{"id":2551,"date":"2025-09-03T09:00:14","date_gmt":"2025-09-03T00:00:14","guid":{"rendered":"https:\/\/goodie-foodie.com\/en\/?p=2551"},"modified":"2025-09-01T09:34:15","modified_gmt":"2025-09-01T00:34:15","slug":"nobeoka-menma-bamboo-pickles-forest-23061","status":"publish","type":"post","link":"https:\/\/goodie-foodie.com\/en\/nobeoka-menma-bamboo-pickles-forest-23061\/","title":{"rendered":"Nobeoka Menma: How Bamboo Pickles Are Saving Forests and Creating Delicious Flavors"},"content":{"rendered":"

The Birth of \u201cNobeoka Menma\u201d<\/h2>\r\n
\"Mr.<\/div>\r\n

After graduating from a university in Tokyo, Mr. Taro Ehara returned to his hometown, Nobeoka City in northern Miyazaki Prefecture, at the age of 29 to take up farming. When he visited the mountain inherited from his grandparents, he was shocked to see that most of the forest had been invaded by rapidly spreading bamboo, and realized the seriousness of the abandoned bamboo forest problem.<\/p>\r\n

\"Hachiku<\/div>\r\n

\u201cAs the saying goes, \u2018as unstoppable as breaking bamboo,\u2019 the growth rate of bamboo is extremely fast. One stalk can produce dozens of offspring, making it uncontrollable once it spreads. The damage caused by neglected bamboo forests is enormous: they block sunlight, stunt the growth of other trees, and can cause landslides. Furthermore, abandoned bamboo groves become habitats for wild animals such as boars, deer, and monkeys, leading to crop damage in mountain farming areas.\u201d<\/p>\r\n

\"The<\/div>\r\n

Forests cover much of Nobeoka City. Due to aging populations and a lack of successors, more and more forests were left unmanaged, worsening the abandoned bamboo problem.<\/p>\r\n

\u201cAs I was about to start organic farming, I realized that solving the abandoned bamboo issue was essential both for sustaining agriculture and for the local community. I also learned that oversized bamboo shoots could be turned into menma, so I started creating my own original menma.\u201d<\/p>\r\n

\"Starting<\/div>\r\n

\u201cOur statement is \u2018solving problems through eating.\u2019 Menma is a versatile ingredient that can change depending on seasoning. If we were to sell something made in Nobeoka, we wanted people to know about Nobeoka and the bamboo issue through food.\u201d<\/p>\r\n

The key was to use local flavors. They chose \u201cAkamugi Miso\u201d from the long-established local miso maker Watanabe Miso Soy Sauce Brewery, and \u201cShichimangoku Chili Pepper,\u201d a traditional vegetable of Nobeoka, to create a spicy miso flavor.<\/p>\r\n

\u201cTo make the flavor suited to the local climate, we use ingredients produced in Nobeoka. Another point was to make it pair well with staple foods such as rice, pasta, and toast, so people would consume more bamboo.\u201d<\/p>\r\n

The Impact of Menma on the Town<\/h2>\r\n
\"Bamboo<\/div>\r\n

\u201cBamboo shoot producers in Nobeoka City had long struggled with disposing of oversized shoots that couldn\u2019t be sold. So, we partnered with the JA Nobeoka Bamboo Shoot Division and decided to purchase them at nearly double the normal price.\u201d<\/p>\r\n

The amount of bamboo shoots brought to Ehara\u2019s company has grown from 1 ton three years ago to 15 tons this year. Between November 2020 and the following year, about 400 kilograms of bamboo were processed and sold as \u201cNobeoka Menma,\u201d equivalent to managing around 1,000 square meters of bamboo forest. Thanks to local cooperation, the abandoned bamboo problem has significantly improved.<\/p>\r\n

\"Produced\"Produced<\/div>\r\n

\u201cIn fact, many people don\u2019t even know that menma is made from bamboo, and most had never heard of the abandoned bamboo forest issue. Honestly, until I returned to Nobeoka, I too thought menma was like kikurage mushrooms, despite eating so much ramen! Currently, we provide unseasoned menma for school lunches at 13 schools in Nobeoka City, and we also visit schools to give food education lectures about menma using classroom screens. The fastest way to get people interested is by having them taste it\u2014once they experience it as \u2018delicious,\u2019 it becomes a reason to support Nobeoka Menma.\u201d<\/p>\r\n

Promoting Domestic Menma<\/h2>\r\n

In 2021, Nobeoka Menma was selected for ANA\u2019s international first-class in-flight meals.
\r\nSimilarly, \u201cKawagoe,\u201d an authentic sweet potato shochu from Miyazaki, became so popular it was hard to obtain after being served in JAL\u2019s domestic first-class from 2002 for several years. This left a strong impression on Ehara at the time.<\/p>\r\n

\u201cMenma is often considered cheap and just a side dish for ramen or drinks. That\u2019s why I thought offering it in a premium setting like first class could change its image. We pitched the idea to ANA, and they sympathized with our vision. They not only adopted it but also included a description in the menu: \u2018Nobeoka Menma, solving the abandoned bamboo forest problem.\u2019\u201d<\/p>\r\n

