‘NARO-FE-1’ is a new buckwheat cultivar with preharvest sprouting resistance that has been developed by the Kyushu Okinawa Agricultural Research Center, NARO. This cultivar has been bred by a mass selection method from a population that was developed by crossing five lines.‘NARO-FE-1’ has been demonstrated to have less preharvest sprouting, higher grain yield and heavier one-liter weight than ‘Harunoibuki’, which is a leading cultivar in summer cultivation. Compared with ‘Sachiizumi’, which is widely grown in autumn cultivation, ‘NARO-FE-1’ matures earlier. Grain yield of ‘NARO-FE-1’ was noted to be as high as that of ‘Sachiizumi’ when they were both sown in mid-September. Time of maturity, plant height, lodging resistance and palatability of ‘NARO-FE-1’ were comparable with those of ‘Harunoibuki’. We also discussed the importance of the denomination of cultivars, including ‘NARO-FE-1’, in strategic branding combined with trademark.