In 2017, a chance encounter with an elderly woman in Ōgimi Village, Okinawa, led Etsuko Uda to launch a shikuwasa business. She successfully upcycled discarded peels into products such as essential oils, aroma oils, powders, and candies. Taking her sustainability efforts a step further, she ventured into utilizing pineapple fiber, securing a patent for an innovative water-jet extraction technology.
Through collaborations with Indonesia and the Philippines, FOOD REBORN Inc. is working to revitalize industries in impoverished regions while addressing environmental challenges. In 2024, the company realized its long-held dream of establishing a new headquarters in Ōgimi Village. As an Okinawa-born startup gaining increasing attention, we spoke with CEO Uda about her journey, vision, and the company’s impact.
An Elderly Woman in Ōgimi and My Daughter’s Drawing
—Two Moments That Shaped My Resolve
Uda first came to Okinawa on a business trip while working for a company specializing in powdering agricultural products. It was during this visit that she happened to discover shikuwasa in Ōgimi Village. At a turning point in her life, she decided in 2017 to launch a business utilizing shikuwasa.Although shikuwasa was a well-known local product, the fruit peels were typically discarded. Uda saw potential in these overlooked peels, developing a range of products beyond juice, including peel-based supplements, cosmetics, candies, and aroma oils—ensuring that every part of the fruit was put to use.
As she gradually built her business in Ōgimi Village, Uda also developed strong connections with the local community. Over time, elderly women in the village began inviting her into their homes, welcoming her as one of their own.
“One of these women, an obā (elderly lady), would dry and grind shikuwasa peels into powder at home, using it to make sata andagi (Okinawan deep-fried doughnuts), which she would then share with neighbors. It was absolutely delicious.One day, she asked me, ‘Why are you doing this work?’ Without thinking, I answered, ‘For the people of Ōgimi Village.’ But at that moment, I felt embarrassed—I hadn’t actually done anything meaningful yet. Her question made me reflect deeply: Why am I really doing this? It was a pivotal moment of self-examination.”
At that moment, Uda felt an overwhelming sense of gratitude—for the opportunity to do this work, for the people who supported her, and for the farmers who placed their trust in her.
“I wanted to give back to the local community that had embraced me. I wanted to show my gratitude to the farmers and everyone who had helped me. That’s when my determination solidified.”
Realizing that half-hearted commitment wouldn’t be enough to sustain a meaningful business, she made a life-changing decision—to move to Okinawa permanently. That choice, and the conviction behind it, became the true starting point of her journey.
Later, Uda would go on to launch what is now an internationally expanding pineapple fiber development business, but this too had a defining moment that set it in motion.
“One day, after moving to Okinawa, my daughter drew a picture of the ocean. But floating in it were plastic bottles. It was a shocking realization.”
That moment opened her eyes to the issue of marine plastic pollution, including the plastic waste drifting in from overseas and the growing problem of microplastics. She felt an urgent need to take action, and as she began collecting trash along the shore, she came to a powerful realization: Picking up waste isn’t enough; we need to change the root cause of the problem.
Her mindset shifted. Instead of simply creating and selling products, she began asking herself, How can we design solutions from the start? How can we integrate problem-solving and circular business models into our approach? She started focusing on what it meant to build a business that actively addresses social challenges.
Around that time, she was approached with a question: “Could pineapples, a specialty of neighboring Higashi Village, be used in the same way as shikuwasa?”
Pineapple processing already utilized byproducts like leftover fruit pulp for compost and livestock feed, but the leaves left in the fields after harvest remained unused. As Uda researched further, she discovered that in the Philippines, there was a long-standing tradition of extracting fibers from pineapple leaves.
“If Philippine pineapples can produce fiber, why not Okinawan pineapples?” This question became the catalyst for her next innovation.
As she delved deeper into the world of natural fibers, she uncovered major challenges within the textile industry. She realized that more than half of the clothes she wore were made from synthetic fibers, which released microplastics into the environment with every wash. Even the natural fiber garments she owned were purchased without any awareness of their production background.
“That was when everything clicked—the daily observations I had been making, the environmental and social challenges, they all connected like dots forming a line. I finally saw the bigger picture.”
With that clarity, she committed herself fully to developing natural fiber solutions.
From Okinawa to the World – Developing Water
-Jet Fiber Extraction Technology and Expanding Globally
In 2019, FOOD REBORN began developing pineapple leaf fiber. Initially, the company adopted existing fiber extraction methods, but challenges in productivity, quality, and cost soon led them to pursue in-house innovation. To make use of the remaining leaf pulp from the extraction process, they first experimented with powdering the pulp and blending it into resin to create biodegradable plastic straws.
As development progressed, the company collaborated with domestic and international universities and research institutions. After three years of dedicated research, they successfully developed a proprietary machine capable of extracting fiber using a water-jet system. This innovation not only allowed for the efficient reuse of water but also featured a structure that enabled the collection and repurposing of residual materials. The breakthrough led to the acquisition of the world’s first patent for this technology.
