Deputy Director Yasuhito Noshirogawa, Section Chief Masakazu Tamura and Rescue Heroes Talk About Their Passion for the Hokuryu Town Sunflower Oil Regeneration Project!

Friday, June 5, 2020

This year, the Sunflower Festival has been canceled due to the impact of the new coronavirus, and unfortunately, sunflowers will not bloom in Sunflower Village.

Sunflowers in Hokuryu Town in 2020

The 34th Sunflower Festival has been canceled.

The Hokuryu Sunflower Festival began in 1987 (Showa 62) and has been held without interruption for 33 years. This year will be the first year that the sunflowers will take a break to prevent the spread of COVID-19. In preparation for the sunflowers to bloom next year, we will be carefully preparing the soil and meticulously caring for the land.

Sunflowers blooming in every home

Sunflower seeds distributed to residents every year are scattered in the gardens of each household in town, and the sunflowers planted with love by the residents of Hokuryu brighten up the town with their vibrant colors, ensuring that the light of the sunflowers never goes out.

Start of cultivation of sunflowers for oil

In addition, the cultivation of sunflowers for sunflower oil in Hokuryu Town has started well. It has been almost a month since the sowing of sunflower seeds for sunflower oil took place on Saturday, May 9th this year.

This year, three producers in Hokuryu Town have planted 6 hectares of sunflower oil. The sunflowers for sunflower oil sprouted about 10 days after sowing, and are growing steadily, with two leaves and then four leaves.

Sunflower Oil Regeneration Project

The sunflower oil reclamation project, which began in 2016, is now in its fifth year.

The other day, we spoke to Yasuto Noshirogawa, Deputy Director of the Sunflower Project Promotion Office at Hokuryu Town Office (currently on assignment from the Hokkaido Prefectural Government), and Masakazu Tamura, Section Chief, about the sunflower oil project activities.


A speech by Deputy Director Yasuto Noshirogawa



This year's sunflower fields are planted on 6 hectares.

The project started in 2016 (Heisei 28) with sunflower cultivation on 6 hectares. Each year the field area has been increased by about 2 hectares, reaching 12 hectares last year and 6 hectares this year. Cultivation is carried out by three producers in Hokuryu Town.

As for the activity budget, the Local Revitalization Promotion Grant (Town, People, and Job Creation Grant) ended last year, so this year the project is being implemented as the town's own policy.

Cultivation and production

Although the area of fields has decreased, the seed harvest is gradually increasing thanks to improvements in the skills of growers.

The sunflower seed harvest was 6 tons (6 ha) in 2016, 15 tons (12 ha) in 2019, and is planned for 9 tons this year. The seed harvest is expected to be about 1.5 times that of the first year.

Pesticide-free cultivation

The sunflower oil variety "Cobalt II" is grown without pesticides by contracted farmers in Hokuryu Town, and the oil is extracted using a pressing method at a facility in Nayoro City.

Oil amount

We are expecting to harvest 9 tons this year, which, assuming an oil extraction yield of about 30% after harvest, will come to about 2.7 tons.

Characteristics of sunflower oil

・Rich in oleic acid: Helps reduce bad cholesterol in the blood. Thins the blood and prevents arteriosclerosis.

Rich in Vitamin E: It contains a lot of alpha-tocopherol, a powerful antioxidant that removes active oxygen from the body, making it effective in preventing aging. It is also said to be effective in promoting blood circulation and improving rough skin, sensitivity to cold, and stiff shoulders.

Convenient for any dish

Sunflower oil is resistant to oxidation, so it can be used at room temperature, such as by pouring it over bread or rice, or as a salad dressing. It is also suitable for heated cooking. It has endless uses in any dish. It is an oil that everyone should definitely try.

Stores selling sunflower oil-related products

When I was assigned to Hokuryu Town in November 2018, there were still only a limited number of stores that stocked the product.

At the time, Sansan Sunflower Oil was sold at a shop in Sunflower Park Hokuryu Onsen in Hokuryu Town. Roasted sunflower oil is also sold at Sunagawa Highway Oasis.

