Have you ever heard of shio koji? Vankoji Foods Founder, Tonami Van Den Driesen, began her entrepreneurial journey in 2013 after discovering shio koji while making her own miso paste. Intrigued by shio koji’s popularity in her home country of Japan, she saw an opportunity to introduce it to the local community. With her products available at craft fairs, festivals, in-store, and online, Vankoji Foods is a Vancouver-based business opening the door to healthy and delicious Japanese ingredients.
Small Business BC connected with Tonami to learn more about shio koji, why she started her business, being featured in Michelin-rated restaurants, and how she manages the priorities of being a parent and entrepreneur.
What Is Shio Koji?
Shio koji is a fermented grain paste with an umami flavour, which is one of the five basic tastes. “Umami seasonings are not well known yet,” Tonami explained, “But once you use it, it becomes a simple ingredient that you won’t be able to part with.”
Her website says that shio koji has a mild salty taste that is great in dressings, dips, brine, marinades, sauces, and soups. Not only is it a delicious ingredient, but it’s also a natural probiotic that aids in digestion and good health. The live cultures in the seasoning really enhance the food you put it on. While it’s a staple in Japanese cuisine, Tonami was eager to share its delicious flavours with a new market.
Starting a Business
“I started this business because salt koji is a wonderful product, and I wanted people in Canada to know about it,” Tonami said.
However, “Educating and explaining what shio koji is, is the number one challenge,” she said, “It’s not easy to introduce a new product to a market where shio koji is completely unknown and turn it into a business.”
She makes the most of the local health-focused market, “Many people in Vancouver are interested in new things that are good for the body, so if you explain shio koji correctly, they’ll try using it.”
Connecting with Customers
“Face-to-face sales are the most important business opportunity for us,” Tonami said. Aside from being available in-store and online, Vankoji products are featured at craft fairs and festivals around the Lower Mainland. Since her most significant challenge has been educating people about her product, connecting with customers in person is helpful.
“Being able to listen to customer feedback leads to success,” she said. From these interactions, Tonami is able to develop her product and answer any questions customers may have. As a result, her refined products have been embraced by chefs and foodies alike, elevating meals regardless of culinary expertise.
Being Featured in Michelin-Rated Restaurants
Although introducing her product to a market that’s less familiar with Japanese cuisine has proved a challenge, it has reached the tables of some of Vancouver’s finest restaurants. Michelin-rated restaurants like Wildlight have used Vankoji Foods’ products in some of their most popular menu items.
When asked how she feels about these kinds of establishments using her products, Tonami said, “Of course, I’m very honoured. Because it provides the deliciousness of shio koji to a variety of people in forms other than Japanese cuisine.” She looks forward to the ingredient becoming more well-known and the business opportunities it might present.
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Growing a Business with Family Support
Tonami is a parent and an entrepreneur, but she’s found a way to balance all her priorities. “Since I’m a business owner, I can start work early and finish early, so I try to use my time freely after I get home,” she explained. Running a business is a full-time job, and so is being a parent, but the flexibility of her schedule allows her to be present in all facets of her life.
“As an entrepreneur, I receive a lot of support and understanding from my family,” Tonami emphasized. “When we don’t have enough manpower, my children go to the market to help with sales, and they also happily help with production.” Having family members to lean on for help has helped her business flourish.
Since Tonami’s children are involved in her business, she hopes they learn “The fun and rigours of doing business and the meaning of hard work,” she said, “Effort brings success.”
When asked what advice she had for parents considering entrepreneurship, Tonami said, “I wish you all the best. Business is a commitment. Being a parent is a commitment.”
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