However, to create a socially impactful business using pineapple fiber, Uda realized that Okinawa alone could not provide sufficient raw materials. Okinawa ranks only around 56th in global pineapple fruit production. Meanwhile, Asia accounts for half of the world’s total pineapple output, making it essential to look toward neighboring Asian countries for expansion.
The company’s breakthrough came in 2021 when it was selected for the Okinawa Startup Program. A year later, in 2022, Uda took the stage at IVS 2022 NAHA, one of Japan’s largest startup conferences, where she secured second place in the main pitch competition. This achievement drew attention from venture capitalists and corporate investors, opening doors for international expansion.
In Taiwan, Uda partnered with a university professor who had spent two decades supporting smart agriculture initiatives in Indonesia. Through this connection, FOOD REBORN signed an MOU with Indonesia’s national agricultural organization, paving the way for large-scale implementation.
In April 2024, the company successfully installed its fiber extraction machine in Indonesia, marking the official launch of its factory operations. The process involves extracting fiber from pineapple stems and leaves, shipping it in its cotton-like raw state, and then spinning it into thread at textile companies.
Meanwhile, in the Philippines, where the local textile industry is in decline, FOOD REBORN is working closely with the country’s Department of Trade and Industry to revitalize the sector. In 2024, the company is accelerating its expansion, focusing on three key markets—Japan, Indonesia, and the Philippines.していく。
A Dream Fulfilled – FOOD REBORN’s New Headquarters
in Ōgimi Village Marks a Major Milestone
From the outside, it may seem that FOOD REBORN has progressed smoothly, but the journey has been far from easy. Countless trials and errors, along with persistent efforts in research, development, and international expansion, were necessary to build a solid track record. It was only after proving its success that the company gained recognition and received support from both Ōgimi Village and the national government. Finally, in May 2024, FOOD REBORN opened its long-awaited headquarters and factory in Ōgimi Village.
“Trust with the village isn’t something you build just by saying, ‘This is what we want to do.’ It has to be demonstrated through actions and tangible results, accumulated over time. Establishing our headquarters here in Ōgimi Village marks a significant step forward,” Uda says with a sense of relief.The new headquarters is built around three key themes: Industry, Tourism, and Education. In addition to fiber production and research, it aims to become a manufacturing hub in Okinawa, offering sewing training, workshops, and other initiatives to promote local craftsmanship. Unlike the national average, where the manufacturing sector accounts for about 20% of the economy, in Okinawa, it is a mere 4%, highlighting the need for industrial development.
“By establishing a manufacturing hub, we can provide job opportunities for women raising children and those caring for family members, allowing them to acquire practical skills. If we can create an environment where the entire production process happens here, it will lead to economic independence. Women’s financial independence is directly linked to solving child poverty, a major issue in Okinawa.
Additionally, we are now a certified Kariyushi garment production facility and will take on sewing contracts to create more employment opportunities,” Uda explains, emphasizing the company’s commitment to the local community.The headquarters also includes a fully equipped sewing training center with an attached accommodation facility on the second floor, offering 15 rooms to support visiting trainees and workers.
The name FOOD REBORN embodies the company’s core philosophy: to cherish and revitalize the untapped resources hidden within the local environment (fūdo, or natural and cultural climate). The word Reborn signifies the transformation of these resources, while the Ribbon represents the continuous cycle of production, consumption, and renewal.
Ōgimi Village is recognized globally as one of the Blue Zones—regions where people live exceptionally long and healthy lives. While honoring traditional industries, FOOD REBORN is fostering new connections through manufacturing, bridging generations, and creating opportunities for cross-cultural exchange with people from around the world.
Standing at the True Starting Line
as a Socially Impactful Enterprise
For decades, products have been designed without consideration for their fate after consumption. Likewise, consumers have been purchasing goods without awareness of the complex supply chain challenges behind them. Today, organic cotton accounts for only about 1% of global cotton production. Even as demand for sustainable materials increases, the supply of organic cotton cannot expand overnight.
On the other hand, vast amounts of untapped natural fibers from agricultural byproducts already exist. The potential is immense. FOOD REBORN has set a goal: by 2030, 5% of global textiles should be made from these underutilized resources.
“I once heard that real societal change begins at 5%. Achieving this goal is a massive challenge for us, but if we can transform even 5% of the global market, it could create a significant impact on society. That’s why we’ve set this as our target.”
Pineapple production is led by Indonesia and the Philippines, ranking first and second globally. As Uda sought to expand beyond Okinawa, she realized that many of these regions also face severe agricultural poverty.
Pineapple fiber is lightweight, highly breathable, and possesses a silky sheen and texture. It is also remarkably strong and resistant to friction. By establishing a sustainable fiber industry, Uda envisions not only economic independence for local farmers but also the revitalization of regional industries through a sustainable business model.
“As our first step, we’re building a foundation in Okinawa. The second step is expanding into overseas markets. The third step is to bring these materials into global consumer markets like Europe and the U.S. Right now, I feel like we’ve just arrived at the base of the mountain. We’re still at zero.”The goal is still far off, but FOOD REBORN has laid the groundwork for something that could truly change the world. The journey ahead is sure to be an exciting one.
