miso miso
Brands · Food
Miso Miso’s Mindful Approach to Fermentation
In the fast-paced world of food production, Miso Miso stands out with its conscious approach to crafting miso, offering a slow, thoughtful alternative. Founded by three creatives with a shared passion for design, photography, and healthy eating, Miso Miso is a brand dedicated to quality, sustainability, and mindfulness. By focusing on a single, artisanal product—miso paste—they’ve created a brand that celebrates the art of fermentation, regional ingredients, and the beauty of mindful consumption. In this interview, the founders share their journey, values, and vision for Miso Miso’s future.
Can you tell us the story behind Miso Miso? What inspired you to create this brand?
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We are all creatives working in design, photography, and videography. Through preparing and mindfully enjoying food, we've discovered a new way to express our creativity.
We love fresh, delicious, and healthy food, and we wanted to give miso and fermentation the spotlight they deserve. Vegan and vegetarian cuisine is especially close to our hearts. With our products and events, we aim to show the world how simple it can be to do something good for yourself and the environment.
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For those who don’t know, what is miso and what’s the process behind it?
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Chocolate, kimchi, sourdough bread, coffee, wine, soy sauce, kombucha, yogurt—what do these delicious foods have in common? Exactly! They're all fermented and take time to develop their full flavor.
The same goes for our miso. It's made using a two-stage fermentation process. First, we cultivate the koji fungus Aspergillus oryzae on round grain rice for 48 hours. Then we add legumes, salt, and lots of love.
The fermentation process takes anywhere from 3 to 12 months, depending on the recipe. During this time, the koji works its magic by breaking down the ingredients into simple sugars and amino acids. The result? A flavor explosion you simply have to try.
Just a small amount of Miso Miso adds depth and complexity to your dishes.
How does mindfulness play a role in the creation of your products?
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Mindfulness at Miso Miso is reflected in the regionality of our ingredients. It’s important to us that our miso paste is made locally, rather than importing it from Japan.
Miso Miso = slow food. With a fermentation period of up to 12 months, our miso is a precious product. We encourage mindful, conscious consumption, both in how we produce our products and how our customers enjoy them.
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Do the three of you work full-time for Miso Miso, or do you pursue other jobs?
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As we briefly mentioned, we also work in various creative fields. Mieko studied art in Japan and documentary film in Munich and travels the world for exciting film projects.
Melina and Daniel run their creative studio 8 a.m., focusing on sustainable projects, accommodations, and restaurants. They've been in the hospitality industry for many years.
We love combining our strengths to make the Miso Miso world accessible by developing recipes, capturing them in photos and videos, and sharing them with others.
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What does craftsmanship mean to you, and how do you ensure it’s reflected in your work?
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It’s simple: Miso Miso is a handmade product that we produce in our Heidelberg workshop. It's important to us that our production stays on a small scale and doesn’t become industrialized.
As Mieko often says, when too many machines and too few hands are involved, the taste suffers.
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What challenges have you faced in staying true to your vision, and how have you overcome them?
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In a world full of tech startups backed by millions of investors, we’ve chosen our own path—at our own pace. We want to create a brand that lasts, inspiring people to live healthy lifestyles.
Starting a company without outside investment is tough. We fund everything ourselves and face financial challenges daily. But we’re deeply grateful for every supporter, the growing community, and the people who value our product and the lifestyle it represents.
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How do you balance running a business with maintaining personal mindfulness and well-being?
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This is a big topic for us right now. Breaks are essential for maintaining healthy team dynamics and functioning as individuals.
During the workday, we take small breaks to recharge. We might take a walk, enjoy fresh green tea brewed by Daniel, or cook dinner together. Every morning, we also check in with each other to see how everyone is doing.
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What role does collaboration play in your work, both within your team and with others?
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Collaboration is key! We love sharing our knowledge and learning from others across different industries. It’s so much fun to create events and products with our food friends. Sometimes, the people behind the food are even more inspiring than the food itself.
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Can you share any rituals or practices that help you stay grounded and focused?
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Yes, our morning routine is essential. No matter where we are or how stressful the day ahead is, it remains the same.
After waking up, we drink a glass of water, followed by a freshly prepared matcha. Then, it's time for exercise or yoga. Finally, we meditate before starting the workday. We’re still trying to convince Mieko to join us in this routine ;-)
What do you hope people feel when they experience your products?
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First, we hope people are drawn in by our unique design and take a closer look at a jar of Miso Miso. The label is designed to inspire, making them crave a delicious dish.
But most importantly, we want it to taste amazing. Many people have never tried miso before, and we love witnessing those "wow" moments when they taste it for the first time. It’s so special!
It’s also wonderful when people become “addicted” to Miso Miso, realizing how good it is for their body (gut health) and mind (pure enjoyment).
Ultimately, we hope Miso Miso connects people and inspires more great recipes that, in turn, inspire us.
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How do you envision the future of Miso Miso, and what impact do you hope to have through your brand?
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We see the future of Miso Miso centered around our Atelier—a space for anyone interested in fermentation. It will host workshops, pop-ups, and events, and offer a welcoming space to meet for tea or conversation. It will also house the kitchen where we make our miso.
Through our products and this space, we aim to raise awareness about mindful living. We want people in this fast-paced world to slow down, learn to cook, and enjoy their food. As long-time vegans, we’re also passionate about showcasing how exciting plant-based cuisine can be.
Discover the brand here: miso miso
Photo Credits: miso miso