Interview with Toshimaya's President, Ohno Yutaka
We interviewed Toshimaya's President, Ohno Yutaka, about the secret behind the birth of the Super Spicy Sauce, the characteristics of Toshimaya, and his aspirations for the future.
This interview is based on the content from the initial interview conducted in January 2020.
Gaining National Attention with "Super Spicy Sauce"
When did "Super Spicy Sauce" start gaining attention?
Ohno
The Super Spicy Sauce was initially for commercial use.
It was released in 1997.
It was featured in media such as television and magazines, gradually increasing its recognition.
Eventually, responding to requests for a home version, we began selling the home-use Super Spicy Sauce in 2000.
At first, we sold about 500 bottles a year, equivalent to 360 milliliters.
That popularity spread through word of mouth among spicy food lovers and sauce enthusiasts, and by 2006, we were selling over 10,000 bottles a year, equivalent to 360 milliliters.
Since then, in addition to word of mouth, it has been featured in the media multiple times, and now it has become a hit product, selling approximately 48,000 bottles a year, equivalent to 360 milliliters.
Factors that Made "Super Spicy Sauce" a Hit in Kansai's Sauce Culture
Although "Super Spicy Sauce" is sold online, which regions have the most customers?
Ohno
In our hometown of Okayama, it can be purchased at supermarkets, so most online sales are outside Okayama Prefecture.
The most common areas are Kansai and Hiroshima Prefecture.
Both regions have many dishes that use sauce, such as okonomiyaki.
Among them, we have many customers from Osaka Prefecture and Hyogo Prefecture.
This is because Kansai sauce lovers have a culture of blending multiple sauces at home to create their preferred sauce.
The Super Spicy Sauce is very popular as one of the sauces they blend.
In fact, we sell the Super Spicy Sauce at service areas along the Sanyo Expressway.
Customers from Kansai who see it there often buy it and take it home, thinking, "This is great for blending!" and many of them purchase the Super Spicy Sauce from our online shop.
I believe that because they were able to physically pick up the sauce at a place where many people stop, they liked it after trying it and then bought it from the online shop.
Moreover, these are people from Kansai, where the sauce culture is deeply rooted.
The success of the Super Spicy Sauce is certainly influenced by word of mouth and media coverage.
Additionally, I feel that the synergy from Kansai sauce lovers, sales at service areas on expressways, and the online shop is significant.
The Birth of "Super Spicy Sauce" Was Triggered by Client Requests
What was the background for the creation of the Super Spicy Sauce?
Ohno
The trigger was a request from a client.
A restaurant that we supply our sauce to said, "We want you to create a much spicier sauce than the hot sauce made by a certain sauce manufacturer in Kobe."
As a result of trial and error, we created a sauce with capsaicin content 100 times higher than our usual.
We had employees and various people around us taste it, and the feedback was very positive.
Thus, the Super Spicy Sauce was born.
However, the reason we could immediately start prototyping was that we had a chili extract factory at our company.
Manufacturing Chili Extract Has Know-How from the 1960s
Is it rare to have a chili extract factory?
Ohno
It is rare to have a chili extract factory nationwide.
In fact, we built our chili extract factory in the 1960s.
Thanks to the accumulated know-how regarding chili and spicy components over the years, the Super Spicy Sauce was born.
You might wonder why we have been making chili extract since such a long time ago?
Of course, we have also used it in our own sauces.
Additionally, we manufactured commercial chili extract for use in flavored seaweed and mentaiko (spicy cod roe).
In fact, Toshimaya produces many products for commercial use.
We have about 50 types of home-use products, but about 80 types for commercial use.
Responding Carefully to Client Requests and Providing Seasonings Tailored to Restaurant Flavors
Why are there 80 types for commercial use?
Ohno
We respond to client requests and manufacture seasonings and seasoning liquids in small lots.
Restaurants and food manufacturers each have their own unique flavoring for each dish.
For example, a deli might use one seasoning liquid for one dish.
However, for small-scale shops or companies, orders tend to be in small lots.
Large seasoning manufacturers often do not accommodate small lot production.
Therefore, we at Toshimaya have responded to the needs of local restaurants and food manufacturers by accommodating small lot orders.
As a result, we have developed 80 types of commercial products in response to client requests.
We are realizing the flavors specific to each shop and product.
Unique products like the Super Spicy Sauce were born from such experiences.
By the way, I have prototyped over 200 products!
It's Okay to Have "Local Sauces"
What are your aspirations and things you want to try in the future?
Ohno
There are local ramen and local yakisoba, right?
I think it would be good to have "local sauces" in the same way.
There are many sauce manufacturers across Japan, especially in western Japan, producing products rooted in their regions.
Each manufacturer has characteristics of sauces specific to their region.
Moreover, the way sauces are used also varies by region.
In fact, in the Mimasaka region, such as Tsuyama, Tate Sauce is often used.
Tsuyama is famous for its hormone udon.
Hormone udon uses a miso sauce.
However, around Tsuyama, yakisoba uses Worcestershire sauce!
This is very characteristic.
Moreover, many restaurants use Tate Sauce Worcestershire.
I want more people to know about these unique ways of using sauces and the flavors of sauces specific to the region.
In fact, Okayama Prefecture has one of the highest sauce consumption rates in the country.
According to statistics from the Ministry of Internal Affairs and Communications, there have been times when it ranked first or second in the nation.
I also don't know why Okayama Prefecture has such a high sauce consumption rate.
This might be interesting to explore further.
Focusing on Industrial Tourism to Convey Local History and Charm Nationwide
What else are you focusing on?
Ohno
Currently, I am focusing on industrial tourism.
I am also involved in tourism in Tamashima.
Our company is included in the "industrial tourism tour" that visits companies in the Tamashima area and Kurashiki City.
Visitors can see the manufacturing process of sauce, which is usually not visible, and taste it, and it has been very well received.
Including Tamashima, Kurashiki has many traditional industries and long-established companies.
I believe that new companies also inherit that spirit.
I want as many people as possible to know about the traditional industries of the region.
And, as a company, we at Toshimaya will work together to create "exciting flavors with a passionate heart" and "traditional flavors that are still inherited"!
Conclusion
I have been familiar with Tate Sauce since I was little.
I am very happy that Tate Sauce has become nationally known through the Super Spicy Sauce.
I believe that the hit product was born from the experience and know-how of responding to the flavors of local shops.
The Super Spicy Sauce captivates many spicy food lovers and sauce enthusiasts.
And the classic sauces that form its base.
Additionally, seasonings like restaurant dashi and shio-dare.
Why not incorporate the traditional flavors of a long-established manufacturer into your dining table?
Toshimaya Data
| Organization Name | Toshimaya |
|---|---|
| Industry | Food Manufacturing and Sales (Sauces, Vinegar, Soy Sauce, Other Seasonings, Chili Extract) |
| Representative Name | Ohno Yutaka |
| Established Year | Established: August 1, 1948, Founded: 1720 |
| Address | 1-7-8 Tamashima Chuo-cho, Kurashiki City, Okayama Prefecture |
| Contact | 086-522-2148 |
| Website | Toshimaya in Tamashima, Kurashiki City - Tate Sauce / Super Spicy Sauce / Okonomiyaki Sauce / Restaurant Dashi / Soy Sauce, Sauce, and Vinegar Manufacturer |
