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Making Uchiura "Japan's best horse mackerel town" using our directly managed store as a base!

Uchiura Bay, located south of Numazu Port and at the base of the Izu Peninsula, is a port town where aquaculture and purse seine fishing are popular. In particular, it is close to the metropolitan area, a major consumer area, and has the advantage of being able to ship live fish, making it the largest shipment of farmed horse mackerel in Japan, where freshness is the key. As the lack of successors has become an important issue in recent years, the Uchiura Fisheries Cooperative Association is working hard to connect its proud live horse mackerel to the fishing industry and regional development.

The base for this is Ikesuya, a directly managed restaurant that opened in 2015. The most appealing feature is the dishes made with carefully selected live horse mackerel that comes straight from the tank. This special dish, which can only be tasted here, has many fans from outside the prefecture and repeat customers.

In addition, the store's concept is ``handmade by local mothers,'' and ``Team IKS'' has been formed with female staff, mostly local housewives. In addition to cooking and serving customers, he actively plays the main role in PR activities, such as by actively disseminating information through handwritten signs at the attached shop and on SNS.

On the other hand, the coronavirus pandemic that began two years ago hit the live fish market hard, but the Fisheries Association has focused on refrigerated and frozen processing of fried horse mackerel and started selling it online. In addition to purchasing support from fans across the country, they were able to overcome the difficult situation and capture a new market with the help of local credit unions and supermarkets for promotions.

``Numazu's horse mackerel is becoming more popular, but only a small portion of the consumption of ``ikesuya.'' We want to create a sales system that is more profitable for producers and increase the number of successors to the fishing industry,'' said Masakazu Kanasashi, a member of the fishing cooperative. Mr. Miss. Their challenge continues to make Uchiura the ``best horse mackerel town in Japan.''

〈Contact information
Uchiura Fishery Cooperative Association
[Address] 410-0223 Uramizu, Numazu City, 88-34
[Telephone number] 055-943-2316 Ikesuya directly managed by Uchiura Fisheries Association
[Address] 410-0222 Urakoumi, Numazu City, 30-103
[Telephone number] 055-943-2223
[URL]https://ikesuya.com/

If you want to enjoy both the famous live horse mackerel bowl and fried horse mackerel, we recommend the ``Manpuku Gozen.'' The extremely fresh, juicy live horse mackerel and fluffy fried fish are a masterpiece that overturns the concept of aquaculture. The small bowls of hijiki and rice are also carefully sourced locally.

Fried horse mackerel, which has rapidly increased in popularity during the coronavirus pandemic, can be purchased online as well as at shops. Thanks to a special vacuum pack that is filled with nitrogen, you can enjoy the freshly made taste at home without destroying the meat. It is also recommended as a gift.