Our CEO Marinus Noordenbos has been appointed Japanese Cuisine Goodwill Ambassador by the Japanese Ministry of Agriculture, Forestry and Fisheries (MAFF). “An enormous honor! With Hokkai Suisan, we are committed to making the Japanese food culture accessible throughout Europe. It is our mission to bring both authentic and contemporary Japanese fish dishes to as many dining tables as possible.”

Japanese Cuisine Goodwill Ambassador

As ambassador, Marinus is expected to spread his knowledge of Japanese food culture to a wide international audience and to expand the export of Japanese fish products. This is divided in three main tasks.

1. Spreading knowledge of Japanese food culture in cooperation with MAFF. The Japanese Ministry has put us in touch with our suppliers for Saba Ramen, Hotate-fry and Tarako. These products are a nice addition to our range of authentic Japanese fish products. Especially now that we cannot travel to Japan ourselves, the cooperation with MAFF is extremely valuable.
2. Spreading information about Japanese cuisine through various media channels. We have already had the opportunity to share the story of Hokkai Suisan several times in national newspapers and television programs. Marinus even travelled to Japan with a television crew for this purpose, which resulted in beautiful images of, among other things, wasabi farms. Through our own channels, we show the diversity of Japanese cuisine by means of delicious recipes and cooking videos.
3. To promote Japanese food culture by giving professional advice to other parties. In order to reach a larger audience, we are working on setting up partnerships with B2B parties. Think of cash-and-carry supermarkets, where you often find exclusive products, such as American beef, lobsters and Japanese fish snacks. At the moment, our Wakame and Ebi-fry are already on sale at Sligro and Hanos (Dutch catering wholesalers), we want to expand this further.

Motivated

Marinus is highly motivated to work as an ambassador. “We want to introduce Japanese fish cuisine to as many people as possible. From grilled and fried fish to marinated and salted fish; we prepare it all in IJmuiden. Of course in the traditional Japanese way with the best ingredients. Then carefully packaged and delivered to our customers. ”

Arigatou gozaimasu

Marinus is incredibly grateful for this award from Japan. “Where 30 years ago my wife and I produced Aji no Hiraki (dried horse mackerel) in a tiny home kitchen and delivered it from our trunk to a handful of Japanese expat families, we have grown into a full-fledged company supplying over 8,000 families across Europe with authentic Japanese seafood. It goes without saying that this award comes from the tireless efforts of our employees and the trust of our customers and supporters as MAFF. Therefore, to everyone who has supported us over the years: arigatou gozaimasu.”