Jikaseimen Kineya has switched the wheat used for udon at all locations to 100% Mie-grown Ayahikari. Starting 1 October 2026, it will begin serving udon made with flour standardized as Ise no Hikari (Ise's Light).
Jikaseimen Kineya will completely renew the wheat used for its udon nationwide, standardizing 100% first-grade Mie-grown Ayahikari wheat as its original Kineya flour, Ise no Hikari (Ise's Light), and begin serving it at all locations from 1 October 2026. The aim is to stabilize the taste and quality of the noodles and to help promote food education through public-private collaboration.
The announcement was held at Mie Terrace in Nihombashi, Tokyo, and attended by representatives of Mie Prefecture, JA全農みえ and the Ministry of Agriculture, Forestry and Fisheries. They discussed the process from the discovery of Ayahikari to the establishment of a stable supply system, as well as its development into food-education activities.
Mie Prefecture explained the characteristics of Ayahikari's production region and described a stable supply system that rotates paddy fields and upland fields through a two-year, three-crop block rotation. It also stated its policy of securing 100% in-prefecture distribution through milling companies across the prefecture.
The initiative was presented as an effort to cultivate the future of Japan's food culture and agriculture by deepening ties between food-service businesses and producers. The udon-making classes featuring the signature menu item will also switch entirely to Ayahikari.