Japan rice cooker firm brews upcycled rice beer to reduce food waste

OSAKA - A Japanese manufacturer of cooking and home appliances has been selling craft beer made with upcycled rice in the hopes of reducing about 30 tons of food waste that originates annually from the development process of its rice cookers.

Zojirushi Corp., based in Osaka, has hit its annual sales target of 100,000 cans of its "Zo no mai," or Elephant Dance craft beer, in about six months, with the unusual combination winning popularity among consumers.