We sat down with Tomoyo Nakamura, the "Okami" (female owner) of Mori no Sobako-ya-san, a specialty soba flour shop. Discover how the company pivoted from wholesale to online sales and retail in the wake of the COVID-19 pandemic, successfully attracting new customers and establishing the unique concept of "Sobajikan" (Soba Time). We delve into the story behind their success.

Nakamura-san's passion is clearly reflected in her product development. Behind the distinctive buckwheat seeds and the charming logo inspired by the "Mori" (forest) of Mori Town lies a strong desire to connect with customers and share ways to enjoy soba that suit their individual lifestyles, all originating from Mori Town. Her dedication to offering a diverse range of products, showcasing the profound depth of soba flour that varies depending on the milling method and part of the buckwheat used, is a testament to her love for "soba flour."

What's even more astonishing is Nakamura-san's relentless pursuit of the possibilities of soba flour. From 100% soba flour donuts and cookies to muffins and pancake mixes, she is constantly generating ideas for innovative new products that defy conventional wisdom. This stems from her belief in the infinite potential of soba flour and her passion to deliver a new "culinary experience" to her customers!

Nakamura-san's story vividly portrays Mori no Sobako-ya-san's efforts to create new value for soba through innovative challenges, while preserving a 150-year tradition. We are excited to see what kind of "Sobajikan" they will offer us in the future. Be sure to check out the full story and experience Nakamura-san's passion and the charm of Mori no Sobako-ya-san!