About the roadshow

Sushi and sashimi in the US are about to get a whole lot better, thanks to Japan's largest fish distributor, Uoriki. The company is bringing authentic fish from Japan to communities everywhere, beginning this January to select cities in the US.

The idea for the sushi tour began in 2018, when Uoriki received a grant from the Japanese ministry to promote Japanese imports to non-coastal US cities. A primary objective of this funding is sushi education with a focus on Uoriki's superfreezing technology. The innovative process produces high-quality fish with minimal collateral damage to the environment and species such as dolphins, porpoises, and deep sea turtles.

This January, Uoriki’s Fresher Than Fresh Roadshow will visit cities with growing food scenes that could benefit from this traditional, natural, and sustainably sourced fish. At the following events, local communities will have the opportunity to taste Uoriki’s fresh fish along with delicious ITO EN green tea, which will be served from a mobile pop-up venue called Cubert:

  • Palm Desert Farmers Market - Wednesday, January 16, 2019

  • Tucson Japanese Festival - Saturday, January 19, 2019

  • For The People in Phoenix - Friday, January 25, 2019

  • Fresh52 Eastern Henderson Farmers Market in Las Vegas - Sunday, January 27, 2019