Spring Scented with Ise's Flowers, Matsujiro no Mise: [New Honey] Pre-orders Begin!

Matsujiro no Mise Co., Ltd. (Headquarters: Matsusaka City, Mie Prefecture; Representative Director: Shunsuke Mizutani) will once again begin selling its 'New Honey Shinto Hanabana,' harvested from the seasonal flowers of Ise.

We practice environmentally friendly beekeeping that connects to the next generation, while valuing coexistence with nature. The exquisite product born from this, 'Mitsusho Shinto Hanabana,' is a polyfloral honey carefully collected from the diverse flowers blooming in the satoyama (traditional Japanese agricultural landscape).

It is a special honey filled with the passion and reliable techniques of beekeepers.

Matsujiro no Mise New Honey Shinto Hanabana

'New Honey Shinto Hanabana,' born from the nature of Mie Prefecture, makes its appearance again this year!

'New Honey Shinto Hanabana' is a 'polyfloral honey' collected by bees from the nectar of various plants blooming in the satoyama, such as Japanese holly and Japanese wax tree, and cherry blossoms. Its aroma and flavor subtly vary depending on the climate and flowering conditions of the year, making it a honey that can be called 'a fleeting record of nature.'

As a fourth-generation beekeeper, Shunsuke Mizutani (nicknamed 'Oshun') continues to face the local nature and convey the charm and potential of honey.

Beekeepers' thoughts on facing climate change

Due to the recent effects of global warming, spring in Japan is becoming shorter, and if high temperatures exceeding 30 degrees Celsius continue, pollen production becomes difficult, and the amount of nectar collected is greatly affected.

Amidst this, Matsujiro no Mise, since its establishment in the first year of the Taisho era (1912), has cultivated seasonal honey with bees through the skills and sensibilities of its artisans, while facing the nature of Ise.

'Honey' with a delicate flavor that can only be born when bees and beekeepers become one and breathe with nature. 'New Honey Shinto Hanabana' is also the answer of artisans living in the present age, born from such 'dialogue.'

We value the way of beekeeping that lives in harmony with the local satoyama, flexibly responding to natural changes such as abnormal weather and seasonal shifts. As a fourth-generation beekeeper, Shunsuke Mizutani (nicknamed 'Oshun') continues to face the local nature and convey the charm and potential of honey.

Utilizing his sensory perception of taste, he handles blending while discerning the individuality of flowers. He is also engaged in nurturing young beekeepers who will be the future leaders, spreading the value of living in harmony with nature. What should humanity do to live happily in the future on Earth? SDGs have set 17 common goals to 'unite the world' and seek participation from governments, corporations, and citizens.

What we, Matsujiro no Mise Co., Ltd., can do as a company.

In considering this, we thought about value 'through bees.'

State of the apiary

Bees not only collect honey but also play an extremely important role as pollinators in the growth and prosperity of plants.

They are, so to speak, the source of the natural world. Plants nurtured by bees produce oxygen from carbon dioxide (CO2), contributing to the reduction of carbon dioxide emissions and the prevention of global warming. Bees also play a huge role in the agricultural sector, supporting human 'food.' Furthermore, they help enrich vegetation and contribute to biodiversity and the conservation of the natural environment.

Beekeeping is the industry that maximizes the power of these bees.

Matsujiro has been engaged in beekeeping for 110 years since the first year of the Taisho era. We will continue to deepen our knowledge through bees and carry out sustainable activities.

Increasing the number of bees through beekeeping
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Bees mediate plant pollination
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Fruits and plants increase. Greening is promoted
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Not only 'CO2 reduction' but also the production of oxygen (O2).

~Thoughts on Shinto Hanabana and the challenge of beekeepers facing environmental changes~

In recent years, as temperatures continue to rise across Japan due to global warming, not only agricultural products and fruit trees but also ecosystems such as bees are being greatly affected. There was a time when the flowers blooming in the satoyama were richly colored, and bees and ladybugs danced in the fields and mountains, forming a natural chain through plant pollination activities. However, it has become clear that the recent phenomenon of prolonged high temperatures exceeding 30 degrees Celsius has a serious impact on pollen production in indigenous Japanese plants.

