From February 23rd to 26th, 2023, a four-day event called “Japan Local Specialty Fair 2023 in New York” was held at the “Japan Village” marketplace in Brooklyn. Resobox was at the event to help promote shiitake mushrooms from Sugimoto Shiitake of Miyazaki Prefecture. More than a thousand visitors flocked to our booth during the event, where they enjoyed sampling and shopping.

At the event, Sugimoto Shiitake’s main product, “dried shiitake mushrooms,” and the popular “shiitake powder” were sold. In addition, visitors sampled “butter-fried shiitake.” The rehydrated dried shiitake mushrooms were cooked in butter and seasoned with salt and white wine. Over 90% of the tasters said it was completely different from any shiitake they had eaten before, and their wide-eyed expressions clearly showed their amazement.

The majority of dried shiitake mushrooms currently sold in the United States are grown from substrates – often sawdust or wood chips – and lacking in taste. Although it is well-known that shiitake mushrooms are nutritious, many people have the misconception that they are “not tasty.” When offering samples to children visiting with their families, most of them refused, saying they didn’t like shiitake. However, when they tried Sugimoto’s shiitake, they smiled and said, “I’d like to eat this.” Parents were delighted to buy the product for their families.

When the differences between the “log-grown shiitake” produced by Sugimoto Shiitake and the mass-produced “substrate-grown shiitake” were explained in detail, especially the production processes and umami components, many customers who had been on the fence were convinced. They picked up the products one after another, and by the closing time on the last day, more than 200 prepared items were sold out.

We will continue to support Sugimoto Shiitake’s expansion into the New York market. If you are interested in expanding your business and could use some help, please contact us through the inquiry form on our website.