The Energy That Makes the World Go Round

This series explores the secrets behind vibrant companies with 'originality,' as uncovered by Dentsu Inc. 'Company Design' team. In the 34th installment, we introduce ASTRA FOOD PLAN, which tackles the social issue of hidden food loss using a superheated steam roaster—technology inherited from the founder's father. We spoke with President Chihiro Kano, now in the company's fourth year, about his diverse perspectives.

Circular economy. A term now commonplace among businesspeople. Yet it feels too lofty to grasp tangibly, somehow vague and elusive. They transform food scraps generated during manufacturing into a powder that can be stored at room temperature using proprietary technology, then circulate it to new applications for commercialization. Creating the future while keeping the economy moving. When I learned the name of the powder at the heart of this process is "Gururiko(※)", I was honestly struck by how clear and simple it is – as someone involved in marketing.

ASTRA FOOD PLAN was awarded the Grand Prix at the 5th "Star★At Pitch Japan," recently hosted by the Nikkei Inc. For details, click here.

While gathering information beforehand, I encountered various keywords associated with President Kano: "diverse and eventful career," "focus on hidden food loss and passion for solving it." But what personally stirred me most was his entrepreneurship, building on his father's approximately 25 years of technical research. "The influence from my father talking about his work at the dinner table was significant," President Kano says.

I have two daughters myself, but I hardly ever talk about work at home. Or rather, I made a point not to. I thought my father's work and my children's dreams were unrelated. My mind was spinning with all sorts of thoughts. When I get home today, I think I'll try to have a little talk with my daughters.

Written by: Ryo Miura (Dentsu Kyushu Inc.)

※"Gururiko" is a registered trademark of ASTRA FOOD PLAN.

 

My father, who always seemed to fail, was someone I admired

"When my father talked about work, it was always about people. What kind of people were at the client sites, what kind of problems arose—somehow it was always like a drama. I always thought he seemed to be having fun." President Kano shared this memory of his father, who spent 25 years researching the technology that became the cornerstone of the business.

At the same time, he laughed and said, "But my father always messed up." ASTRA FOOD PLAN, now attracting global attention as a company transforming society and the future, created the product with the adorable name "Gururiko."

The passion driving President Kano forward embodies a strong conviction inherited from his father: tackling challenges together that one person cannot handle alone, and passing the baton collectively even when facing failure. Indeed, upon reflection, "Gururiko" is a profoundly meaningful word.

Hidden food loss. The fact that it's hidden is the real issue.

We often hear the term "food loss." It's commonly understood as ingredients past their expiration date being discarded at supermarkets or convenience stores. But President Kano points out that "hidden food loss," occurring even before leftovers, is also a problem. "While what to do with finished food products is a major challenge, I believe addressing losses during the production process is even more crucial." In fact, it's not widely known that "hidden food loss" generated during the manufacturing process amounts to four times the volume of so-called food loss. It truly is hidden.

"I think the key is planning. It's about creating a system where everyone builds a circular society together. If we can share that vision, we become one team—no hierarchy, including our business partners. That's why we included 'PLAN' in our company name."

A system, huh. That makes sense. Working in the planning department that solves client problems, I sometimes get too caught up in coming up with solutions. When I ask myself if I've been proposing ways to create a "system" that makes everyone happy, I find much to reflect on.

The vision behind Gururiko

ASTRA FOOD PLAN centers on a sustainable business model. Put very simply, it involves taking discarded ingredients, turning them into powder using our proprietary drying device, the "superheated steam roaster," and then circulating them back into the world. The powder from this cycle is "Gururiko."

This isn't charity. For our partners, it reduces disposal costs. It also leads to greater satisfaction for their customers. "By creating a circular system, we aim to build a win-win situation," says President Kano.

To achieve this, simply pitching "Buy this machine" won't work. Efforts are needed to connect the beginning and end: developing sales channels for "Gururiko" produced by the machine and creating applications that leverage its excellent flavor. To make the world "Gururiko," where and how should we apply our efforts? I realized that the first step is crucial. "The name 'Gururiko' isn't just meant to express our vision in one word; it was actually intended to be something even small children could remember."

First and foremost, onions. That's where we start.

ASTRA FOOD PLAN is currently focusing most intensely on onions. "It's a project with Yoshinoya. When you think of gyudon, you think of onions, right? Imagine this: just how much onion trimmings go to waste to make that delicious gyudon?"

Now that you mention it, it makes perfect sense. Even when cooking at home, we discard a significant portion of onions. We routinely cut off bits and toss them away. Realizing that even major chains do this makes you think, wow, that's a huge amount of hidden food loss!

The great thing about the superheated steam roaster is that it doesn't let the aroma escape, says President Kano. It traps not just the flavor, but even the aroma of what was previously discarded, all within the powder. Onion powder, retaining its aroma and flavor, now transforms into "Onion Bread." It's truly a full circle. "It's not just onions. We're exploring olive leaves, school lunches, and more. We're searching for ways to be useful across various ingredients and fields."

No results without experimentation

Every day, numerous ingredients are brought in, and experiments are conducted combining the ideas of many people. When I mention it's a continuous process of trial and error, he replies, "Yes, it is. But I believe there are many possibilities. Okara is another example. Okara is something that spoils very easily. But with the superheated steam dryer, it can be dried instantly and sterilized. It also prevents oxidation."

I see. That's how it is. While impressed, I wonder: How can he push himself so hard? What drives President Kano? "Results don't come without experimentation," he says. My father used to say, 'The important thing is to decide to do it. The moment you decide to do something, you've already achieved 99% of it. The remaining 1% is just taking action.' Even now, I feel like those words from my father are pushing me forward." In the end, it comes back to the words of his admired father. After all, "Gururiko" is profound.

ASTRA FOOD PLAN's website is here.

This series follows Dentsu Inc. 'Company Design' team as they uncover the secrets of vibrant companies with 'originality.' In Episode 34, we introduced ASTRA FOOD PLAN—a company tackling the hidden social issue of food loss using a superheated steam cooker as its weapon.

The Season 1 series can be found here.
The "Company Design" project site is here.

---

[Editor's Note]

At the end of our interview, I asked President Kano this question: What exactly is the appeal of powder? It was a silly question. But when you hear "powdered goods," it strangely gets you excited. Whether it's cosmetic powder or gold dust, it gets you excited, doesn't it? What is it? The appeal of powder? President Kano's answer was utterly matter-of-fact: "I think it's the fact that it can be stored at room temperature."

I thought, "Ah, that makes sense." You could just pack it and freeze it, right? Modern common sense seems to be: if something spoils at room temperature, shove it in a clear bag and toss it. But isn't that common sense wrong? The company ASTRA FOOD PLAN demonstrates this not with theory, but with action. "Can be stored at room temperature." This phrase carries profound meaning. Whether it's pickled plums, rice bran pickles, sake, or rice itself, it represents the wisdom of storing things at room temperature. You could even call it the wisdom of humanity.

President Kano, whose hobby is violin, divides his time between Niigata and Saitama, where he also devotes himself to terraced rice field cultivation. Words like harmony with nature and harmony come to mind. As an editor, I can't deny the urge to say something clever, but isn't this precisely what we mean by the sustainable society we strive for?