Sumitomo Corporation sponsored tasting and promotion of rice produced by JA-Akita-Obako at a public open-air event organized by a radio station held in Hibiya Park on November 8 and 9.Suguri-Mai brand "Obako-no-Takumi" (Obako's craft) rice was on display and available to try at a booth organized especially for the event.

Sumitomo has been distributing rice produced by JA-Akita-Obako (*) since 2003, working together with the association during this time to improve the quality of the rice. Especially "Obako-no-Takumi" rice of the Suguri-Mai(meaning"Selected rice") brand comes from the top10 farmers in that area, as judged by a competition started in 2007. In the past white rice was graded according to the size and color of the grain. But Suguri-Mai rice is developed with a particular focus on taste. The flavor and quality is evaluated by both human and mechanical testers, which gives us great confidence in our recommendation of it.

(*)JA-Akita-Obako is a agricultural cooperative operated in the three cities of Daisen City, Misato Town and Semboku-city, all in Akita prefecture.

Despite the unsettled weather, around 100,000 people visited the Hibiya Park event in the two days. Our booth distributed 800 sample rice balls made of "Obako-no-Takumi" rice newly harvested in autumn 2008 to long lines of visitors and the samples were quickly consumed. Rice was also available for sale at the booth and other agricultural products in JA-Akita-Obako were also promoted.

Under the slogan, "Farm to Fork", Sumitomo's Food Buisiness Division will actively support more visible communication between farmers and consumers and continue efforts for agricultural industry.

Note: Our activities for Suguri-Mai "Obako-no-Takumi" rice will be introduced by Nippon Broadcasting's radio program "Business Show Up" each day from 8:27 to 8:30 am from November 24 through 28.