HOICHI-no-Hoshi-Imo
(Higashi Miyoshi Town)

Hoichi village in Higashi Miyoshi town is located in the middle of the Asan Mountains on the northern bank of the Yoshino River.

The specialty products produced in this small village by approximately a dozen residents create a lively atmosphere for the community.

One of the specialty products is “HOICHI-no-Hoshi-Imo,” dried sweet potatoes produced using traditional methods. Mr. Kikuo Yamakawa, a representative of HOICHI-no-Hoshi-Imo LLC, is responsible for producing and selling these dried sweet potatoes.
Mr. Yamakawa is from Shikokuchuo City in Ehime Prefecture and has worked at mass merchandise stores in Ehime and Tokushima for approximately 30 years. At one time, Mr. Takemasa Ueta, who produced dried sweet potatoes in Hoichi, asked Mr. Yamakawa for advice on sales channels. Mr. Yamakawa began helping Mr. Ueta sell his products.

Later, at Mr. Ueta’s request, Mr. Yamakawa became the representative of HOICHI-no-Hoshi-Imo LLC, which handles everything from the production to sales of dried sweet potatoes.

Mr. Yamakawa emphasized that everything was done manually. Boiling, peeling, slicing, and drying sweet potatoes is performed manually by the local people.

Another specialty is drying sweet potatoes entirely in the sun, drying the products using sunlight instead of a dryer. Dried sweet potatoes produced this way are entirely additive-free; they are very sweet, not too hard, and have an excellent texture with the right amount of moisture.

Mr.Yamakawa said: “HOICHI-no-Hoshi-Imo is produced in a rich natural environment and is a safe food without unnecessary ingredients. Therefore, we are considering products for infants and young children.”

Dried sweet potatoes produced by branding the area of Hoichi are expected to continue to connect villages and people from outside.