This time, I visited the Fresh Market Itaro at Roadside Station Itako. "Itaro" is named after Yukio Hashi's famous songs "Itako Gasa" and "Itaro Tabibuta," and is a very familiar name to the citizens of Itako.
Upon entering the store, I was greeted by an "Ayame Gasa" (iris hat), a traditional craft of Ibaraki Prefecture.
Despite it being a weekday morning, it was bustling with activity.
Good morning, local producers. It's wonderful to see the faces of the producers.
When I asked Chief Manager Kuwamai for recommendations at this direct sales store, he said that pickles were popular. He mentioned that producers process and sell vegetables they grow themselves. Indeed, it's a perfect example of 6th industry transformation, creating added value. It's so popular that it has a loyal customer base, so I decided to check it out right away.
Yes. This is definitely a winner. Eggplant, melon, napa cabbage—they're bound to be delicious. Just the phrase "pickles made by a farmer's mother" is enough to make me want two bowls of rice.
Next, let's talk about rice.
Suigo Itako, in the Edo period, was a vital transportation hub alongside Sawara in Shimousa. Rice, marine products, timber, and other goods transported from various domains in Tohoku to Edo passed through Itako. Meanwhile, extensive farmlands and villages were formed through new land development, and today Itako has become famous as one of Japan's leading rice-producing regions. Along the route approaching the Itako IC on the eastbound Higashi-Kanto Expressway, a panoramic view of rural landscapes unfolds.
Speaking of proverbs about rice, there's "The more ripe the rice, the lower its head bows." This means that just as rice stalks laden with grain bend their heads, truly great individuals, those of excellent character, are humble and modest. I say this as a self-admonition.
"Itako Ayame-chan," good morning (humbly).
Hello, delicious rice (sincerely).
Particularly famous is "Ichibanhoshi," an extra-early variety developed in Ibaraki Prefecture. Being able to eat new rice before Obon is surely the fruit of the producers' tireless research and effort. I'd like to report on this in more detail later.
At Itaro, not only rice but also many processed rice products are sold. Among them, "mochi" and "kakimochi," what stood out the most was pho made with rice flour noodles. Pho refers to flat noodles made from rice flour used in Vietnamese cuisine. There's a food truck outside the store where you can eat pho. This was my first experience with pho.
Opening at 11 AM, they offer Mott Pho with rice noodles (500 yen including tax), available in three flavors (chicken, beef, curry), a fresh spring roll set (650 yen including tax), and an onigiri set (600 yen including tax).
I ordered the chicken and fresh spring roll set from the staff.
Staff: "Is it okay if I add cilantro?"
Me: "As you please!"
It seems you can choose according to your preference.
Soon after, it was served. The combination of flat pho noodles, light beef bone broth, chicken, bean sprouts, green onions, onions, and cilantro was excellent. This is delicious. It felt like an ethnic atmosphere as if I were in Vietnam (though I've never been to Vietnam).
There were also condiments like lemon, nam pla, and chili sauce, allowing me to enjoy variations in taste. Thank you for the meal.
Amazingly, these rice flour noodles can also be enjoyed at home. Itaro sells frozen pho.
When I spoke to Chief Manager Kuwamai, he said that this pho is made in-house as fresh noodles. No wonder it's so delicious. I boldly asked to see the machine that makes the rice flour noodles.
Wow, it's authentic. It's bigger than I imagined. He said it's a machine directly imported from Vietnam. To commercialize the product, he visited Vietnam several times to research how to make it. It's no wonder I felt an ethnic atmosphere like Vietnam (even though I've never been to Vietnam).
The essence of the 6th industrialization is not merely to aim for higher added value through production, processing, and distribution, but also to enhance the added value and brand of the raw materials themselves. With rice consumption declining recently, I found myself humbly bowing my head in admiration for the efforts to brand Itako's rice and address consumption expansion.
Indeed, a direct sales store is a microcosm of the local community.
Text and Photos: Sekiguchi (Regional Partnership Team)
Roadside Station Itako Fresh Market Itaro
1326 Maekawa, Itako City, Ibaraki Prefecture
TEL 0299-67-1161