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Nakano of bonito

Nakano of bonito

カツオブシノナカノ
Vendor
有限会社 中野
With the motto of "We are serious about deliciousness", we provide deliciousness and excitement to our customers' tables by selecting ingredients that are particular about "umami" because they are unseasoned without adding anything extra.
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T5010002023340

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About the brand

With the motto of "We are serious about deliciousness", we provide deliciousness and excitement to our customers' tables by selecting ingredients that are particular about "umami" because they are unseasoned without adding anything extra.
1
Based on the concept of "making bonito flakes more accessible," we manufacture products that reduce the hassle and pursue authentic taste with friendly packaging.
2
"I can't say it in one word, but I can understand it in one bite." First of all, I would like you to eat it.
3
Chew, fragrant, and draw the broth. We aim to be a bonito flakes brand that nurtures the five senses and supports daily health.

More about the Brand Owner

中野　陽平

YOHEI　NAKANO

Nakano Co., Ltd. Representative Director Yohei Nakano The third generation of the long-established bonito flakes wholesaler "Nakano Co., Ltd." in Harumi, Chuo-ku, Tokyo. While adhering to traditional manufacturing methods, we promote product development that suits modern lifestyles, such as "chewing snacks for crust shops" and "drip drinking soup". With a focus on food education, health, and well-being, we are working to inherit bonito flakes culture and create new value.
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Learn more about this brand

Why are we doing?
What are we doing?
Commitment to the product
Who are supporting us?

Why are we doing?

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The reason why "Katsuobushi no Nakano" was born
　
When I grew up surrounded by the scent of bonito flakes and took over the family business as the third generation, times had changed a lot. The main dry flakes were difficult to handle, and the performance declined with the decrease in wholesalers. We were faced with the reality that we could not continue by simply preserving traditional techniques.
Even so, the desire to "pass on bonito flakes to the next era" did not waver.
　
At that time, I met my wife, who had a talent for design, and her sensibility brought our bonito flakes to life. Craftsmanship and soft design met, and a new bonito flakes brand called "Katsuobushi no Nakano" was born.
　
Bonito flakes are not just an ingredient. The wisdom passed down by our ancestors and the "culture itself" that weaves together the sea, fire, and time.
We want to bring that charm back into people's lives once again.
　
"I'm glad I came across Mr. Nakano's bonito flakes" "Children can now eat fish"──
Every time I hear such a voice, I feel that my determination that day is rewarded.
I will continue to put my thoughts on the future in a single shaved knot.

What are we doing?

― To the table where the scent of good old Japan and smiles spreads ―
　
"Katsuobushi no Nakano" values the good old Japan culture and sincere manufacturing that makes use of the power of materials.
Bonito flakes are not just an ingredient, but a "cultural bridge" that connects people.
A kitchen filled with the aroma of broth, a dining table filled with laughter, and warm time with family and loved ones.
I would like to bring such scenery back to modern life.
　
Our belief is that families, producers, and nature are all protected and build relationships that support each other.
To pass on the manufacturing methods and flavors inherited from our ancestors to the next generation, and to deliver products that can feel the warmth of human hands.
Each of them has the face and thoughts of the creator.
　
The design contains "craft feeling", "playfulness", and "warmth of Japan".
We try to make customers feel a sense of security and excitement the moment they pick it up.
Bright colors based on orange, the sound of shaving bonito flakes, and the fragrant aroma.
It is a worldview that reminds us of the happy time when families gather.
　
What we want to leave behind for the future is the delicate taste of the Japan people and the beautiful tradition of dashi culture.
Through crowdfunding and overseas expansion, we will convey new possibilities and expressions of bonito flakes to the world.
　
When customers think of "bonito flakes no Nakano",
So that you can say with a smile that "it's delicious", "fun", "I love you", and "I'm glad I met"──
We will continue to scrape the "passage of joy" full of fragrance and warmth.

Commitment to the product

[1] Bonito chips "Pariko"
　
Crispy, light, and the umami of bonito flakes spreads as you chew. It is a healthy snack with a "new experience texture" that is perfect for both snacks and food education. The only ingredient is carefully selected bonito Arahon flakes from Makurazaki. We did not rely on seasonings or additives, but took advantage of the flavor and nutrition of the ingredients themselves. It is also popular with parents who want to give their children safe snacks and those who demand gifts. It is a new form of bonito flakes that won the Osaka Governor's Award at the 66th National Seafood Processing Fish Exhibition.
　
[2] Bonito powder
　
A luxurious umami seasoning made from long-aged bonito flakes as they are. It is additive-free and salt-free, allowing you to enjoy the deep richness and aroma of the ingredients as they are. Emphasizing freshness, it uses a 50g pack that is easy to use. It adds a natural flavor to everyday dishes such as miso soup, simmered dishes, and baby food. It is a product that combines ease and peace of mind, and can be said to be a "revolution in home stock".
　
[3] Flower bonito
　
The aroma of freshly shaved fruit and the rich umami that spreads on the tongue. In order to let you feel the original taste of bonito flakes, we have thoroughly paid attention to the raw materials, heat level, and thickness of the shaved edge. Although it is a classic product that goes well with any dish, you can tell the difference when you taste it. It is a gem full of tradition and craftsmanship, perfect for comparison at the dining table or as a gift.

Who are supporting us?

"Katsuobushi no Nakano" values "connecting people through eating".
　
The main target is the third layer.
　
First, the health-conscious mom group (30s to 40s) of the child-rearing generation.
They are highly interested in additive-free, domestically produced ingredients, and food education, and are spreading their support on social media while enjoying "Pariko" and "Mai Nichio dashi" with their families.
　
Next, seniors (60s to 70s) who value health and tradition.
Because he wants to pass on the old-fashioned bonito flakes to his grandchildren, he loves "flower bonito" and "bonito powder".
　
In addition, **women with high food and cultural sensitivity (20s to 40s)**
I sympathize with the design and story and choose "drinking soup stock, hotto".
　
The common values are "honesty of materials", "importance of health and chewing", and "warmth of people".
　
The brand message is "Chew, feel, and connect." ── We aim to deliver a time when the mind, body, and people connect through the scent of bonito flakes.
　
The actual customers are mainly housewives in their 30s and 50s, and the main sales channels are Rakuten Ichiba, Amazon, and regional markets.
There are many repeat customers, and it has received high praise for its "deliciousness", "warm atmosphere", and "sincere response".
　
Wholesale destinations are mainly high-sensitivity, high-quality-oriented retailers.
　
A daily premium store that emphasizes additive-free and organic.
The main customers are women in their 30s and 50s who are health-oriented and nature-oriented.
　
A long-established luxury supermarket. There are many men and women in their 30s and 60s who are gourmet-oriented,
There is a high interest in "the thoughts of producers" and "cultural background".
　
It is characterized by the creation of a sales floor that conveys the "temperature of the creator" through POP and handwritten messages.
　
From the buyer
"A child who doesn't like fish happily ate it."
"The umami flavor is strong and the aroma is exceptional."
"It is also appreciated as a souvenir"
"I feel the warmth from the package"
　
With these words, I realized that "it was chosen as a snack to give to children" and "I was able to sympathize with the importance of chewing", and I am convinced that the brand's direction of "making use of materials and connecting culture" is not wrong.
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