Yoshihiro Ushiku, Section Chief, Product Development Department, Azuma Foods Co., Ltd.

2026.06.19

We are particular about both the beans and the sauce. To ensure our customers can truly enjoy the taste.

■ Profile
Joined Azuma Foods Co., Ltd. in 2000. Belonged to the Quality Control Department and responsible for quality improvement.
From 2005 to the present, I was involved in a series of tasks in the Product Development Department, from the development of natto (fermented soybeans) to the development of containers and accompanying accessories. Currently, I am in charge of technical development within the same department.

Azuma Foods Co., Ltd., specializing in natto production, is loved by many customers, especially in the northern Kanto region, for its familiar taste and wide variety of sauces. This time, we spoke with Mr. Ushiku, the manager of the Product Development Department, who is in charge of product development, about the appeal of natto production and the behind-the-scenes aspects of product development that pursues the ultimate deliciousness of natto.

■It was delicious as natto.

I'm from the northern part of Ibaraki Prefecture, and I've been familiar with natto (fermented soybeans) since I was little. As I got older, from middle school to high school, a vague desire to work in manufacturing began to sprout within me. Among the various fields, food is something that is close to us and has a great influence. Furthermore, because it can contribute to people's health, I decided to aim for a natto manufacturer. Of course, there were some wonderful natto manufacturers in Ibaraki as well. However, when I bought natto from all over the country and tasted them without knowing the product names, there were several natto that I thought were delicious with the sauce, but the one that tasted best in terms of the original flavor of natto was Azuma Foods' natto. I also felt that natto would become more widespread in the future in terms of various aspects, including health benefits, so I decided to join Azuma Foods, whose natto I liked the taste of.

■ The job of making natto taste even better.

After joining the company, I was assigned to the quality control department. There, I worked on measures to improve the overall quality of the natto by utilizing data, while reducing significant variations in the taste of the natto produced in the factory. Through this work, I developed a strong interest in how each step in the process, from soaking the soybeans in water, to steaming them and mixing in natto bacteria, and finally to fermentation, affects the taste of natto. After that, I moved to the development department, where I began to handle not only the natto beans themselves, but also the sauce and other elements. Currently, I work in technology development, and I spend my days thinking about how to make natto that tastes even better than before. What I find most rewarding here is when a small improvement makes the natto taste better than before, and when I can share that feeling with my colleagues.

■ About product development

When developing natto products, we sample about 5 to 7 different types of natto every day. Natto varies greatly in taste and texture depending on the origin of the beans. By comparing so many different types, we can refine our ideal image of natto. Also, in product development, we basically form hypotheses about what we think will make it delicious. Of course, we are happy when our hypotheses are correct, but we get very excited when we make discoveries that contradict our hypotheses, and it can lead to opportunities to develop products in different directions than before.
The appeal of our natto products lies in our commitment to the soybeans used as raw materials and the development of a wide variety of sauces. Regarding the soybeans, we source them from various regions across Japan, enhancing their quality through the use of soybeans with distinct characteristics. To make our natto more accessible to a wider range of customers, we also focus on developing sauces. Azuma Foods' natto comes with a very rich variety of sauces, including those with grated daikon radish and shiso bonito flavor. The ideas for these sauces are based on the fundamental question: "What do our customers usually put on their natto?" All the sauces we've developed are based on ingredients that customers actually put on their natto, and we use this data to strive to create sauces that are even more delicious. These sauces play an important role not only in taste but also in aroma. The sauces enhance the flavor through their own aroma, while also neutralizing the unique smell of natto, making it easier to eat. In the development process, we strongly hope that even those who dislike natto will discover its deliciousness.
As I've explained, the development of our natto takes a long time compared to other companies. However, because Azuma Foods is one of Japan's leading companies specializing in natto, we can spare no effort in creating a single product. I believe this is one of our strengths that sets us apart from other companies that offer natto.

■ Our commitment to not running advertisements

At Azuma Foods, we generally don't promote our products through large-scale commercials or similar means. Therefore, the key to success lies in how many customers actually pick up our products once they're on the shelves. Not advertising means it takes time for our natto to become widely known, which is a challenge. However, what we value most is having customers actually taste and experience our natto. In other words, we strive daily to develop products that make customers think, "Once I've tried it, I want to eat Azuma Foods' natto again, not another company's." We would be happiest if our natto gradually becomes a part of our customers' lives in this way.

■Message to students

Because I loved natto (fermented soybeans), I bought all sorts of natto myself and discovered the differences between them through trial and error. I didn't do it out of a sense of obligation; rather, I did it for fun, like a game. If you're currently unsure of what you want to do, I think that trying out things you can only do outside of school and having fun might give you unexpected clues about your future.

Student Newspaper Online, May 13, 2026 Interview with Kyohei Nakazawa, 3rd year student at Waseda University / Risa Ukita, 5rd year student at Tokyo Women's University

Kyohei Nakazawa (3rd year, Waseda University) / Nina Ishikawa (2nd year, Sophia University) / Risa Ukita (3rd year, Tokyo Women's University) / Reina Inomoto (1st year, Kyoto University of the Arts)