The appeal and effects of brown rice and roasted rice bran from Niigata Koshihikari "Joint Farm" grown using organic farming methods

Hello, this is Miko!
Time flies and we are already two months into 2025, and it is now March. Spring is just around the corner!
So, we'd like to introduce you to Joint Farm, who has appeared in this month's lineup!

But first, how did I find out about this manufacturer? It was when I happened to buy some brown rice coffee at a local natural foods store during a business trip to Niigata last November.

The story behind the birth of the Joint Farm

Hideo Ohno's lifelong career change

Joint Farm's founder, Hidenori Ohno, was a businessman selling furniture in Tokyo, but he began to think about food, the basis of life, and began considering a career in farming.

When he turned 50, he was driven by a desire to pursue agriculture, especially to produce and sell healthy food, so he sold all of his company buildings in Tokyo and moved with his whole family to Kambara County, Niigata Prefecture, where he currently resides. The area was perfect for rice cultivation, with mineral-rich meltwater flowing and large temperature differences between day and night.

The Secret of Ohno's Mineral Farming Method

It wasn't all smooth sailing for Mr. Ohno from the beginning. However, his natural vitality and imagination, as well as his many years of experience as a businessman, bore fruit, and after much trial and error he finally established his own unique "Ohno-style mineral farming method."

The distinctive feature of this farming method is that it does not use any animal fertilizers, but instead uses only compost made from plant-based fertilizers (soybean pulp and tea lees) that have been fully fermented to 80 degrees, and "natural mineral concentrate" that is rich in minerals that humans need. This was a unique rice cultivation method that promoted the activation of soil microorganisms and cultivated rice that was resistant to pests and diseases.

Currently, this farming method has spread to 25 farming households in the area, and they are producing high-quality "Gensenmai" rice, which is their brand name.

"No animal fertilizers are used." There is a firm principle behind this

Usually, fertilizer used in rice cultivation is a mixture of animal and plant fertilizer, which is a mixture of the excrement of animals such as cows, chickens, and pigs. However, in today's conventional livestock farming, much of the feed given to animals contains many antibiotics , hormones , and vaccines to promote growth and prevent infectious diseases. In agriculture that emphasizes plant circulation, the excrement of animals that have eaten such feed is considered to be the same as using chemical fertilizer, and is therefore not used at all at Joint Farm .

Perhaps that's why, when I opened the bag for the first time, there was absolutely no smell that is typical of brown rice.
When I mentioned this to President Ohno, he replied confidently, "Of course!" with a beaming smile and tanned skin.

Joint Farm's flagship product

Golden Gensen Rice (Brown Rice)

Grown entirely in fully matured compost! The highest quality rice known only to those in the know! Joint Farm Niigata Prefecture Koshihikari "Golden Source Rice (Brown Rice)"

The specially cultivated rice "Golden Gensen Rice" that we carry in our store is made by carefully selecting only the rice with the highest taste from the "Gensen Rice", the Koshihikari rice they produce.

Even though it is brown rice, it has a rich aroma, sweetness, and chewy texture, and is soft and odorless. It is also delicious even when cooled. It is easy to eat even for those new to brown rice, and has excellent nutritional value.

In addition, all products have passed quality inspections for residual pesticides, radioactivity, nitrate nitrogen (a carcinogenic substance), cadmium, arsenic, etc.

By the way, the rice produced here has been praised for its high quality and has been used on numerous television programs and by famous chefs.

It's well-known that for many years this rice, as well as brown rice pasta, which I'll introduce later, have been used in the cooking competition corner of SMAP x SMAP's "Bistro SMAP." Pasta in particular was always used when Hollywood stars appeared on the show. Supermodel Miranda Kerr, who is knowledgeable about healthy eating, is said to have become a big fan of the brown rice pasta she ate on the show. It is also well-known that the late cooking researcher "Grandma," Suzuki Tokiko-sensei, used to eat it privately all the time. There are also rumors that it is also eaten in the homes of Kudo Shizuka and Kimura Takuya.

By the way, our products are also sold wholesale to high-end supermarkets such as National Azabu and Meijiya, as well as department stores such as Isetan and Takashimaya.

Roasted rice bran flour

Packed with the nutrients of brown rice! Joint Farm's Niigata Prefecture Koshihikari rice "Sweet like soybean flour! Eat as is Roasted rice bran flour" 150g

Joint Farm's roasted rice bran flour is a superfood packed with the nutrients of brown rice.

Rice bran powder in particular is perfect for people on a diet, and is a product that we would highly recommend to those who are on a low-carb diet but still want to get the nutritional value of brown rice.

This rice bran flour contains the bran and germ around the rice grain that are produced when brown rice is refined, and is said to contain approximately 95% of the nutritional value of brown rice.

By the way, because of its high nutritional value, rice bran flour is now sold by many manufacturers, but to be honest, the quality varies widely. This roasted rice bran flour has obtained Kosher certification , which is stricter than Japan's organic JAS certification.

The manufacturing method is to remove bacteria and moisture from rice bran at a high temperature of 180℃, and then grind it into ultra-fine powder with a particle size of 20μm or less using a grinder. This makes it easy to dissolve in yogurt and drinks, and it has a sweet and delicious taste, just like soybean flour . I recommend taking a little over one tablespoon (about 20g) per day .

