Forests are essential to preventing global warming, protecting us from disasters, and soothing our minds. But today, forests are no longer functioning as they should because of a shortage of successors and delays in forest maintenance.
“We can’t just stand by and let this situation continue.”
Driven by this strong conviction, there are people taking on the challenge of combining forestry and manufacturing to create safe and reliable products.
USP Co., Ltd. President and CEO Ueda Yasuhiro has joined forces with like-minded colleagues to protect the future of forestry.
What inspired them to begin this initiative? Here’s a closer look.
The information presented here is current as of the article’s publication in April 2025. Please note that it may differ from current information.
About USP Co., Ltd.
USP Co., Ltd. is a manufacturing company that President and CEO Ueda Yasuhiro has run for more than 20 years in Nakase, Kurashiki City.
The company began as a cutting and machining business specializing in resin and metal, and launched a new forestry business in 2021. Alongside young employees in their 20s who joined when the business was launched, the company undertakes a wide range of initiatives, from basic forestry work such as felling and wood processing to making effective use of waste materials to minimize manufacturing waste. It continues to take on new challenges in pursuit of a sustainable society.
Today, drawing on the expertise it has developed in manufacturing and working with universities and small factories, the company is engaged in integrated product development—from sourcing raw materials and developing manufacturing equipment to creating products and selling them.
Launch of the forestry business and its background
The forestry business was launched in response to the July 2018 torrential rains.
After learning that trees left unattended without proper thinning were one of the causes of flooding, Ueda realized the importance of forest maintenance.
Later, he learned that poorly maintained forests in Kibichuo Town were affecting farmland and recognized that the shortage of successors in forestry and delays in forest maintenance were local challenges. This led him to enter the forestry business.
Business features and SDGs initiatives
Ueda says that while felling trees at the request of farmers in Kibichuo Town, he found the scent of hinoki soothing.
Depending on the season, water would spray up forcefully when trees were cut, and he noticed that each time, the scent of hinoki spread through the area.
When they investigated the properties of hinoki, they discovered that it has a variety of benefits. They decided to commercialize essential oil made from hinoki grown in Okayama Prefecture as a way to help more people learn about the local hinoki industry and share the qualities of Japan’s traditional hinoki.
To develop the products, they researched how to extract the oil without waste and the ideal fragrance, and drew on their accumulated processing expertise to independently develop equipment such as a distillation unit.
They also make full use of felled timber and promote sustainable resource use from an SDGs perspective. As part of this effort, they launched a pet business selling cat litter made from waste-wood chips and hinoki deodorizing mist for pets.
USP Co., Ltd.’s project brand
USP Co., Ltd. operates “KYONEN Hinoki,” a project brand that makes use of Okayama Prefecture hinoki.
Its products include:
- Hinoki essential oil … High-quality essential oil with no additives or coloring
- Wa Mist (Nago Mist) … All-purpose distilled-water mist for deodorizing, odor prevention, antibacterial action, and disinfection
- Pet Mist (for all pets) … High-quality hinoki mist with no additives or coloring, gentle on pets
- Natural hinoki mat for small animals and birds (chip type)
- Natural hinoki mat for insects, with no additives (for adult insects)
To introduce these products to more people, the company exhibits at events such as the Kurashiki Sansai Market and actively promotes them.
Going forward, it plans to expand beyond hinoki products into agriculture, developing and selling essential oils and aroma products made using the peels of mandarins, yuzu, and lemons, which are often discarded.
We spoke with members of USP Co., Ltd.’s project team, who are working to further develop the business by creating new value without wasting resources.
We interviewed USP Co., Ltd. President and CEO Ueda Yasuhiro, Forestry Division Manager Ueda Yuta, and Magmell Co., Ltd. President and CEO Takahashi Yoki, who is responsible for developing and selling pet food.
Interview with USP Co., Ltd.’s president and project members
What led the company to expand from manufacturing into forestry
What led you to expand from manufacturing into forestry?
Ueda Yasuhiro (hereafter, Ueda)
I had been interested in forestry for some time, and the July 2018 torrential rains became a major turning point. The town was flooded by the heavy rain, and I learned that inadequate forest maintenance was one of the causes. Old trees fell, narrowing the river and causing floods. Seeing these problems firsthand made me want to do something about them.
I hear you actually visited Kibichuo Town.
