Hayano Shoten has been involved in growing Hozuki (edible physalis) since 2005. The idea to grow the fruit first occurred to Hayano when his wife Yukiko tried it in France and was fascinated by the taste. Hayano is a pioneer in Hozuki(edible physalis)  farming, and hopes to spread it from Iwate to the world in partnership with food-related collaborators. With origins in South America, but is known as a fruit of beauty in Europe. Hayano plans to expand to the global market by adding value to the product in cooperation with other companies.

早野由紀子さんが、フランスで初めて食べた食用ほおずぎに感動したことをきっかけに、2005年から食用ほおずきの栽培を始め、「食用ほおずきの開拓者として、岩手から世界へ発信したい！」という想いから契約農家を募集し、生産拡大を目指す。南米が原産の食用ほおずきは、欧州では美容や健康にいいとして、料理の付け合わせやスイーツの材料として使われる。他社とも連携しながら、さらに付加価値を高め、海外への進出も目指す。