ITOCHU Announces Great East Japan Earthquake Reconstruction Support Plan: "3.11 Tabete oen shiyo [Let's support by eating]! Takata no Yume Project in Aoyama" Campaign to Support the Disaster Area in the Aoyama District

February 10, 2015

ITOCHU Corporation (headquartered in Minato-ku, Tokyo; Masahiro Okafuji, President & CEO; hereinafter “ITOCHU”) is promoting Takata no Yume, a new brand of rice from Rikuzen-Takata City, Iwate Prefecture sold at department stores including Shinjuku Takashimaya through ITOCHU Food Sales and Marketing Co., Ltd. (headquartered in Minato-ku, Tokyo; Hideyori Kondo, President & CEO), as part of the company’s efforts to support the areas affected by the earthquake disaster through its main business activities.

ITOCHU announces the start of the “3.11 Tabete oen shiyo! Takata no Yume Project in Aoyama” Campaign in the Aoyama district.

Endorsed by participating food establishments around from Omotesando to Aoyama will be supplied with Takata no Yume, with each store using Takata no Yume for rice or bread items in their lunchtime menus. By introducing the taste of Takata no Yume to more people, the event will act as a support activity for the disaster area.

Four years on from the Great East Japan Earthquake, the disaster-affected areas still face many challenges and will continue to need long-term support in the future. The ITOCHU Group prays for the speedy recovery of the areas affected by the disaster and is committed to providing ongoing support to these affected areas over the long term.

Outline of the campaign

Title of campaign “3.11 Tabete oen shiyo! Takata no Yume Project in Aoyama”
Date and time

Wednesday, March 11, lunchtime

  • Takata no Yume will also feature in dinner menus at some establishments
Participating locations

21 collaborating stores (see map for locations)

Aoyama Gakuin University Student Dining Hall, Aoyama Kikumasa, Antenna WIRED CAFÉ (inside Commune 246), Oedo Minami Aoyama, Kita-Aoyama CI Plaza, ORGANIC TABLE BY LAPAZ, Kurkku Wagon (inside Commune 246), Kyona, Kotori Shokudo, Sign Gaienmae, Tama, Takumi Café AOTTO, Thali Ya Shin Aoyama Building, Teshigoto Cuisine Maruyama, Tomitoku, Natural Dining L’Artisan, Food Kurkku DELI, Le Pain Quotidien Omotesando, Yabusoba CI Plaza, Yamato Minami Aoyama, Menya Umekichi

  • The ITOCHU Tokyo Headquarters Staff Canteen will sell a limited number of “Takata no Yume Bento” made with Takata no Yume and other ingredients from Iwate.
  • Le Pain Quotidien Omotesando store will sell a limited quantity of original bread made from Takata no Yume.
  • On the day, Takata no Yume-chan, the mascot of Rikuzen-Takata City, will sample the menu at some establishments.

About Takata no Yume


Takata no Yume is a new rice variety launched in 2013 by Rikuzen-Takata City after suffering devastating damage from the tsunami, with the aim of establishing it as a proprietary brand for the region, assuring regional competitiveness and creating a symbol of agricultural recovery. The city invited the public to suggest a name that would be loved by everyone nationwide, and the name was chosen since it is a project that literally carries the dreams of Rikuzen-Takata City. ITOCHU has been providing volunteer staff members to assist from rice planting in June through to October when the rice is harvested. Distribution of the rice by ITOCHU Food Sales and Marketing began in November 2013. ITOCHU’s efforts to support the affected areas through its main business activities cover the entire process from production to distribution. ITOCHU Takata no Yume Project:

Connection between ITOCHU and Rikuzen-Takata City, Iwate Prefecture

Rikuzen-Takata City is a region that ITOCHU volunteer staff members have been visiting regularly since December 2011. ITOCHU also provides ongoing support through the ITOCHU Children’s Dreams Fund, including support for extracurricular activities in junior high schools and for tours by all youth baseball teams in Rikuzen-Takata City.