I had the opportunity to try UPBEET! TOKYO (Vegan & Gluten Free Sweets) at the Aoyama Farmer’s Market @ UNU in Shibuya, Tokyo.
The company promises the following four things:
- No animal food
- No flour
- No white sugar
- Use of Japanese Fermented Food
The company uses 100% botanical ingredients and choosing ingredients that are good for the body, using no animal ingredients (so no eggs, dairy products and no honey). Also, by incorporating “fermented foods” which is part of Japanese food culture with techniques that has been handed down from ancient times.
Source: https://www.upbeet.tokyo/about
I met Jinguji Nozomi and her staff and was able to taste a few delicacies that she offered. Nozomi is a 2004 Miss Japan semi-finalist and after graduating from university, she joined an airline company.
And I actually wrote about Jinguji a few years ago, as she is responsible for opening “eggcellent” in Roppongi Hills in 2013 and then opened four more restaurants and is the COO.
In 2018, she launched UP BEET! Tokyo, which provides vegan and gluten-free food. But prior to UP BEET!, Nozomi talked about gaining experience from staying in America for two months. In Hawaii (via Manoa Honey) and Los Angeles via Miso, owned by Fujimoto Ai, that was seen at the Hollywood Farmer’s Market and seeing the vegan and gluten-free choices offered.
The experience literally got her excited about doing the same at farmer’s markets in Tokyo. To not use dairy, butter, milk, gluten, etc. To create delicious food with restrictions.
I had a wonderful time talking with Nozomi about her accomplishments and the challenges of bringing Vegan and also Gluten-free products to Japan, the hopes of more people embracing vegan and gluten-free food but most importantly, trying the wonderful, healthy sweets offered by UPBEET! TOKYO.
If you happen to be in Tokyo, definitely go to Aoyama Farmer’s Market and try UPBEET! TOKYO!
