Founder Spotlight: Nozomi Jinguji (BENI BITES)
Meet Nozomi Jinguji
Company:
BENI BITES
BENI BITES is a women-owned brand based in Tokyo, Japan, focused on clean and simple ingredients while also sharing our Japanese traditional roots. Our bar has a unique modern twist on a Japanese traditional called hoshiimo, also known as dried Japanese sweet potato.
Location:
Tokyo, Japan
When did you launch the business?
February 7, 2025
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Startup Stage?
Bootstrapped
What led you to where you are today?
I was born and raised in Kagoshima, a region in Southern Japan known for its exceptional sweet potatoes. Growing up surrounded by this tradition, I always believed that Japanese sweet potatoes had the potential to become a global staple. BENI BITES was born from my desire to share their natural sweetness, nourishment, and cultural heritage with the world in a modern and accessible way.
What do you wish you knew before embarking on your entrepreneurial journey?
Strategy is essential when starting a business. But what truly moves a venture forward is the resilience to get back up every time you fall, and the persistence to keep going no matter what. In the end, these two qualities become stronger allies than any strategy.
What is the most difficult decision you've had to make regarding your business so far?
Our biggest challenge was delaying our launch by six months. The sweet potatoes harvested that season did not meet the flavor and texture quality we stand for. Although the timing was critical, we chose to prioritize integrity and only move forward when we could proudly offer the product we believe in. It was a hard decision, but absolutely the right one.
What can you help the VEGPRENEUR community with?
I can share insights on building a plant-based brand in Japan, navigating cross-cultural expansion, and creating products rooted in tradition while appealing to global markets. I love connecting with founders who want to bring authenticity, craftsmanship, and sustainability into the food world — values deeply tied to Japanese culture.
How can the VEGPRENEUR community help you?
We are so excited for the upcoming U.S. launch in January! We’d love support from fellow founders who have been through the early stages of the U.S. launch. Honest feedback on our product story, go-to-market strategy, and retail approach would mean a lot. Connections to plant-based buyers, investors, pop-up opportunities, or trade shows would help us grow faster and learn smarter!
Fun fact about you:
I’m currently expecting my third child — so I’m building a business and a baby at the same time! It feels like the ultimate multitasking challenge, but it keeps life exciting and full of joy.
Anything else you would like to share?
The Vulgar Vegan is unlike other bakeries and grocery store bakery departments in that we create an experience that starts the second customers look at our menu. We offer customers the opportunity to create a truly unique and custom order - mixing up flavors in their cupcake box.
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