This house is known around town as "The Taga Shop" since it used to be a rice dealership in the old days. This name was found on a measuring box and wrapping cloth from that time and the family asked for a design based on this trademark. This is their fourth noren. Mrs. Toyota considers the many colors of the other noren waving in the neighborhood, and chooses a noren which will compliment their hues. Since the fame of the town's noren has spread through television and books, the family is often contacted unexpectedly by friends from far away.