Since then, we have been promoting sales channels within Sapporo city, and are also working to have our products available in stores throughout Hokkaido, including neighboring cities and towns.

When sold at mass retailers, sunflower oil is a high-priced product, making it difficult to place it on regular shelves.

We are confident that we can spread the word about the benefits of sunflower oil to more people, so we are working hard to get sunflower oil in as many stores as possible.

Recently, due to the impact of COVID-19, incomes have decreased and consumers are tightening their purse strings, making it difficult for them to purchase high-priced products.

Currently, Coop Sapporo Fukagawa store (Fukagawa City) stocks only one type of sunflower oil, Sansan. In the future, we hope to increase the variety of sunflower oils we stock, such as roasted sunflower oil and Kurosengoku sunflower oil dressing.

Consumer preference: Sunny sunflower oil and roasted sunflower oil

In urban areas, many people seem to use olive oil on a daily basis, and so they tend to look for distinctive flavors in the oil itself. I feel that "roasted sunflower oil," which has a sunflower-like flavor, is rather popular.

In my local town in Hokkaido, consumers' oil preferences are split evenly. People seem to be familiar with the traditional clear oils. Sansan Sunflower Oil is clear and has no strong flavor, so it can be used in any type of cooking, which is why it's so popular.

We hope you will enjoy using both oils at your table and using them depending on the dish you are cooking.

Future outlook

Regarding cultivation, efficiency is gradually improving every year, and the quality is becoming more stable. The challenge for the future is to make as many people as possible, both inside and outside of Hokkaido, aware of the existence of sunflower oil.

In our various activities, we are working with the desire to promote the town of Hokuryu as well as the existence of our products.



Thoughts on expanding sales channels

Our sales promotion activities up until now have included cold calling, and we were very pleased to see that the businesses we spoke to took our projects seriously and understood us.

Regarding our participation in the event at Mitsui Outlet Park Sapporo Kitahiroshima (Kitahiroshima City), we visited without an appointment and had a chance to talk to the park staff directly. We were able to develop the discussion on the spot, which led to us even discussing opening a store in the town's PR corner. On the same day, we also discussed opening a store at Hokuren Kururu no Mori (Kitahiroshima).

It was a touching and happy moment when the other party fully understood our strong desire to somehow promote Hokuryu Town's specialty products.

At the event, each store sold their products face-to-face, and in addition to selling the products (the town's specialties of sunflower oil, Kurosengoku, and sunflower rice), they were able to introduce the town of Hokuryu and promote the Sunflower Festival. Sales activities were carried out together with those involved in Hokuryu's specialties, and the event created a sense of unity.

We have been in contact with the businesses that we have had the honor of working with in various ways ever since. We believe that it will be important to continue promoting our products to customers in Sapporo and other areas, not just in the surrounding area but across a wide area.

We have received many inquiries from businesses wishing to develop products that combine their products with sunflower oil.

For example, we're seeing a wide variety of combinations, such as "miso and roasted sunflower oil," "garlic and sunflower oil," "seaweed and sunflower oil," and "bread and sunflower oil." We hope to expand the connections with sunflower rice and Kurosengoku soybeans, centered around sunflower oil.

I hope to continue to build close relationships with the people I have been involved with in business meetings and other events.

Various developments linked to sunflower oil

By approaching things from various angles and connecting with various people, it's been an interesting experience to see unexpected movements emerge.

This time, it is being used in restaurants such as bakeries and soba shops, expanding sales channels.

"Like the germination of sunflowers, these efforts to expand our sales channels have given us opportunities to connect with various towns and businesses, and we would like to cherish each opportunity one by one. We would like to treasure the network that has been created and continue to pursue it in the future," Noshirogawa said in a thorough and detailed manner.

A story from Chief Masakazu Tamura

Cultivating sunflowers for sunflower oil

This is my third year involved in the sunflower oil project. At the time, Hamada and Togo had been working on the cultivation and product development of sunflower oil since the project's launch, so the groundwork had been laid for two years.

I was mainly in charge of sunflower oil production, and also in charge of procedures for government subsidy payments.