Amidst these environmental changes, harvesting nectar from flowers using traditional methods has become difficult, and even today, to produce high-quality honey, it is essential for beekeepers themselves to hone advanced skills and sensibilities and confront environmental changes together with bees. Since its establishment in the first year of the Taisho era, beekeepers who have continued to protect their unchanging passion and techniques have been diligently engaging in dialogue with each individual bee, feeling the environmental fluctuations firsthand in the land of Ise, and striving to produce honey that can be called a traditional masterpiece.

This initiative is not merely about inheriting tradition but also contributes to sustainable agriculture and the maintenance of ecosystems in a rapidly changing climate. We are convinced that the fusion of environmental consideration and local traditional techniques is the key to creating new value.

New Honey Mitsusho Shinto 'Hanabana'

Honey collected from the flowers of Mie Prefecture and across Japan. It is characterized by a mellow taste, a fragrant floral aroma, and a firm sweetness. Matsujiro no Mise, a honey shop that has been engaged in beekeeping since the first year of the Taisho era, has a store in Oharai-machi, the temple town of Ise Grand Shrine. Along the Sangu Kaido (the road leading to Ise Grand Shrine), flowers have bloomed abundantly in nature since ancient times, coexisting with people's lives.
We carefully select honey collected from these flowers and deliver it as the 'King of Nectar,' bearing the name of Shinto Ise. It is one of our representative honeys with a natural taste. Please enjoy the taste of Mitsusho, who has pursued the unchanging taste and pure honey since the first year of the Taisho era, reflecting on the Sangu Kaido.

New Honey Hanabana

New Honey Shinto 'Hanabana'

'New Honey Shinto Hanabana' is characterized by its rich aroma and gentle sweetness.

It is a flavor that subtly adds color to daily life, whether with yogurt, bread, or tea.

• Product Name: New Honey Shinto Hanabana
• Contents: 600g
• Price: 2,916 yen (tax included)
• Estimated Delivery Date: Mid-July
• Sales Locations: Available for purchase at Matsujiro no Mise stores and the official online shop.

We will deliver fresh and precious 'New Honey'

Delicious new honey from domestic honey 'Mitsusho R' has been harvested. Pre-orders for 2026 New Honey Renage (delivery: early July) and Hanabana (delivery: mid-July) will begin.

This year, we will also deliver freshly harvested 'New Honey.'

Honey collected from various flowers gradually loses its floral aroma over time and eventually matures into a stable, honey-like taste. Monofloral honey collected from a single flower has different characteristics, which is one of the joys of tasting honey.

On the other hand, new honey is fresh honey collected during the peak blooming season, truly the 'first pressing of spring.'

New Honey Renage

The taste of freshly harvested honey is precious and can only be enjoyed during this period, unlike the usual time, and many customers enjoy it every year.

• Product Name: New Honey Renage
• Contents: 600g
• Price: 6,696 yen (tax included)
• Estimated Delivery: Early July
• Sales Locations: Available for purchase at Matsujiro no Mise stores and the official online shop.

Sales will end once stock runs out.

For details, please check here.
https://www.matsujiro.shop/user_data/newhoney

About Matsujiro no Mise Co., Ltd.

Matsujiro no Mise Co., Ltd. is a long-established beekeeping specialist company founded in 1912, producing and selling high-quality honey and royal jelly in harmony with Japan's nature. Our corporate philosophy is 'to fill customers with smiles through bee products, gifts from nature.' By continuing to widely disseminate knowledge about honey and beekeeping to society, we practice sustainable beekeeping, actively engage in environmental protection activities and regional contributions, and contribute to future environmental conservation.

Contact Information

Matsujiro no Mise Co., Ltd.
Public Relations: Mizutani, Ono
1873 Nakamachi, Matsusaka City, Mie Prefecture, 515-0083
TEL: 0598-26-8133
Email: media@matsujiro.co.jp
Web: https://matsujiro-global.com/jp/