Ajinomoto launches "Too Good To Waste" campaign, elevating contemporary food

Ajinomoto launches "Too Good To Waste" campaign, elevating

contemporary food to be not only delicious but also environmentally friendly

Ajinomoto Co., (Thailand) Ltd. paves the way for the 3rd restaurant "Jirakaan", elevating contemporary food that goes beyond the deliciousness that people at that time loved but also cares about the environment with the concept of menus that can be “The leftover part usage menu” and “The overripe ingredients usage menu”.

The first menu is Matcha custard-filled pumpkin. Jirakaan has adapted the traditional Thai pumpkin custard menu to fit the modern era by sprinkling matcha powder on the dessert and adding flavor to make it a Thai-Japanese fusion menu. At the same time, it does not lose its modernity by taking into account the efficient use of ingredients and reducing food waste as much as possible. The restaurant uses Japanese pumpkin, the main ingredient in this dessert, and steams it until it is soft so that it can be "edible with the skin or the leftover part", along with a sweet, smooth custard filling inside. When eaten, it has a slight matcha powder aroma. Plus, it can be eaten all without leaving any leftovers.

The second menu, Tom Yum Mocktail, is a contemporary drink that appeals to the new generation with its spicy and sour taste. The restaurant allows customers to choose whether to drink as a mocktail or a cocktail. The restaurant is also mindful of the environment by using Tom Yum ingredients that are usually thrown away because they are bruised but are still of good quality to blend into drinks. At last, it has become “Overripe; not pretty but still tasty menu”, helping to reduce food waste, and enhancing the freshness of the drink by sprinkling lemon powder on the rim of the glass.

The idea of combining modern cuisine with modern environmental sustainability is a major shift in the food industry. In the past, the focus was on taste, quality of ingredients, and completeness of the menu in the restaurant, even though there was a lot of food waste. As resources are depleted due to climate change and global warming, food for the enjoyment and health of the eater comes with consideration for the health of the planet.

If you are one of the green-hearted eaters, Ajinomoto would like to invite you to be a part of a small step to use your diet to change the world to be healthier. Besides Jirakaan, there are also 2 menus that are both delicious and caring for the world from each restaurant that joins the campaign “Too Good To Waste” We would like you to try them: Oakland Café x Restaurant, Ivory Coast Almond Restaurant & Chill Bar, and Penlaos (Rama 2).

            The campaign activities will be updated via the Ajinomoto website and Facebook fan page: “Ajinomoto กรีนได้ กินดี”, and “Starvingtime" from now until the end of February 2025.