Tottori's Active Fisherman, Benkeimaru, to Launch "Quasi-Fresh Fish" Dried Fish Direct Delivery Service from July 2026

Benkeimaru (Tottori City, Tottori Prefecture, Representative Director Chiaki Kawanishi), an active fisherman who runs the cumulative 94,915-set fresh fish mail order service "Benkeimaru Toretate Chokusou Bin," has launched a mail order service for a new category, "Quasi-Fresh Fish" dried fish (limited to 30 sets per week), starting in July 2026. This product, co-created with "Tate Shoten" (3rd generation Hiroki Tate), a dried fish shop in Sakaiminato City, Tottori Prefecture, features high-freshness dried fish meticulously adjusted by artisans in 1°C increments and 10-minute drying time increments, carefully selected by fishermen to meet their confident delivery standards. These dried fish are not only suitable for grilling but can also be used for carpaccio, acqua pazza, and mixed rice, serving as a "dried fish that extends the realm of fresh fish" to bring the joy of eating fish to dining tables even in an era of changing seas.

The sea has changed. What will fishermen deliver?

According to the "Fiscal Year 2024 Fisheries White Paper" released by the Fisheries Agency, the average sea surface temperature in Japanese waters in 2024 recorded the highest value since statistical records began. The temperature has risen by +1.33°C over the past approximately 100 years, with warming progressing at a pace exceeding the global average. (Source: Fisheries Agency "Fiscal Year 2024 Fisheries White Paper" June 2025)

Fish migration routes are changing, and the empirical rules that fishermen have accumulated over many years are becoming less applicable. We at Benkeimaru, who have been delivering fresh fish from the Sea of Japan in Tottori since 2007, have also had to face this reality.

"When we cannot catch fish of satisfactory freshness, what should we deliver to our customers? Is there a way to deliver the value of fish even on days when we cannot catch any?"

We have spent three years searching for an answer to this question.

Delivering New Ways to Enjoy Fish in an Era of Declining Fish Consumption

Japanese fish consumption continues to decrease. The per capita annual consumption, which was 40.2 kg in fiscal year 2001, has halved to 21.4 kg in fiscal year 2023. The main reasons consumers do not buy fish are "the hassle of preparation" and "high prices." (Source: Fisheries Agency "Fiscal Year 2024 Fisheries White Paper")

At the same time, the number of people involved in fisheries continues to decline. The number of fishery workers has decreased by 117,000 over the past 20 years, and the average age has reached 57.1 years. (Source: Fisheries Agency)

"If fishermen can make a profit, the succession problem will be solved" – this is our unwavering belief at Benkeimaru. Direct delivery of fresh fish from fishermen was one answer. And "Quasi-Fresh Fish" dried fish is the next answer for an era of changing seas.

What is "Quasi-Fresh Fish"? Neither fresh fish nor ordinary dried fish.

"Quasi-Fresh Fish" is a new category of dried fish named by Benkeimaru.

Dried fish are not "preservation food." While trapping the umami of the fish, we can retain a certain freshness and openness akin to fresh fish. We perceive this state as "something between fresh fish and dried fish" and have named it "Quasi-Fresh Fish."

There are three promises for "Quasi-Fresh Fish" dried fish, made by us at Benkeimaru and Tate Shoten:

Promise 1: Do not mask the taste of the fish.

Using only domestic salt and water, without adjusting the flavor with seasonings or additives. We bring out the original umami of the fish.

Promise 2: It becomes the star of the meal just by grilling.

Even on busy days, it becomes "a properly delicious fish dish" simply by grilling. It offers the flexibility to be used in carpaccio, acqua pazza, or mixed rice.

Promise 3: Only deliver dried fish that are not inferior to fresh fish.

Do not erase the individuality of each fish species. Do not mask with salt. Do not over-dry. Retain a fluffy texture. Benkeimaru, which has always valued fresh fish, has uncompromising standards for dried fish as well.

Co-creation with Tate Shoten, reached after three years of effort

After three years of ordering and trying dried fish from all over the country, we encountered "Tate Shoten," a dried fish shop in Sakaiminato City, Tottori Prefecture.

Tate Shoten (3rd generation Hiroki Tate) processes fish caught in the San-in Sea by noon on the same day, using only domestic salt and water, and finishes it with artisanal skill, adjusting temperature in 1°C increments and drying time in 10-minute increments. They vary the saltiness for each fish species, change their methods according to the season, and even adjust the angle of their knives. Their method of making dried fish without masking the fish's flavor and retaining the individuality of each species met the "standards of fishermen who deliver fresh fish."

