Tofu Producer House Foods USA Billboard on Iconic Los Angeles Boulevard Touts U.S.-Grown Soybeans

FOR IMMEDIATE RELEASE
THURSDAY JANUARY 8, 2026
CONTACT: ERIC WOOLSON
515.681.3967 or ewoolson@theconceptworks.com

Tofu Producer House Foods USA Billboard on
Iconic Los Angeles Boulevard Touts U.S.-Grown Soybeans

LOS ANGELES – U.S.-grown soybeans are getting a boost of attention on an iconic California thoroughfare thanks to a billboard by House Foods Holding USA, one of the nation’s largest tofu producers.

The billboard, launched in December under the leadership of the company’s head of marketing Katsutoshi Mizuno, was erected at 11280 Santa Monica Blvd., Los Angeles. Stretching approximately 15 miles from Downtown Los Angeles to the Pacific Ocean at the Santa Monica city limits, Santa Monica Boulevard is one of Los Angeles’s most famous, historically significant, culturally influential, and recognizable arterial streets.

Through the message “Everyone is talking about tofu,” the advertisement clearly highlights the use of U.S.-grown soybeans with the intention to communicate that tofu is “not limited to a specific culture or dietary tradition, but rather a trustworthy plant-based protein that fits naturally into the daily lives of a wide range of people. The use of U.S.-grown organic and non-GMO soybeans, including those from several Ohio growers, also symbolizes House Foods’ commitment to consistent quality and environmentally responsible sourcing.

Masaki Shinoda, General Manager of Business Development, said the location was also chosen because the area is “home to a diverse population, including a strong Asian community.”

“It’s known for residents who are health-conscious and environmentally aware, making it an area where consumers are more likely to understand and appreciate the value of tofu. In addition, the site is located along Santa Monica Boulevard, one of the major traffic corridors in West Los Angeles, ensuring very high visibility,” he said. “The proximity to UCLA, office districts, and residential neighborhoods also allows us to reach a wide range of audiences, from single professionals to families. For these reasons, we determined this to be a location where our brand message could be delivered efficiently and effectively.”

The billboard message’s target audience is both existing and potential tofu buyers.

“For those who already consume tofu regularly, the objective is to reinforce awareness and trust in House Foods as a reliable brand,” Shinoda explained. “For those who have not yet incorporated tofu into their daily diets, the goal is to introduce tofu as a healthy and sustainable plant-based protein, positioning it as a familiar and accessible option.”

He added, “By presenting tofu as the entry point, we aim to naturally communicate the nutritional value and sustainable aspects of soybeans, thereby increasing overall interest in and understanding of soybeans. Rather than taking a direct educational approach, we focus on helping consumers discover these values through their everyday food choices.”

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About House Foods Holding USA Inc.
House Foods Holding USA is one of the largest producers of tofu in the United States and a leader in innovation, quality, and sustainable practices. The company is committed to offering nutritious, plant-based protein options that support both personal health and environmental stewardship.