Calbee, a major Japanese snack manufacturer, continues to celebrate its deep ties with Hokkaido’s agricultural sector. The company has recently released its new “Tōkoro Pink Garlic Flavor” potato chips, a product that highlights the region’s unique produce. These chips, available from January 20, 2025, are made using Hokkaido-grown potatoes and feature Tōkoro Town’s specialty pink garlic, a local agricultural treasure.
The collaboration between Calbee and Hokkaido’s agriculture industry dates back decades. Since 1969, Calbee’s Hokkaido factory has been producing iconic potato chips, and by 1980, the company established Calbee Potato Co. to secure a stable supply of high-quality potatoes for its chips. With over 80% of Calbee’s domestic potato supply sourced from Hokkaido, the company has been a pivotal force in supporting local agriculture. In 2020, Calbee further strengthened its commitment to Hokkaido agriculture by signing a partnership agreement with the Hokuren Agricultural Cooperative to promote local produce.
The “Tōkoro Pink Garlic Flavor” was introduced in 2023 as a new addition to the “Jaga Imo Michi” (Potato Road) series, which celebrates Hokkaido’s agricultural diversity. This new flavor brings the rich umami of Tōkoro pink garlic into the mix, offering a distinctively bold taste profile. The product was developed after discussions with the Tōkoro Agricultural Cooperative in 2022, who suggested using the pink garlic as a key ingredient to highlight regional flavors. The process of creating the right garlic powder to complement the chips took two years of development.
As a special touch, the flavor profile of the chips has been enhanced in 2025 to suit the preferences of local consumers, who are known for enjoying more intense tastes. The garlic flavor now hits more immediately when the chips are eaten, enhancing the overall sensory experience.
Calbee’s initiative reflects a broader trend in Japanese food production, where agricultural products are integrated into popular food items, creating added value for farmers. By using Tōkoro’s pink garlic, Calbee not only supports local agriculture but also helps to increase the visibility and demand for this unique product in the broader market. This collaboration exemplifies how agricultural innovation and food production can work together to boost local economies.
Calbee’s continued investment in Hokkaido’s agriculture, especially through products like the “Tōkoro Pink Garlic Flavor” potato chips, offers a model for integrating regional farming produce into mass-market food production. This symbiotic relationship between agriculture and food manufacturing not only helps promote local produce but also educates consumers about the unique flavors that regional agriculture can offer. It is a prime example of how food manufacturers and farmers can collaborate to create products that benefit local economies and enrich culinary diversity.
