JAL, which has bases throughout Japan, has been continuously implementing regional revitalization initiatives (currently the “JAL Furusato Project”), and in August 2020 launched the “JAL Furusato Ambassadors,” cabin crew members selected through an in-house recruitment process who move to the area to promote initiatives in their respective regions. In December of the same year, JAL appointed “JAL Hometown Cheering Troops” who are involved in regional revitalization while serving on board. The aim is to develop products and solve regional issues for hometowns and other regions with which they have connections, utilizing the knowledge they have accumulated as flight attendants.
We spoke with Sayaka Matsubara, a JAL Furusato Ambassador who is promoting the attractiveness of brand-name eels in the Chubu region.
–What can you tell us about your initiatives?
Hello everyone, this is Matsubara, JAL Furusato Ambassador for the Chubu region. This time, I would like to introduce a new brand of Hamanako eel, “Deshiko,” a gem that Hamamatsu should be proud of!
Hamamatsu’s most famous product is, after all, eels! The cultivation of eels in Lake Hamana has a long history of 125 years since the Meiji Era (1868-1912), and as a major production area, it has been loved by many people.
In recent years, however, the environment surrounding Lake Hamana eels has been difficult. The influx of foreign production, stricter regulations from the perspective of resource protection, and other compounding factors have brought the industry to the brink of extinction. The number of producers has decreased from approximately 400 at its peak to only 27 today. In order to keep the traditional taste alive, new challenges are needed.
To break out of this situation, a new brand of Hamanako eel, “Deshiko,” was born.
–Please tell us more about “de-shiko”.
We asked the producers about the story behind the birth of “Deshiko.
Deshiko” is a new brand created by producers in Lake Hamana with the aim of shifting from quantity to quality and becoming “the most delicious eel in Japan.
By the way, did you all know that eels are not sexed at birth? In general, female eels are thicker, more tender, and richer in fat. Therefore, we feed female eels with feed containing soy isoflavone to raise thicker, softer, and richer in fat.
After that, only eels that have passed two rigorous quality checks are certified as “de-shiko.
The name “Deshiko” is based on the idea of “de” preserving tradition, “shi” continuing to evolve, and “ko” delivering happiness. This name was decided by public solicitation from local producers.
While each producer has its own unique method of cultivation, I was struck by the extraordinary hardships involved in the process of making “Deshiko” with the common goal of “protecting the eels of Lake Hamana and producing the most delicious eels in Japan,” led by young artisans and bringing the producers together. I felt it keenly when I heard their stories.
In October, “Deshiko” received the Good Design Award in recognition of the producers’ passionate efforts to protect the eels of Lake Hamana.
Its characteristics are, after all, its elegant fat and plump, tender, melt-in-your-mouth flesh. I also had the “Deshiko Eel Special Two-Tiered Eel Stack” at the Japanese restaurant “Hamanako Eel Suppon Kurajirou” in Chuo-ku, Hamamatsu City. The first tier was “Shiroyaki” and the second tier was “Unaju”, a hearty dish.
We recommend the “Shiroyaki,” which allows you to feel the true flavor of “Deshiko” as it is. Even without any dipping sauce, you can feel the sweetness of the delicate, high-quality fat, and the moment you put it in your mouth, you will be lost for words. We also recommend dipping it in grated garlic from Hamamatsu and wasabi (Japanese horseradish), if you like.
It was without a doubt the best eel I have ever had in my life!
© Source travel watch