamanashi Prefecture
- Access: 3-minute walk from Isawa Onsen Station (approx. 90 minutes from Shinjuku Station via Azusa/Kaiji limited express); 9 parking spaces available (coin parking nearby)
- Hours: 9:30 AM–4:30 PM
- Closed: Thursdays (open daily July–September)
Kiyosato Milk Plant
- Address: 3545-265 Takane-cho Kiyosato, Hokuto City, Yamanashi Prefecture
- Access: 15-minute walk from Kiyosato Station (JR Koumi Line)
- Hours: 10:00 AM–4:00 PM
- Closed: Tuesdays
- Parking: Approximately 30 spaces
