Turning Environmental Blessings into Bubbles: Waste Fruit Bubbles and Food Recycling 2007

Turning Environmental Blessings into Bubbles: Waste Fruit Bubbles and Food Recycling 2007

In the mid-2000s, the "Mottainai" movement was spreading in Japanese society, and the issue of food waste was beginning to attract attention as a theme for environmental policy and civic activities. Behind this was the reality that an oversupply of produce and strict standards for produce resulted in a large amount of still-edible fruits and vegetables being discarded. In response, local governments and companies were seeking new approaches to reduce food loss and effectively utilize local resources to support local production for local consumption and a recycling-oriented society.

Apple Cinnamon Ale, a winter-only happoshu (sparkling wine) released by St. Gallen, a microbrewery in Atsugi City, Kanagawa Prefecture, was a symbolic attempt to do just that. The craft beer, made from apples from Nagano Prefecture that were out of standard and not available on the market, and flavored with cinnamon, was more than just a product. This idea of reclaiming fruit that would otherwise be thrown away and infusing it with new value simultaneously satisfied the need to reduce food loss and appeal to consumers. The following year, the company also made plans to produce and sell happoshu made from Shonan Gold, oranges grown locally in Kanagawa Prefecture, clearly demonstrating its commitment to the recycling of local resources.

At the time, the term "SDGs" had not yet appeared, but the growing environmental awareness combined with the expansion of the craft beer market led to support for such an endeavor. Consumers also began to talk about the unique taste and environmental contribution, and the product was recognized as a "product with a story" rather than just a beverage. This trend led to the emergence of the food tech and upcycling industries, and helped push the issue of food waste to the forefront of social consciousness.

The success of happoshu not only demonstrated that discarded fruit could be turned into a "resource," but also served as a bridge between local agriculture, small businesses, and consumers. It also symbolized a new direction for environmental business in Japan around 2007, anticipating later policies to reduce food loss and lay the groundwork for a circular economy.