This inspired them to actively promote Nobeoka Menma overseas as well.<\/p>\r\n

\"To<\/div>\r\n

\u201cLast year, I went to Paris for business meetings and market research. Since ramen is becoming more popular abroad, I thought it was a chance to introduce domestic menma to the world.\u201d<\/p>\r\n

Most menma distributed in Japan is imported from China or Taiwan. To differentiate Nobeoka Menma from Chinese imports, Ehara conducted component analysis.
\r\nThe results showed that Nobeoka Menma contained seven times more glutamic acid (the source of umami) and 9.6 times more richness than Chinese menma. This gave them confidence in the absolute quality of domestic menma and further fueled their efforts.<\/p>\r\n

\"Introducing<\/div>\r\n

\u201cWhen introducing menma abroad, we always explain the story behind it. Our company collaborates with three welfare organizations, producing products together with people who have physical disabilities. Since everyone has different strengths, we divide tasks to make it possible for everyone to contribute. It\u2019s not just about eating bamboo to solve the problem\u2014it\u2019s also about sharing the story of who is involved and why they are part of menma production.\u201d<\/p>\r\n

The Future of Nobeoka Menma<\/h2>\r\n
\"The<\/div>\r\n

\u201cIn the near future, I want to start a \u2018Craft Menma\u2019 movement.
\r\nThe abandoned bamboo problem exists not just in Nobeoka but all over Japan. With the knowledge and techniques we\u2019ve gained through Nobeoka Menma, we collaborate with others facing the same challenges to develop new products. By creating craft menma rooted in local ingredients and traditions, we aim to improve the natural environment together.\u201d<\/p>\r\n

Under Ehara\u2019s supervision, Taragi Town in Kumamoto Prefecture, known as the top rice-producing area in western Japan, developed \u201cmenma for rice balls\u201d using local ingredients, available in plum and yuzu-miso flavors. Ehara says he hopes to continue such initiatives actively in the future.<\/p>\r\n

\"Bamboo<\/div>\r\n

\u201cIf domestic menma gains recognition, more people in Japan and abroad will engage in similar efforts. Entering overseas markets would significantly increase consumption. It would even be ideal if demand grew so much that domestic bamboo supplies couldn\u2019t keep up. With strong strategies, branding, and active sales, I believe the primary industry can move in a better direction.\u201d<\/p>\r\n

Delicious Ways to Eat Nobeoka Menma<\/h2>\r\n
\"Menma<\/div>\r\n

Finally, Ehara shared two delicious ways to enjoy Nobeoka Menma.
\r\nThe first is \u201cmenma ice cream,\u201d which has become popular with many people. Spicy miso-flavored menma is added to vanilla ice cream. The contrast of sweetness and spiciness is truly addictive!<\/p>\r\n

\"Menma<\/div>\r\n

The second is Ehara\u2019s recommendation: \u201cmenma rice bowl.\u201d
\r\nSimply place spicy miso menma on rice. It makes rice irresistible, and if you top it with a hot spring egg, the creaminess enhances the dish, making it feel like a gourmet meal despite its simplicity!<\/p>\r\n

The official Nobeoka Menma website also introduces recipes such as menma toast and menma carbonara. Next time you want to add something new to your meals, why not try a dish using Nobeoka Menma? Your appetite will help protect the forest!<\/p>\r\n

Nobeoka Menma<\/a><\/p>\r\n

 <\/p>","protected":false},"excerpt":{"rendered":"

Have you heard of the term \u201cabandoned bamboo forests\u201d? It refers to bamboo groves that have grown out of control due to lack of human management, and it has become a serious problem across Japan. This time, we spoke with Taro Ehara, CEO of LOCAL BAMBOO Inc. in Nobeoka City, Miyazaki Prefecture, about \u201cNobeoka Menma,\u201d a project created to help solve this issue.<\/p>\n","protected":false},"author":18,"featured_media":2555,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[55],"class_list":["post-2551","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-slug_articles","tag-how"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/goodie-foodie.com\/en\/wp-json\/wp\/v2\/posts\/2551","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/goodie-foodie.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/goodie-foodie.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/goodie-foodie.com\/en\/wp-json\/wp\/v2\/users\/18"}],"replies":[{"embeddable":true,"href":"https:\/\/goodie-foodie.com\/en\/wp-json\/wp\/v2\/comments?post=2551"}],"version-history":[{"count":2,"href":"https:\/\/goodie-foodie.com\/en\/wp-json\/wp\/v2\/posts\/2551\/revisions"}],"predecessor-version":[{"id":2554,"href":"https:\/\/goodie-foodie.com\/en\/wp-json\/wp\/v2\/posts\/2551\/revisions\/2554"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/goodie-foodie.com\/en\/wp-json\/wp\/v2\/media\/2555"}],"wp:attachment":[{"href":"https:\/\/goodie-foodie.com\/en\/wp-json\/wp\/v2\/media?parent=2551"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/goodie-foodie.com\/en\/wp-json\/wp\/v2\/categories?post=2551"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/goodie-foodie.com\/en\/wp-json\/wp\/v2\/tags?post=2551"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}