Transitioning rice from a food staple to a beverage, nondo aims to provide a safe and enjoyable way to experience rice daily. Based in Tono, Iwate Prefecture, a region pioneering doburoku production, nondo crafts high-quality, additive-free rice drinks using sustainable farming methods. They cultivate the native rice variety "Tono No. 1" without pesticides or fertilizers, fermenting it naturally with local yeast. CEO Yotaro Sasaki, inspired by his father’s efforts in securing the region’s special designation, spent over a decade perfecting the brewing process. Their premium product combines smoky rice bran and traditional pressing methods. Despite its cost, it garners acclaim internationally, with limited production selling out quickly.