I previously worked in the agriculture-related field at the Hokuryu Town Office's Industry Division for about six years, during which I developed close relationships with farmers. For farmers, cultivating sunflowers for sunflower oil was labor-intensive and more difficult than other plants, and they could not expect to bring in much income.

In this situation, I always try to visit the fields and maintain close relationships with farmers, as a bridge between them and sunflower cultivation.

Acid value of sunflower oil

In cultivation, a major challenge is controlling the acidity of sunflower oil.

If sunflower seeds are not harvested within 150 days of sowing, the acid value will increase. Even if the harvest is large, the problem is that seeds with an acid value higher than the standard value cannot be sold.

Although verification can only be carried out once a year, so far we have found that seeds harvested 145 days after germination have low and stable acid values.

Sunflowers begin to accumulate oil after they have fully bloomed and are beginning to wither. Harvesting too early results in less oil. Harvesting too late results in more oil, but the acidity may be higher. The best time to harvest must be determined by looking for the optimum oil condition.

It is best to harvest after 3-4 consecutive sunny days when the sun has dried and hardened. In October, the weather becomes rainy and the temperature drops, which increases the moisture content of the sunflower seeds and makes them take longer to dry. From about 130 days after sowing, you should monitor the weather and determine the best time to harvest around 140 days later.

The fields where the seeds are sown are all different, and the air temperature, soil temperature, and field conditions vary from region to region. The number of days for germination also varies, and it is difficult to predict because it differs from field to field.

Since there are no previous examples or achievements, we have to go through a process of trial and error. Every year is a challenge! I tackle each project with excitement.

Countermeasures against Sclerotinia rot

Sunflowers are susceptible to stem rot.


Sclerotinia rot is a type of mold that invades sunflowers through the leaves, roots, receptacles, and between the stems. The disease appears after the sunflower blooms, and symptoms vary, including rotting of the underside of the flower head. Once the disease begins, the fungus can spread up to 300m. Weather conditions that cause the disease are said to be a temperature of 27°C and high humidity.

Sclerotinia rot is present in most fields, but the disease is usually controlled by spraying pesticides.

In the case of sunflowers in Hokuryu Town, they are grown for food without pesticides, so they cannot be sprayed with pesticides. If they are infected with sclerotinia disease, the seeds will become thin and the yield will be affected.

There are various situations, such as when the disease affects the entire field, when it affects only half of the field, or when it does not affect the neighboring field at all. We are consulting with the people at the Dairy Academy about how to deal with the disease, and we are proceeding through repeated research and analysis.

Proactive sales efforts

"It is rare for town hall staff to participate in business meetings and sell products. The agricultural cooperative will make sales pitches and may promote the town by selling products at events connected to those events, but they do not engage in sales activities.

However, thanks to Noshirogawa's guidance, we have been able to gain valuable experience, such as communicating with and building connections with various businesses, through sales channel expansion activities that town hall employees have never experienced before.

"In any case, it's only once you take action that you can see the direction you're heading in, so I've come to realise how important it is to have the ability to take positive action," says Tamura.

The passion for sunflowers, the symbol of Hokuryu Town



"Sunflowers are a symbol of Hokuryu Town, and I feel it is important to continue producing sunflower oil as a local specialty. I would like to make more people aware of sunflower oil, which goes well with any dish, and continue to make efforts to communicate its deliciousness. I would like to promote sunflower oil even more with confidence and pride as a safe and healthy local ingredient.

"So far, we have received kind words from local farmers saying, 'The town is working hard to make this a local specialty, so even if we don't make a profit, we'll do our best to support you.' We will continue to cherish our relationships with these farmers and do our best in the future," said Tamura.


Along with the bright and lively sounds of the sunflowers, the symbol of Hokuryu Town, the noble spirit of Hokuryu Town, burning with life, spreads...

Sunflower oil made with deep love and sincerity...
With great love, gratitude, and prayers for this wonderful collaboration of sunflower oil, which connects various perspectives...

