Looking at the world, the food crisis is becoming a reality due to climate change and population growth. Against this backdrop, our awareness of “food” has begun to change dramatically. In the past, the most important value was “taste,” but now that is no longer the only factor in choosing food. Nowadays, however, people no longer choose food for its taste alone. and "Where, who, and how was this food produced? In fact, there are already food products that are gaining consumer support based on values other than "taste. For example, the transparency of branded Wagyu beef, for which the breeding history of each individual cow is clearly documented, creates trust and is the reason why consumers choose it even at a high price. Yubari melons, whose brand value is enhanced by strict quality standards and the pride of the producers, and Sekiaji and Sekisaba mackerel, known for their traditional fishing methods and thorough management, are also widely recognized for their stories and reliability, which go beyond “taste” itself. A new dining experience has begun, in which people “eat the information” and "taste the story. Such traceability and branding efforts are spreading in various fields, but there are still some areas that have not been fully explored. One such area is the eel, which has a special place in the hearts of the Japanese people. Eels have been a colorful part of Japanese food culture since ancient times, and have been an indispensable ingredient for seasonal milestones and celebrations. However, its world has yet to establish a grading system like that of wagyu beef or branding where the producer is visible, like that of fruits. There is still much room to clearly define and present to society “values other than taste,” such as the story behind each eel, the producer's commitment, and the characteristics of the environment in which the eels are raised. While preserving the tradition and culture of eels, we want to create a future in which everyone correctly understands their intrinsic value and can enjoy them with wholehearted satisfaction. To achieve this, we need a new “standard of value for eels” that connects the producer to the dining table. To deliver Japan's eel culture to the next generation and to the world-- Why don't you take the first step toward this goal with us? In Japan, there are many foodstuffs whose quality is graded according to clear standards. For example, Hokkaido is proud of its Yubari melon. The highest quality melons are treated like works of art. In the world of beef, the “A5 rank” is based on the degree of sashi (graininess) and the quality of the meat. These ranks are widely recognized as proof of taste and rarity, and because of these standards, we understand their value and have special expectations of them. The existence of such clear quality standards is not merely an indicator of "good quality. For the producers, it is a great motivation to earn higher profits by having their carefully cultivated products duly evaluated. For consumers, it is also a great advantage to be able to choose products that are worth the price. This trust, which says, “If it is of this quality, I should be able to expect it to taste this good,” drives purchasing behavior. Above all, the virtuous cycle of improved quality for producers and increased willingness to purchase will protect and nurture the culture and traditions of the food products, leading to the sustainable development and revitalization of the industry as a whole. Then, what about the “eels” we handle? Eels have been deeply rooted in Japanese food culture since ancient times and have attracted many people, but in fact, there are no nationally standardized “grades” or clear “quality standards” established for eels like there are for other foodstuffs. Of course, each restaurant has its own specialties and pride in its production area, cultivation method, secret taste of kabayaki sauce, and the degree to which the eel is grilled by the craftsman. However, there are few objective indicators to identify “a truly valuable fish,” and it is not easy to judge the balance between price and quality. This makes it difficult for producers and stores with great skills and commitment to excellence to be recognized, leaving consumers without a standard by which to judge a good product as good. We want to create an innovative and universally acceptable standard for quality in order to pass on the Japanese eel culture to the next generation and to the entire world. We will share these new standards with the entire industry, aiming to improve and revitalize the brand value of the entire eel industry. At the same time, we would like to draw a roadmap for the entire industry to move forward hand in hand, considering initiatives to warmly follow up those who may have difficulty in keeping up with us. Now, let us create a new history for the eel industry with our own hands!