From waste to taste: upcycling Gifu’s persimmon to cola

“Joint Venture to U” is launching its 2023 project in the Gifu area. Since 2020, Gifu Cola has started its activities, creating a presence in the Seino region.

From the outset, the company has aimed to produce cola in each of the five areas within Gifu Prefecture (Seino, Gifu, Chuno, Tono, and Hida), and is now embarking on its third year of activities.

This time, the focus is on the Gifu area, particularly Yamagata City in Gifu Prefecture.

The project will utilize the Ijira Omikaki persimmons grown in the Ijira district. The dried persimmon culture of Yamagata City has continued uninterrupted for over 100 years. Every winter, the eaves of each house are filled with persimmons. This area remains the only production area in the world for these dried persimmons, which are an annual local specialty. Additionally, persimmon tannin is used as a dye.

The goal of this project is to utilize ripe Ijira Omikaki persimmons. The reason for using these persimmons is that when the team visited the region for research, they learned that if the unharvested persimmons were left on the tree, the weight of the fruit could break the branches. Proper maintenance of the persimmon trees is essential every year, and it’s a challenging task. The dropped persimmons are very sweet, and the team thought about using them in cola. By using ripe persimmons and harnessing the natural sweetness of the fruit, they aim to create a craft cola that reduces sugar content and allows consumers to taste the original flavors of the ingredients.

By finding value in items that were destined to be discarded, and promoting the culture associated with those items, the project aims to create new connections. As Gifu Cola advances its production in each area, consumers can “travel” through Gifu via the cola, experiencing a unique product lineup that evokes a sense of adventure.

This sustainable project involves upcycling ripe persimmons that would have been otherwise wasted, reducing sugar consumption, and promoting local culture, making it an environmentally friendly and innovative endeavor.

For more about upcycling in Japan