Harenochiai | Organic Matcha & Hojicha, JAS × Halal Certified from Japan
Harenochiai: A Story Beginning with a Family's Names
Harenochiai is a tea brand launched by ICO Co., Ltd. to commemorate its 10th anniversary. The company name "ICO" stands for "Infinite Capability Opener"—reflecting a desire to help people unlock their boundless potential.
The brand name "Harenochiai" is derived from the names of the founder's three children: Mana (愛那), Haruki (晴樹), and Rei (礼).
Experiences that might seem challenging—atopic dermatitis, allergies, developmental disorders, school refusal—are cherished as "treasures" by their parents. The question of what truly constitutes physical and mental well-being, honed through daily life with their family, lies at the heart of this brand's inception.
The Form of Safety Our Children Taught Us
In our daily re-evaluation of food, a realization emerged: people in Islamic regions also carefully scrutinize product labels to choose what they consume.
Driven by a desire to deliver products that everyone can confidently choose, transcending differences in religion, culture, and values, Harenochiai opted to launch matcha and hojicha certified by both JAS Organic and Halal standards.
Together with history, culture, and worldview,
we want to create a world overflowing with handshakes, hugs, and toasts. ― Harenochiai Brand Philosophy
In the Omaezaki Tea Garden, Continuing Since 1870
Harenochiai's tea is grown in Omaezaki City, Shizuoka Prefecture. Surrounded by sea and mountains, this area has long been known as a renowned tea-producing region. Historical Kakegawa Castle and powerful shrines are scattered near the tea fields, making it a naturally rich town blessed with seasonal seafood and mountain produce.
Our partner is an established tea garden founded in 1870 (Meiji 3) in this very location. It is a rare tea garden that handles everything from tea tree cultivation to powder processing, ingredient inspection, and product commercialization in-house. They also maintain a deep connection to the land, such as by continuing to host tea-picking experiences for local children.
Five Commitments in Every Cup
Grown without pesticides, carefully inspected, and ground into a smooth powder.
Behind every cup of Harenochiai tea lie multiple layers of unseen promises.
We use no pesticides, chemical fertilizers, insecticides, or herbicides. During seasons when insects and weeds proliferate, we address them by sprinkling boiling water on the surrounding areas, protecting the tea trees with traditional hand-labor. A naturally authentic cup of rare quality begins here.
When switching between processing organic and non-organic products, an entire day is dedicated to cleaning the manufacturing equipment. This ensures that even trace amounts of pesticide components do not mix with organic products. While this process is invisible to the general customer, neglecting it would render the "organic" label meaningless. This is a quiet form of integrity the tea garden upholds.
At the tea garden, each product must clear over 500 pesticide inspection items before it can be released to the market. The fact that it is confidently used in European markets, known for their strict pesticide-free standards, speaks volumes about its quality.
Harvested tea leaves are carefully steamed and dried, then processed into a fine powder. Being in powder form was an important choice for Harenochiai. This allows it to not only be enjoyed as traditional matcha when dissolved in hot water but also to be incorporated into various aspects of life, such as cooking and confectionery.
Before its release, Harenochiai tea meets two standards: JAS Organic certification and Halal certification. This is a clear statement of intent, born from the family's perspective and their journey with their children, to deliver matcha—a traditional Japanese food—to dining tables around the world, transcending religion and borders.
Integrating into Daily Life, Opening Up to the World
Harenochiai tea is not intended solely for traditional tea ceremonies.
It is a cup that accompanies your daily life, adapting to your mood.
① From "Drinking" to "Using" — Matcha and Hojicha in Daily Life
Leveraging its powdered form, you can enjoy it as traditional matcha, arrange it into lattes, or use it as an ingredient in sweets and cooking. Matcha for a focused morning, hojicha for a relaxing evening. The appeal of Harenochiai is the ability to choose according to your mood and time.
② Quality Chosen by Professionals — A Reach into Cafes and Tea Shops
Independent cafes committed to organic menus. Tea shops specializing in Japanese tea. Those who engage with "tea" as a profession choose Harenochiai's powders for their daily craft. Quality that meets the eye of the expert — that very same quality is delivered, unchanged, to every cup enjoyed at home.
③ Beyond the Tea Ceremony — A Japanese Tea Crossing Borders
Two certifications—JAS Organic and Halal—carry Harenochiai tea across borders. Matcha, a traditional Japanese food, is delivered to dining tables around the world, transcending differences in religion and culture. Our philosophy, "to create a world overflowing with handshakes, hugs, and toasts," is being realized, day by day, in someone's cup, somewhere.
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