Odagaki Shoten’s Black Soybean Heritage

Osechi plays an integral role in Japan’s New Year’s celebrations, where families share a variety of special dishes to wish one another good health and luck. Each box is a treasure chest, and each bite is a wish that connects families. One of the key ingredients in osechi is tambaguro—black soybeans, known for their sweet taste.

For almost 150 years, Odagaki Shoten has been supplying tambaguro to Japan, and President Noboru Odagaki says that half the population consumes it over the New Year’s holiday period. “Our company revolves entirely around tambaguro. They’re not only the foundation of our business but a vital part of regional and national culture,” the President explains. The company strives to provide a stable and secure environment for producers, ensuring a steady supply to contribute to sharing the health benefits of black soybeans.

Keeping Traditions Amid Changing Times

With the challenges of an aging workforce and fewer young people entering the industry, Odagaki Shoten has ensured supply by increasing cultivation areas, introducing harvesting machines and assisting growers. In the past, the beans used to be sorted by hand by the producer, but the company has stepped in and taken over that process. The President states, “By easing their burden, we support continued production.” Tambaguro itself is a local variety, native to the surroundings of Tamba-Sasayama. “Unlike other varieties bred for high yield, ours is cultivated for its deliciousness and popularity among consumers,” he says. Because of the cultural importance of tambaguro, customers want the best and are willing to pay a premium.

Odagaki Shoten is also looking toward international markets to continue its growth trajectory. Despite the higher price tags, the President says the health benefits and taste justify the price. “We believe Western countries are particularly receptive to this message,” he says. The President wants to show that tambaguro can also be used in Western sweets and even protein powder. The company is looking for distribution partners who share its values. It focuses on B2B exports to businesses that understand the appeal and can communicate its value to customers, such as chefs and food service providers.

Black soybean dolce

From Tamba-Sasayama to the World

The company’s commitment goes beyond the beans themselves and into revitalizing the region. President Odagaki serves as the executive committee chairman for the Tambasasayama World Expo, which focuses on rediscovering and promoting the region’s cultural heritage, such as Noh theatre and Tamba pottery. “The goal is to share these inherited values with a wider audience, fostering renewed pride among residents and connecting the vitality of rural Japan to the future,” he says. President Odagaki wants to see people from all over the world visit and participate in hands-on activities such as cooking classes with local ingredients.  “We warmly welcome international guests and hope many will come and experience the richness of Tamba-Sasayama for themselves.”

Like the osechi comprised of tambaguro, the beans themselves are part of something bigger that brings people together from across the world and contributes to regional revitalization. “I want tambaguro to be known and loved around the world as a delicious, healthy food that represents the heart of washoku.”

To hear more from President Noboru Odagaki of Odagaki Shoten, check out this interview with him.