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BROWN SUGAR 1ST was founded in Tokyo’s farmers market in 2011 by Midori, a mother just four months postpartum, with a simple question: Would I feed this to my own child? As a new mother, she saw a gap in the food industry—where “healthy” often meant flavorless, and “delicious” meant processed. So she set out to change that. Today, our products are sold in over 3,000 high-end supermarkets, hotels, and spas across Japan, and now we’re bringing them to the U.S. What sets us apart? ✔ No refined sugar. Naturally sweetened with coconut, jujube, and goji berries. ✔ Clean, organic ingredients. Every product is crafted with care, free from unnecessary additives. ✔ Trusted by top chefs. Our flagship product, Better than Butter—a 96% coconut-based butter alternative—is praised for its versatility and clean taste. At BROWN SUGAR 1ST, we believe that better food leads to a better future—for our children and for generations to come. We’re looking for like-minded retailers who value quality, transparency, and wellness. Let’s build that future together.
TRUSTED BY HUNDREDS OF THOUSANDS OF RETAILERS
Jana Starcevic, co-founder of The Completist in London, UK
Jana Starcevic, co-founder of The Completist in London, UK
60-day payment terms
Free returns on all opening orders
Unique products curated for your store
©2025 Faire Wholesale, Inc.
Unlock wholesale pricing
BROWN SUGAR 1ST was founded in Tokyo’s farmers market in 2011 by Midori, a mother just four months postpartum, with a simple question: Would I feed this to my own child? As a new mother, she saw a gap in the food industry—where “healthy” often meant flavorless, and “delicious” meant processed. So she set out to change that. Today, our products are sold in over 3,000 high-end supermarkets, hotels, and spas across Japan, and now we’re bringing them to the U.S. What sets us apart? ✔ No refined sugar. Naturally sweetened with coconut, jujube, and goji berries. ✔ Clean, organic ingredients. Every product is crafted with care, free from unnecessary additives. ✔ Trusted by top chefs. Our flagship product, Better than Butter—a 96% coconut-based butter alternative—is praised for its versatility and clean taste. At BROWN SUGAR 1ST, we believe that better food leads to a better future—for our children and for generations to come. We’re looking for like-minded retailers who value quality, transparency, and wellness. Let’s build that future together.
