Hoshino Resorts has developed "Hoshino Resorts' Milk Jam" to prevent the waste of milk that had no outlet due to the COVID-19 pandemic. It was released on Friday, October 30, 2020.

With the spread of COVID-19, declining consumption due to the closure of restaurants and schools led to a surplus of milk and dairy products. In April 2020, Hoshino Resorts RISONARE Nasu, Japan's first agri-tourism resort in Nasu Town, Tochigi Prefecture, began an initiative to prevent food loss of raw milk from the local "Shinrinnomakiba" farm.

The raw milk was processed into "milk jam," which has a longer shelf life, thereby contributing to a reduction in the waste of milk that had no destination. Since July, the milk jam has been used in RISONARE's "Farm-Saving Milk Jam Frappé" and Kai's "Local Shaved Ice," receiving positive acclaim. Furthermore, in response to requests for opportunities to purchase the milk jam, its commercialization was realized.

The milk jam is made from the milk of Jersey cows raised on pasture at "Shinrinnomakiba," which is also served at RISONARE Nasu's breakfast. The raw milk from Jersey cows, which constitute only 0.6% of Japan's dairy cows, is characterized by its rich aroma and excellent flavor. To preserve these qualities, it is simmered just before caramelizing, resulting in a subtly sweet and crisp taste. This milk jam is designed to pair well with a wide range of foods, including bread, ice cream, yogurt, and fruit.

Hoshino Resorts believes that hotels and their surrounding regions are intrinsically linked, and considers activities rooted in trust with the local community as a key to sustainable corporate competitiveness. To this end, they have launched an initiative called "Katte ni SDGs." The newly introduced milk jam aligns with "Responsible Consumption and Production" (SDG 12) and "Life on Land" (SDG 15).