Spring with the scent of Ise flowers, Matsujiro no Ho [New Honey] Pre-order starts!

Matsujiro no Ho Co., Ltd. (Headquarters: Matsusaka City, Mie Prefecture, CEO: Shunsuke Mizutani) will begin selling "New Honey Shinto Hanabana" again this year, a honey harvested from the seasonal flowers of Ise.

While valuing coexistence with nature, we practice eco-friendly beekeeping to pass on to the next generation. The masterpiece "Mitsusho Shinto Hanabana" born from this endeavor is a multifloral honey carefully gathered from diverse flowers blooming in the local mountains (satoyama).

It is a special honey packed with the passion and reliable skills of beekeepers.

Matsujiro no Ho New Honey Shinto Hanabana

"New Honey Shinto Hanabana," born from the nature of Mie Prefecture, is back this year!

"New Honey Shinto Hanabana" is a "multifloral honey" collected by honeybees from the nectar of diverse plants such as Kurogane holly, wax tree, and cherry blossoms blooming in the satoyama. The aroma and flavor differ subtly depending on the climate and flowering conditions of the year, making it a honey that can be called a "record of a moment in nature."

As a fourth-generation beekeeper, Shunsuke Mizutani (commonly known as Oshun) faces the local nature and continues to broadcast the charm and possibilities of honey.

The thoughts of a beekeeper facing climate change

Due to the impact of recent global warming, springs in Japan are becoming shorter. When high temperatures exceeding 30 degrees Celsius continue, the generation of pollen becomes difficult, greatly affecting the amount of nectar collected.

Under such circumstances, since its founding in the first year of the Taisho era (1912), Matsujiro no Ho has been nurturing seasonal honey together with honeybees through the skills and sensibilities of artisans, all while facing the nature of Ise.

A delicately flavored "honey" can only be born when bees and beekeepers unite and breathe in harmony with nature. "New Honey Shinto Hanabana" is the answer of artisans living in this era, born from such a "dialogue."

While flexibly adapting to natural changes such as abnormal weather and seasonal shifts, we value a form of beekeeping that lives alongside the local satoyama. Shunsuke Mizutani (Oshun), the fourth-generation beekeeper, continues to face the local nature and convey the charm and potential of honey.

Utilizing his sense of taste, he handles the blending while discerning the individuality of the flowers. He is also engaged in training young beekeepers who will carry the future, expanding the value of a lifestyle in harmony with nature. What should humanity on earth do to live happily into the future? To make the "world one," the SDGs establish 17 common goals and call for participation from governments, corporations, and citizens.

What Matsujiro no Ho Co., Ltd. can do as a company.
As we thought about this, we considered our value "through honeybees."

State of the apiary

Honeybees not only collect honey but also play a crucial role as pollinators in the growth and prosperity of plants.
They are, so to speak, the source of the natural world. Plants grown by honeybees produce oxygen from carbon dioxide (CO2), contributing to the prevention of CO2 emissions and global warming. Honeybees also do tremendous work in the agricultural sector, supporting humanity's "food." Furthermore, they enrich vegetation, playing a part in biodiversity and the conservation of the natural environment.

Maximizing the power of these honeybees is the beekeeping industry.
Matsujiro has been in the beekeeping business for 110 years since 1912. We will continue to deepen our knowledge through honeybees and engage in sustainable activities.

Conducting beekeeping increases the number of honeybees
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Honeybees mediate plant pollination
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Fruits bear, plants increase. Greening is promoted
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Not only "CO2 reduction" but also generates oxygen (O2).

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

In recent years, as temperatures continue to rise across Japan due to the impact of global warming, not only agricultural products and fruit trees but also ecosystems such as honeybees are greatly affected. There was a time when flowers blooming in the satoyama vibrantly colored the landscape, honeybees and ladybugs flew through the fields, and a natural chain was formed through the pollination activities of plants. However, it has become clear that the recent phenomenon of high temperatures exceeding 30 degrees Celsius over long periods has a serious impact on pollen production in plants native to Japan.

Amidst these environmental changes, gathering nectar from flowers using traditional methods is no longer easy. To produce high-quality honey even in modern times, it is essential for beekeepers themselves to sharpen their advanced skills and sensibilities, confronting environmental changes alongside the honeybees. Since our founding in 1912, beekeepers who protect unchanging aspirations and techniques have been striving to manufacture honey that can be called a traditional masterpiece, sincerely engaging in dialogue with each and every honeybee while experiencing the environmental fluctuations firsthand in the land of Ise.

This initiative is not merely...