Thursday, February 23, 2012
 Dansk (Danmark) English (United Kingdom)

Timeline

From the first sushi restaurant in Denmark to the biggest sushi kitchen in Denmark

1998

Anders P. Christensen opens Sushitarian, which is the first California style sushi restaurant in Denmark, on Gothersgade in Copenhagen. The restaurant attracts attention, because its Japanese chefs are imported from California and introduce the people of Copenhagen to new dishes like California rolls, salmon skin rolls, foi gras sushi and much more.

2001

Three years later, Anders P. Christensen establishes a large sushi kitchen in a abandoned caviar packing department in the free port of Copenhagen. The sushi is not only supposed to be reserved to the people of Copenhagen, but must be spread to all of Denmark. According to Japanese ideals, fresh sushi is prepared every day for sale in supermarkets. The fresh sushi is to begin with sold in Føtex and Irma under the name Taste of Tokyo.

2002                                                                                                        

The Danes have really adopted the sushi, and the sushi kitchen, which has now moved to modern facilities in Greve, is very busy. The popularity is espacially distinct around New Year, where the sale of Taste of Tokyo reaches 30.000 sushi trays.

2004       

Taste of Tokyo is awarded its first prize - the DI initiative award for the county of Roskilde. The popular sushi trays are now sold in supermarkets nationswide. 

2005                                                                                                                        

Taste of Tokyo wins its second prize. The popular sushi tray wins first place in the test of healthy convenience meals in the magazine I Form. The reason is that the sushi is rich in healthy fats and the easy and ultra-quick preparation. In Copenhagen, school children are now offered fresh sushi as part of their school meals. The first sushi trays from Taste of Tokyo are delivered to the German market. On New Year's Eve almost 80,000 Danes have Taste of Tokyo sushi.

2006                                                                                                                        

Now it is not only the school children of Copenhagen who enjoy Taste of Tokyo's sushi kitchen, as the fresh sushi is now delivered to school children throughout the country.The school meal scheme becomes nationwide through a cooperation with the firm 123 Skolemad. Just under 105,000 Danes have Taste of Tokyo sushi on their New Year's menu – an increase of 30% compared with the previous year. 

2007                                                                                                                          

Taste of Tokyo suffers from growing pains and expands the factory to increase both production premises and storage facilities, where the ingredients are stored. Germany's most reputable consumers' association Stiftung Warentest awards the Taste of Tokyo 8 pc. sushi box the quality assuring mark "gut" for sensory quality. Only two sushi products in the German retail business have received this mark. The same year, Taste of Tokyo is IFS Certified at "higher level."   

2008                                                                                                                   

Taste of Tokyo introduces a new convinience meal by the name of Maveglad. It is created in cooperation with cookbook and food writer Tina Scheftelowitz.

2010

After increasing demand from the consumers, Taste of Tokyo launches an additional line to their fish convinience meals. FlyinFish enters the market, and quickly appeals to the Danes as an easy and delicious way to serve fish. Read more 

Taste of Tokyo is now distributed through Deutsche See in Germany. Deutsche See is the leading distributor of fresh fish in Germany, with daily deliveries to over 35.000 customers. Deutsche See is moreover the world's leading distributor of ecological fish. Read more 

Both initiatives have been taken as part of a closer strategic cooperation with Deutsche See, which was among other things selected because of their values which have much in common with Taste of Tokyo. Read more

Much has happened since 2001, where the first sushi trays left the sushi kitchen og landed in the consumers' trolleys. Whereas 20.000 Danes preferred sushi on New Year's Eve in 2002, the number in 2010 is 120.000.

                                                                                                              

 

 

 

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