It is hard for Japanese to find rice which meets their preference because there are very subtle difference of taste and flavor between the breed and place of production.
Izuyone, a very small rice shop in Kobe (http://www.yonezou.com/) is trying to solve the problem by personalization.
Its business model is unique. It always deals with about 20 brands of rice and they change seasonally. First, customers buy a right to get 30kg of rice for 10000 yen. Then they explain their preference to the shop clerk, are recommended particular rice and got only 10kg of it. After consuming it, customers go to shop and discuss the impression of it with the shop clerk and are recommended another 10kg. The clerk records the information about their preference; therefore, the more customers buy rice from it, the more they can get rice which suits their taste.
Now Izuyone uses Internet only to provide information about its products by its own HP, Face Book, and Blog. But if its business model were digitalized, it would explode. And it can be adapted to other products like Japanese sake, shochu, miso, and so on.
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