"Rescue Hero" Comes to the Rescue of Hokuryu Town [Yahoo! News]

On Thursday, June 4th, J1 League Sapporo midfielder Takuma Arano and defender Naoki Ishikawa, who are engaged in rescue hero activities, met with the Hokuryu Town Sunflower Project Promotion Office via the web conferencing system "Zoom" and decided to begin work on the Hokuryu Town "sunflower oil" rescue!

Going forward, players Takuma Arano and Naoki Ishikawa are planning to interact with the children of Hokuryu Town and come up with new strategies!!!

Sunflower oil will be sold on the Rescue Hero special website.

Related articles

2020

・Hokuryu Town's "Sunflower Tourism and Local Products Fair" 2020 will be held in Chikaho, promoting the town with the participation of all of Hokuryu!(November 5, 2020)
・Face-to-face sales of Hokuryu Town's specialty products @ Sorachi Fair 2020 (Hokkaido Dosanko Plaza Sapporo store)(October 19, 2020)
・Hokuryu Town's specialties, "Sunflower oil, rice crackers from the fields, buckwheat flakes, and Kurosengokudon," are now available at Hokkaido Support Todoku (Coop Sapporo)!(May 8, 2020)

2019

　
・"Kurosengoku Soybeans & Sansan Sunflower Oil & Dressing" Gift Set [Introducing Hokuryu Town's Delicious Foods! No. 02](December 5, 2019)
・"Hokuryu Sunflower Balm" now available! Made with 80% sunflower oil from Hokuryu Town and no chemical additives(July 29, 2019)
・New Sunflower Bread Released! Made with roasted sunflower oil from Hokuryu Town(July 20, 2019)
・Sales fair for Hokuryu Town's special products "Sunflower oil," "Sunflower rice," and "Kurosengoku soybeans" @Mitsui Outlet Park Kitahiroshima(July 1, 2019)

2018

・Introducing the new "Ramen Salad" using Ajidokoro Hachihachi's original "Kurosengoku and Sunflower Oil Dressing" (Himawari Tourist Center)(July 19, 2018)
・Newly released Kurosengoku soybean sunflower oil dressing!(July 14, 2018)
・Petit Marché @ Farm Aid Ginza 2018 Summer - Promotion of Hokuryu Town Sunflower Rice & Sansan Sunflower Oil(July 11, 2018)
・Sunflower rice and sunflower oil sales promotion activity "Play. Live. Grow. Let's go to SATOYAMA & SATOUMI 2018" @ Pacifico Yokohama (Yokohama City)(April 10, 2018)
・In search of freshly squeezed sunflower oil @ Rakuno Gakuen University Food Planning and Development Laboratory Research Presentation(March 9, 2018)
・More than 200 people participated in a seminar to learn about sunflower oil and a tasting lunch event (Sapporo City) to taste sunflower oil.(February 19, 2018)
・Roasted Sunflower Oil, made from 100% sunflower seeds grown in Hokuryu Town, is now available at Sunflower Park Hokuryu Onsen!(February 13, 2018)

2017

・A Hokuryu Town product exhibition featuring rice, Kurosengoku soybeans, and sunflower oil was held at Yumoya (Taichung City, Taiwan).(December 11, 2017)
・The sunflower oil recycling project was featured in the Hokkaido Creation Journal "Tsukuru"(July 12, 2017)
・Mayor Yutaka Sano announces the commercialization of "Sunflower Oil" on the Hidaka Mutsuro Show (STV Radio)(February 23, 2017)
・Sansan Sunflower Oil (Hokuryu Town x Nisshin Oillio Group) product launch(February 17, 2017)
・Sunflower Oil Regeneration Project Information Session & Tasting Session (with recipes)(January 28, 2017)

・Harvesting and drying of oil sunflowers begins(September 28, 2017)
・Honoka Agricultural Cooperative [No.21] Aerial shot of weeding in a sunflower oil field(June 15, 2017)
・Honoka Agricultural Cooperative [No. 15] Harvesting sunflower seeds for sunflower oil(September 29, 2016)

2016

・Togo's oil story(May 2016 - December 2016)

◇ Photography and editing: Noboru Terauchi Interview and text: Ikuko Terauchi