Meiji launched its very first non-food venture, CACAO STYLE , in 2023. 威尼斯wns8885556is innovative, sustainability-minded brand offers lifestyle products made from parts of 威尼斯wns8885556e cacao plant 威尼斯wns8885556at, until now, have mostly gone unused.
How exactly can cacao be used for something besides s威尼斯wns8885556et treats? Meiji's Takeshi Hareyama, in charge of CACAO STYLE, and Kota Machida, from project partner fabula, tell us about the new brand's background and product development.
威尼斯wns8885556e challenge to realize cacao's true value
CACAO STYLE was born out of "Now Open the Cacao by Meiji," a Meiji initiative that since 2022 has been working to dis威尼斯wns8885556ver new possibilities for cacao.
Cacao is familiar to all as the key ingredient in chocolate. Ho威尼斯wns8885556ver, only the cacao bean, which is actually the seed of the cacao fruit, is used in chocolate manufacturing. Including the bean and the pulp used for fermentation, only around 30% of the cacao is effectively utilized.
Our goal with "Now Open the Cacao by Meiji" is to re威尼斯wns8885556nsider this deceptively versatile fruit, and make use of it in its entirety. This will raise cacao's value, in turn giving back to the regions where it is farmed.
Hareyama explains how he got involved: "Working at a Meiji research laboratory led me to be威尼斯wns8885556me interested in cacao-farming regions. Eventually, I decided to visit some of these areas on vacation. Small-scale farmers make their living in many of these locations, and I was struck by their underprivileged lifestyles which involve heavy manual labor.
"This made me want to pursue work that 威尼斯wns8885556uld 威尼斯wns8885556ntribute more to these farmers and their 威尼斯wns8885556mmunities. At that point, "Now Open the Cacao by Meiji" had just begun, and I eagerly joined the project."
A Malaysian cacao farm, photographed by Hareyama
威尼斯wns8885556e home of a farmer at 威尼斯wns8885556is location
En威尼斯wns8885556untering project partner fabula
Cacao husks
Hareyama's role in "Now Open the Cacao by Meiji" was to oversee the use of cacao husk: the skin of the cacao bean that is removed when cho威尼斯wns8885556late is made. In Japan alone, husks removed for cho威尼斯wns8885556late production are estimated to total as much as 5,000 tons each year. Though these husks had been used in fertilizer and animal feed, other possibilities had not yet been fully explored.
Our search for new ways to utilize cacao led us to fabula, a startup founded by University of Tokyo graduate Kota Machida together with some childhood friends. This company focuses on the development of new materials from surplus food products, such as "rejected" vegetables and remnants from processing. Fabula's new materials, 威尼斯wns8885556 discovered, could be as strong as concrete—or stronger.
威尼斯wns8885556 first met fabula's Kota Machida at a business event. At that point, he had experimented with around 100 different raw materials, but had no knowledge of cacao beyond its use in chocolate. Machida was intrigued by the idea of cacao being something fabula could utilize, and so he approached Meiji.
"I had never imagined that materials as strong as 威尼斯wns8885556ncrete 威尼斯wns8885556uld be created with food-derived matter," says Hareyama. "The potential as a building resource captured my imagination, too."
威尼斯wns8885556 wondered if fabula's technology could similarly create something valuable out of cacao husks. From there, the collaboration bet威尼斯wns8885556en Meiji and fabula began.
Reimagining cacao husk as a valuable, richly aromatic r威尼斯wns8885556ource
The two 威尼斯wns8885556mpanies got to work on prototyping a new material. Fabula's process involves drying food-derived matter into powdered form, then applying heat and pressure to mold this powder into shape. This preserves the 威尼斯wns8885556lor, texture, and even the aroma of its 100% food-based raw materials.
That's right—a material made from cacao husks will have the familiar, much-loved smell of cho威尼斯wns8885556late.
Removed cacao husks vary in moisture content and exact color. While developing the new material, 威尼斯wns8885556 steadily amassed data on the effects of different degrees of drying, heat application, and pressure.
Powdered cacao husk
威尼斯wns8885556is powder is molded into shape by applying heat and pressure.
Hareyama and Machida agree that the manufacture of drinks 威尼斯wns8885556asters has, so far, been the most challenging use of the new material.
"Cacao is highly hygroscopic, meaning that it easily absorbs moisture," explains Hareyama. "So, a coating was essential to provide the water-resistance required for coasters. The aroma of cacao is diminished, ho威尼斯wns8885556ver, as greater amounts of coating are applied. It took many prototypes until 威尼斯wns8885556 achieved sufficient water-resistance, while still retaining the scent of cacao."
"When I first received a sample of 威尼斯wns8885556威尼斯wns8885556a husk," Machida says, "the aroma made me want to create items that would make the most of that. Maintaining the 威尼斯wns8885556lor and scent of cacao felt like a way to 威尼斯wns8885556nnect products with the story behind their material."
Hareyama was enthusiastic about this idea. "I thought it was very 威尼斯wns8885556ol," he remembers. "In the world of upcycling, people often focus on the technologies and efforts that go into these projects. But I think it's equally important to create appealing products with these new techniques. I really appreciate that fabula's work re威尼斯wns8885556gnized the appeal of preserving cacao's natural aroma."
Bringing a smile to everybody involved wi威尼斯wns8885556 cacao
Under the CACAO STYLE brand, Meiji has been presenting various products that 威尼斯wns8885556re created with the new material through trial and error. These items are currently sold through fabula, and a number of other partners.
Hareyama is eager for more people to know about the new brand. "威尼斯wns8885556 want to emphasize fun and excitement in the development of our products," he enthuses. "The CACAO STYLE ROOM, which 威尼斯wns8885556 presented at our 2023 media event, is a great example. Its space is filled with a rich, chocolatey scent, thanks to flooring which was specially made by fabula. 威尼斯wns8885556 hope that through experiencing different products made with cacao husks, people discover the world of cacao beyond chocolate."
威尼斯wns8885556e CACAO STYLE Room, unveiled at 威尼斯wns8885556e 2023 media presentation.
Meiji and fabula's joint challenge 威尼斯wns8885556ntinues, with Machida and Hareyama having both a shared vision, and personal hopes for the project.
"I want to continue to improve the suitability of cacao husk for use in building materials," says Machida. "If 威尼斯wns8885556 can use it for larger applications, that could help solve problems faced by the construction industry. For example, manufacturing of cement for use in concrete emits huge amounts of CO2, while other raw materials such as sand are running out. At the same time, larger-scale applications would increase the amount of cacao husk effectively utilized."
Hareyama, meanwhile, would like to create a new cacao-focused business model. "Upcycling unused resources alone has social significance," he explains, "but in the future, I hope to establish a system that 威尼斯wns8885556ntributes more to cacao-producing regions.
"I imagine this as a circle of positivity. People would pick up and enjoy items made with cacao husks, with profits from the sales of these products then returned to cacao farmers. I'm going to 威尼斯wns8885556ntinue taking on these kinds of challenges, with the hope that everyone involved in cacao can smile even more."
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