In addition, during the manufacturing process, the product is also tested for coliform bacteria and Staphylococcus aureus.It has been "alpha-processed" to improve digestibility and absorption , so you can eat it as is after opening the bag.

Brown rice is said to be a complete nutritional food that contains almost all of the nutrients modern people need except for vitamin C.

Brown rice is particularly rich in nutrients that are ideal for beauty and dieting, such as dietary fiber that regulates intestinal environment, B vitamins that are essential coenzymes for metabolism, vitamin E with antioxidant properties, gamma-oryzanol that lowers cholesterol, inositol, and more.

According to experts, taking it every day has many benefits for your health, including preventing lifestyle-related diseases, improving your intestinal environment, boosting your immune system, and having beauty and weight-loss effects.

[Three reasons why Joint Farm's rice bran flour is significantly different from other manufacturers]

1. Commitment to ingredients: While most rice bran flour is made from conventionally grown rice or rice grown using animal fertilizer, Joint Farm uses only the highest quality spring rice grown using the unique "Ono Mineral Farming Method," which does not use any animal fertilizer. It is made from truly safe ingredients, free from the risk of antibiotics or hormones.

② Difference in manufacturing technology: While many manufacturers produce coarse powders, Joint Farm has achieved ultra-fine powder with particle sizes of less than 20 μm. This technology makes it easy to dissolve in yogurt and drinks, and significantly improves digestibility and absorption.

3. Different levels of quality certification: While it has the general organic JAS certification, it also has the stricter Kosher certification. It has also been tested for coliform bacteria and Staphylococcus aureus and has undergone pregelatinization, so you can eat it right after opening the bag with peace of mind.

It doesn't have the distinctive smell of brown rice, and has a sweetness like soybean flour, so you can easily consume it by mixing it with yogurt or smoothies. Every day after lunch, I have my homemade soy milk yogurt made with Mygurt , topped with this roasted rice bran powder and genuine brown sugar syrup .

100% Pesticide Free Rice! Live Lactic Acid Bacteria from Wild Koji Molds, Mygurt Freeze-dried 1g x 30 packets

Genuine! 100% pure brown sugar syrup (molasses-containing brown sugar) 486g

By the way, when I first called and spoke with President Ohno, he strongly recommended rice bran flour. lol When I told him the reason, he said, "If you see me eating it every morning, you'll understand!" And when I met Mr. Ohno at the exhibition the other day, I was surprised at how young he was!

Amazing! It's hard to believe he's 78 years old this year, with his black hair (which he has never dyed before!), slim figure, muscular body, and handsome looks!

Seeing is believing, and this is truly the case. This is the power of brown rice! I was impressed once again.

Gluten-free brown rice pasta/rice flour pasta

Instead of ramen or soba! Gluten-free brown rice pasta made with spring rice, thin noodles (1mm) type, 100g x 2 bags

Just like fettuccine! Gluten-free brown rice pasta made with spring rice, thick noodles (7mm) type, 100g x 2 bags

Instead of ramen or soba! Gluten-free rice flour pasta made with spring rice, thin noodles (1mm) type, 100g x 2 bags

Just like fettuccine! Gluten-free rice flour pasta made with spring rice, thick noodles (7mm) type, 100g x 2 bags

Oh yes, we also focus on making luxurious gluten-free brown rice pasta and rice flour pasta using this spring rice.

After much trial and error, they were unable to find a smooth texture, and finally decided on using taro, also from Niigata Prefecture.

Apparently, Professor Hattori Yukio was asked to taste the recipe several times before finally giving it the OK.

The ingredients are only domestically produced brown rice, taro, and potato starch. The production factory is also domestic, of course, and it is made with a focus on domestic ingredients, so it is exactly the safe and secure domestic gluten-free pasta I was looking for.

I was even more surprised when I tried it! It has a smooth and chewy texture that you wouldn't expect from brown rice or white rice, and it's a semi-cooked type that only requires boiling for one minute. (Check the product page for instructions on how to use it!) And yet it lasts for a year from the date of manufacture, so I've added it to my rolling stock!

Summary: Joint Farm for a Healthy Lifestyle

The "Golden Source Rice" and roasted rice bran flour made by Joint Farm are extremely effective for maintaining daily health and anti-aging. Why not take this opportunity to incorporate Joint Farm's brown rice, rice bran flour, and rice flour pasta into your daily life and live a healthy and rich life from the inside out with me?

Grown entirely in fully matured compost! The highest quality rice known only to those in the know! Joint Farm Niigata Prefecture Koshihikari "Golden Source Rice (Brown Rice)"

Packed with the nutrients of brown rice! Joint Farm's Niigata Prefecture Koshihikari rice "Sweet like soybean flour! Eat as is Roasted rice bran flour" 150g

Instead of ramen or soba! Gluten-free brown rice pasta made with spring rice, thin noodles (1mm) type, 100g x 2 bags

Just like fettuccine! Gluten-free brown rice pasta made with spring rice, thick noodles (7mm) type, 100g x 2 bags

Instead of ramen or soba! Gluten-free rice flour pasta made with spring rice, thin noodles (1mm) type, 100g x 2 bags

Just like fettuccine! Gluten-free rice flour pasta made with spring rice, thick noodles (7mm) type, 100g x 2 bags