"When I first tasted Mr. Tate's dried fish, I felt the same confidence as I do when delivering my own fish. I realized I could deliver dried fish to the same standard as fresh fish. That was the deciding factor." (Nobuaki Kawanishi, Vice Representative)

Product Overview: Quasi-Fresh Fish Dried Fish Direct Delivery Service (Limited to 30 sets per week)

Set Name

Price (including shipping, tax)

Estimated Number of People

Features

Authentic Dried Fish Experience Set

5,980 yen

For 2 people

Enjoy for 3-4 meals for two. For dual-income households and retired couples.

Set Where Dried Fish is the Star

7,980 yen

For 3-5 people

Enjoy for 2-3 meals for a family of 4. For the daily lives of families raising children.

Weekend Feast of Amazement Set

10,980 yen

For 6-8 people

Enjoy for 2-3 meals for a family of 6. Enrich your weekend dining table.

Content Example (varies by season): Flounder, Striped Grunt, Horse Mackerel, Rockfish, Barracuda, Yellow Sea Bream, etc.

Sales Start: July 2026

Sales Method: Orders accepted on the Benkeimaru official website (https://benkeimaru.com/)

Manufacturing: Tate Shoten (Sakaiminato City, Tottori Prefecture)

Sales: Benkeimaru Co., Ltd.

Future Outlook

"Quasi-Fresh Fish" dried fish is not a supplementary product to fresh fish mail order. It is a new option for continuing to deliver the value of fish even as the seas change.

We at Benkeimaru will continue to enhance the economic sustainability of fisheries and pass on Japan's fish-eating culture to the next generation, based on our belief that "if fishermen can make a profit, the succession problem will be solved."

Materials Available for Interviews:

For this matter, we can provide the following interview materials. If you are interested, please contact us at the inquiry details below.

Interview with active fisherman Nobuaki Kawanishi at the fishing port/on the fishing boat (experiences of changes in the Sea of Japan, struggles with fresh fish mail order, three years of exploration)

On-site reporting of dried fish production by craftsman Hiroki Tate at Tate Shoten (Sakaiminato City) (adjustment of temperature/drying time, knife skills, etc.)

Interview with Benkeimaru Representative Director Chiaki Kawanishi (fishery management, succession issues, realities of D2C mail order)

Demonstration and filming of "Quasi-Fresh Fish" dried fish tasting comparison and arrangement dishes (carpaccio, acqua pazza, mixed rice)

Comments on climate change, declining fish consumption, and fishery succession issues.

Representative Profiles

Nobuaki Kawanishi, Vice Representative & Benkeimaru Captain

Born in Osaka in 1970. After graduating from Kansai University Faculty of Commerce, he worked for a housing manufacturer. In 2002, he moved to Tottori Prefecture as an "I-turn" migrant at the age of 32 after a fisheries experience program hosted by the prefecture, and became a fisherman. Despite having a constitution prone to seasickness, he continues fishing driven by his desire to deliver the bounty of the Sea of Japan to many people. He founded Benkeimaru Co., Ltd. with his wife, Chiaki Kawanishi, and is in charge of planning and operating "Benkeimaru Toretate Chokusou Bin." He began fishing in Tottori in 2006 and launched his fresh fish direct mail order service in 2007. Total sets sold exceed 90,000, with cumulative regular customers reaching 1,170 households. His nickname is "The Seasick Fisherman Who Quit His Office Job."

Chiaki Kawanishi, Representative Director

Founded Benkeimaru Co., Ltd. with her husband, Nobuaki. She is in charge of the operation and customer service for the fresh fish mail order business. With the philosophy of "reconnecting family bonds through the revitalization of Japan's fish-eating culture," she aims to preserve not only the delivery of fish but also the dining table experiences centered around fish for the future.

Company Overview

Company Name

Benkeimaru Co., Ltd.

Location

4-31-23 Kairocho Kita, Tottori City, Tottori 680-0907

Representative

Representative Director Chiaki Kawanishi

Founded

March 1, 2007

Business Activities

Mail order of fresh natural seafood from the Sea of Japan by active fishermen, direct sales from production areas.

Official Website

https://benkeimaru.com/

Inquiries from Media Regarding This Matter

Benkeimaru Co., Ltd.

Contact: Nobuaki Kawanishi

4-31-23 Kairocho Kita, Tottori City, Tottori 680-0907

TEL: 0857-28-8697

FAX: 0857-28-8697

E-mail: fish@benkeimaru.com

Inquiry Form: https://benkeimaru.com/contacts

Business Hours: 10:00-12:00 / 13:00-17:00 (Closed Tuesdays and Saturdays)