Ueda Yasuhiro
When I visited Kibichuo Town, I saw many places where trees growing thickly around farmland were hindering crop growth. Local residents told me that there was no one to fell the trees and that farmers were struggling, which made me keenly aware of the need for forest maintenance. The shortage of successors in forestry was also serious, so I decided to tackle this challenge.
The forestry business
What preparations did you make before starting the forestry business?
Ueda Yasuhiro
Before starting in forestry, I first obtained certifications for chainsaw and heavy machinery operation, and spent about three years preparing. To make the business a success, I decided to work with acquaintances from various industries, drawing on each person’s strengths. We officially launched the forestry business in 2021.
So that’s when you approached Takahashi. What made you decide to work with USP Co., Ltd.?
Takahashi (hereafter, Takahashi)
I run a company that sells grain-based pet food, and President Ueda approached me. I heard about plans to expand into a business that also included agriculture, and I joined the team because I wanted to create products that support a circular economy.
What aspects of forestry are you particularly focused on?
Ueda Yuta (hereafter, Ueda)
We are working on circular forestry, making effective use of every part of the timber. We are particularly focused on hinoki, distilling it to extract oil and hydrosol for use in products. Hinoki has properties such as deodorizing, relaxing, and disinfecting, and can be used in a variety of ways as a safe natural material.
Takahashi
We process and use the waste wood left after felling to make cat litter, wood chips, firewood, and pellets. We aim to build a sustainable business that makes full use of resources generated by forestry, including from an SDGs perspective.
About Hinoki Aroma Products
You also work on hinoki aroma products. What are their features?
Ueda Yuta
Hinoki distillate has been scientifically proven to have relaxing effects and antioxidant properties. Based on this, we are developing products such as pet mists, insect repellents, hand creams, and shampoos. We are currently also working on joint development with a cosmetics company, and plan to offer a wide range of products that more people can use.
At Ebisu no Yu in Tsuyama City, hinoki essential oil and distillate are also used in the löyly sauna. We hope to continue developing products that make the most of hinoki’s appeal.
The Future of Forestry
What kind of future do you envision through forestry?
Ueda Yasuhiro
We aim to build a sustainable business model by handling everything in-house, from the primary industry through to the sixth industry. We have already built a factory in Kibichuo Town and are working on forest maintenance. We also aim to enter agriculture and fisheries and build a business that can provide a safe and prosperous life.
Okayama Prefecture is among Japan’s top producers of hinoki, but the forestry industry itself is currently in decline. We will also take on the challenge of revitalizing forestry by sharing hinoki’s appeal in new forms, such as oil and distillate.
Looking Ahead
Finally, could you tell us about your plans for the future?
Ueda Yuta
Forestry is often seen as “dangerous” and “hard work,” but advances in technology have made safe and efficient work possible. Our company has also introduced machinery that can fell trees once operators have acquired sufficient skills. We want to use these technologies to share the appeal of forestry with younger generations.
Ueda Yasuhiro
Agriculture, forestry, and fisheries, which underpin food, clothing, and shelter, are essential to human life. Leisure, too, is only possible when people have a safe and stable life. However, there is no guarantee that our lives will be secure in the future.
Japan is said to be “a country without resources,” but in reality, it has abundant resources. At present, however, we depend on imports for much of what we need. We want to build businesses with our own hands, enrich the lives of our families and colleagues, and make them happier.
To realize this vision, we will further strengthen the pillars of our business and contribute to society together with our colleagues.
From the Writer
USP Co., Ltd. is establishing itself as a company that handles every stage of the process—creating, processing, and selling—and aims to realize a sustainable society while creating jobs.
Here, colleagues who share the same vision come together, develop the business by making use of each person’s strengths, and create an environment where they inspire one another.
This challenge, which began with the conviction that “we have to do something ourselves,” will continue to expand into new industries as a new kind of company, incorporating the perspectives of younger generations.
We look forward to seeing what kind of future USP Co., Ltd. will forge and to its continued success.
USP Co., Ltd. Information
| Organization name | USP Co., Ltd. |
|---|---|
| Industry | Precision processing business Forestry Pet food and pet supplies manufacturing and sales |
| Representative | Ueda Yasuhiro |
| Established | 2013 |
| Address | 3-10-10 Nakase, Kurashiki City |
| Contact | 086-455-4772 |
| Website | USP Co., Ltd. |
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