Hokkaido New Rice Release Event Matsuko delivers harsh comments on the naming of blended rice

The Hokuren Agricultural Cooperative Federation and the Hokkaido Rice Sales Expansion Committee held a new rice release event for the 2018 Hokkaido rice crop on November 7 at the Sheraton Miyako Hotel in Minato Ward, Tokyo.

At the outset, Kazuyuki Uchida, Chairman and Representative Director of the Federation, stated: "This year's Hokkaido rice crop faced unfavorable weather conditions from June to July, including low temperatures, prolonged rainfall, and insufficient sunlight, raising concerns about the harvest. The crop condition index, indicating the quality of the harvest, stands at 90, reflecting a challenging outlook. However, we are determined to deliver delicious rice while maintaining our brand, working together as an organization. We will work diligently to deliver safe and reliable agricultural and livestock products, carrying the future of Hokkaido's renowned food and agriculture."

Akira Higashihiro, Chairman of the "Hokkaido Rice New Brand Formation Council," expressed his resolve: "Due to the unfavorable weather, even 'Yumepirika,' celebrating its commemorative 10th anniversary, is expected to see a decrease in harvest volume. Even in these circumstances, we want to strictly maintain our quality standards. We will renew our efforts to deliver Hokkaido rice to more people."

Kazuya Kumagai, Section Chief of the Rice Business Division at the Federation, explained the current status and initiatives for Hokkaido rice, emphasizing that quality standards would not be lowered even if distribution volumes decreased. He announced, "To allow more people to enjoy Hokkaido rice, we have developed a new product blending two varieties that slightly fall short of the standards: 'Yume Pirika' and 'Fukkuriinko'."

During the talk session, Matsuko Deluxe, who has served as the image character since 2014 and appears in the new TV commercial "Nanatsuboshi: It's Okay," made an appearance.

The commercial, airing in Tokyo, Aichi, and Osaka starting November 10th, features a story where multi-talented artist Lily Franky visits a restaurant run by Matsuko as the proprietress, showcasing a quiet yet flavorful exchange.
Reflecting on filming with Frankie for the first time, Deluxe remarked, "I was careful not to be rude. Usually, I only meet people where it's okay to be a bit careless. Sometimes you need to work with a sense of tension." Regarding Frankie complimenting her profile as "alluring," she responded with a slightly embarrassed expression, "Men like that, who are popular, say kind things."

After tasting the newly announced blended rice, Matsuko praised it highly: "Compared to Yumepirika, it's less sticky and sweet, but it's delicious, taking the best parts." She commended the producers, saying, "This year was tough for Hokkaido, but I'm glad they managed to grow such good rice."