Banjo Foods: Versatile Wasabi for the Globe

By Daniel De Bomford, Bernard Thompson and Sasha Lauture

Condiments and seasonings are the quiet punctuation marks of daily life—subtle yet indispensable elements that enhance meals much like rituals that shape our routines. They rarely take center stage, yet their presence adds depth, flavor, and rhythm to dining, often leaving a lasting impression without drawing attention to themselves.

One company that understands this quiet power is Wasabi manufacturer Banjo Foods. With over 70 years of experience supplying wasabi to the Japanese market, Banjo has become a trusted partner to major distribution companies and restaurant chains, exemplifying how the right seasoning can elevate every meal. Japanese cuisine has seen an explosive rise in popularity, and Executive Managing Director Yasuo Mishiro believes that the next wave will be non-Japanese families embracing it in their daily lives. “To support this shift, we are working to make Japanese ingredients more accessible and easier to use,” he says.

Mishiro describes a domestic increase in demand for tubed wasabi, particularly premium products, after the pandemic. However, data shows young people’s preference for the condiment is decreasing. Conversely, wasabi exports have increased, especially with the yen's depreciation. Mishiro explains, “In the competition between domestic and international, overseas demand is now dominating, with international buyers securing the larger share.”

Processed wasabi offers several advantages over fresh wasabi; first and foremost, fresh wasabi begins to lose its heat immediately after grating. Mishiro says Banjo Food’s products provide more versatility. “We can adjust its spiciness, fragrance, and even color to better suit different applications and target specific consumer preferences,” he says. Certain dishes like fatty tuna pair better with more potent wasabi and vice versa. “By tailoring processed wasabi to complement specific dishes, we can enhance the overall balance and enjoyment of the cuisine,” he says. Mishiro cites this versatility as crucial in its role in overseas markets. He cites French chefs' preference for processed wasabi, which has been used in dishes at receptions hosted by the French President.

Banjo Foods has outlined its international growth strategy, targeting an increase in overseas revenue from an initial goal of 5% to potentially over 10%. Key growth areas include fresh food, private brand and original equipment manufacturing (PB/OEM) and expanding food chains internationally. Central to this strategy is leveraging partnerships with domestic clients that have established global operations. “A great example of this is our collaboration with a Norwegian company specializing in salmon-based sushi," Mishiro explained. “We supply them with our wasabi, and their products are already being exported to Spain and France through established distribution channels.”

The rise in demand for premium wasabi products and the export growth, driven by international demand, provide global opportunities for Banjo Foods. Mishiro emphasizes the adaptability of processed wasabi in global markets, highlighting its crucial role in their international strategy. He states confidently, “We believe that our dressing achieves this ideal harmony, making it not just distinctive but also highly versatile and enjoyable for a wide range of consumers.”