Circularity reveals in Gamagori City with new craft beer and reusable cups

Asahi YOU.US, Ltd. has partnered with Kintobi Shiga, a milling and noodle manufacturing company based in Gamagori City, Aichi Prefecture, to develop a sustainable craft beer and a reusable cup called the “Forest Tumbler Wheat Bran.” The craft beer is made using offcuts from kishimen noodles, a traditional flat udon noodle, while the cup is produced from wheat bran, a byproduct of the milling process.

Previously, Kintobi Shiga used noodle offcuts, wheat bran, and excess flour primarily as livestock feed. However, the disposal process involved external assistance, which led to inefficiencies and added costs. To address these issues, Asahi YOU.US aimed to repurpose these byproducts into valuable consumer goods. They worked alongside Kintobi Shiga and Gamagori City as part of the city’s circular economy promotion to create the sustainable craft beer and the reusable cup.

The craft beer uses offcuts from kishimen noodles and surplus flour from the packaging process, all derived from “Kinu hikari,” a wheat variety grown locally in Aichi Prefecture. Additionally, powdered mikan oranges made from non-standard Gamagori mikan add a unique touch. The beer has a light, refreshing aroma, combined with a citrusy flavor and a smooth finish.

As for the “Forest Tumbler Wheat Bran,” it is a reusable cup containing 30% wheat bran, repurposed from the milling process. The design features the Kintobi Shiga logo, symbolizing the dedication to sustainability and local collaboration.

These products highlight the little outcomes from Gamagori City’s effort to become a circular city, and we hope to see greater circular actions in the years to come.