CATEGORY LEADERSHIP AWARDS SUSHI

The companies leading the sushi category are driven by responsible sourcing and elevating cuisine through full-flavored ingredients and visually appealing plating. In terms of appearance and textures and accessibility at the grocery level, suppliers have made the sushi category more approachable for timid diners. Now that consumers are hooked, these suppliers are guiding them towards bolder ingredients, leaving consumers wondering why they ever waited so long to try sushi.

"As the pioneers of the sushi category in North America, we have witnessed many changes take place since we introduced sushi to the market," said Deborah Bush with Advanced Fresh Concepts. "At its inception, sushi was mainly thought of as a foreign food that only wealthy, well-traveled Americans could enjoy. Placed in the deli section as a private label or as the grocer’s brand, sushi began to grow in popularity becoming a grab-and-go staple. Now an in-demand, convenient meal solution, sushi has become a star category resulting in the need for branded experiences at the sushi counter. To meet the needs of our partners and our customers, we created ZENSHI handcrafted sushi, Advanced Fresh Concepts’ new retail brand. Easy to say and easy to remember, ZENSHI is an American brand rooted in Japanese heritage and tradition."

“We envision the sushi category evolving into a dynamic landscape driven by responsible sourcing, innovation and convenience,” said Brian Kiel with

Hissho Sushi. “We are proud to be at the forefront of this trend, actively contributing to its trajectory. Hissho Sushi is committed to 100 percent responsibly sourced seafood, embracing culinary innovation and expanding our presence in convenient retail formats. By pushing boundaries, listening to consumer preferences and collaborating with industry partners, we are dedicated to taking the sushi category to new heights, ensuring that every sushi experience with Hissho Sushi exceeds expectations and delights taste buds.”

"A lot of grocery partners are going to see if they’re in a smaller, less urban area without a lot of local sushi shops, they’ll find that our store within a grocery store is a huge draw for people who love sushi," Ian Hockenberger with Sushi Kabar previously said.

"As the industry leaders, we have the opportunity to research and challenge existing flavor profiles, textures and ingredient combinations," Bush said. "We aim to provide more traditional and innovative sushi and Asian-meal solutions and services. As sushi grows as a category and becomes a more sought-after grab-and-go meal, our core customers have become more diversified. To meet the needs of a growing customer base, we are constantly modifying our category assortment. Over the next few months, we will be expanding our Latin Fusion line which combines traditional Japanese and Latin-inspired ingredients resulting in new vibrant and tasty rolls. Our new veggies series was devel- oped for those seeking a more vegetarian-friendly diet. As more people seek a better-for-you, quick and convenient meal, we will continue to modify and craft delicious rolls and Asian-meal solutions to meet their ever-growing and changing needs."

Hissho Sushi has been paying attention to consumers who are invested in exploring global cuisine. In response, the company has made sushi accessible regarding price points and visibility at retail. Through Hissho Sushi, a growing number of consumers have been delighted by traditional sushi and now are incentivized to explore sushi fusion options. “We are deeply committed to driving innovation and engaging shoppers to further explore the sushi category,” Kiel said. “We understand consumers are seeking new and exciting culinary experiences, and we are focused on delivering just that. Our dedicated team is continuously developing new products that push the boundaries of traditional sushi, incorporating unique flavors, fusion concepts and dietary preferences. In 2023, we’ve launched several new concepts: Bowl Series, Banh Mi-Inspired BBQ Roll with Jack Daniel’s Pulled Pork and Wow Bao Heat & Serve Offerings.”

"We are excited to be launching our new ZENSHI brand at grocery retailers across North America," Bush said. "As we convert our stores, ZENSHI will become a household name. Keep an eye out for us as we become the preferred go-to destination for sushi lovers in your community."