Gifu's Wild Ayu Now Available: 'Gifu Maru' Offers Tasting Comparisons from Four Pristine Rivers

The farm-to-table site 'Sanchi Chokuso! Gifu Maru,' operated by Hidakara Co., Ltd. (based in Hida City, Gifu Prefecture), has begun accepting orders for wild Ayu raised in four pristine rivers: the Nagara, Hida-Shokawa, Maze, and Takahara.

In cooperation with local fishermen and food vendors, Gifu Maru delivers Gifu's wild Ayu nationwide. Beyond offering these products for special gifts or home dining, the platform fosters a 'virtuous cycle' that supports local fishermen and the preservation of traditional Ayu fishing culture, ultimately helping to protect the beautiful clear streams Gifu is known for.

Achieving Tasting Comparisons from Gifu's Famous Rivers
Previously, Gifu's wild Ayu were difficult to obtain, often requiring visits to the production sites or ordering from individual river cooperatives. Gifu Maru now leverages a system that allows local businesses to easily list their products on a major platform, bringing together the prefecture's premier Ayu in one shop. This enables customers to purchase and enjoy a luxurious 'tasting comparison' at home.

Wild Ayu, also known as 'Kogyo' (fragrant fish), feed exclusively on high-quality moss found in clear riverbeds. This diet gives them a refreshing aroma reminiscent of watermelon or fresh leaves. Swimming against strong currents keeps their flesh firm, providing a unique, refined fat content and deep umami flavor in the entrails that farmed fish cannot match.

Distinctive Ayu from Different Rivers:
1. Gujo Ayu (Nagara River): Famed for its beauty, fragrance, and perfect balance of firm flesh and quality fat, this brand has won the Grand Prix at the 'Seiryu Meguri Kiki-Ayu' competition.
2. Hida-Shokawa Ayu (Shirakawa Village): Raised in the cold, clear waters of snowmelt, these Ayu have exceptionally firm flesh. They are known for a pure, clean taste with a subtle, elegant aroma.
3. Upper Maze River Ayu: Grand champion at the 'National Kiki-Ayu in TOKYO,' these fish benefit from nutrient-rich water flowing from broadleaf forests, resulting in a rich aroma and beautiful golden scales.
4. Takahara River Ayu: Sourced from the clear mountain streams fed by the Northern Alps, these Ayu, while small, are remarkably firm and boast a refined, high-quality flavor.
5. Hida Miyagawa 'Abare' Ayu: Named for their lively behavior, these fish grow strong in harsh environments, offering a perfect balance of moderate fat and an elegant aroma.

Connecting Gifu's Clear Streams to the Future
Ayu play a crucial role in maintaining Gifu's river ecosystems, as the revenue from fishing licenses used to catch grown fish is reinvested into environmental conservation. By consuming Gifu’s Ayu, customers nationwide contribute to a virtuous cycle that sustains traditional fishing culture and ensures the health of these valuable aquatic resources and ecosystems. Gifu Maru supports local businesses in expanding their sales channels while sharing the appeal of Gifu's Ayu with the nation.