We Are Tomodachi Summer 2017

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13Case 2: Selling and distributing fresh yellowtail with support from cold chain networksOWASEBUSSAN Co., Ltd. farms yellowtail and exports its packaged fish parts such as “kama” (the area from under the gills to the pectoral fin) to regions including China, Hong Kong, Taiwan, and Singapore. In 2016, the company enlisted the cooperation of Kochi University, which already had a proven track record in yellowtail farming research. Together, they succeeded in developing “Premium DHA Yellowtail,” which contains a larger than normal amount of beneficial DHA (docosahexaenoic acid), a substance believed to help prevent hardening of the arteries. It soon earned a reputation in Japan for being not only pleasantly fatty and flavorful, but also good for health, and significant growth in its export volume is expected as well.One of the critical success factors of OWASEBUSSAN’s enlarged sales channels is cooperation with local entities in each importing country, capable of providing individual deliveries thanks to their own cold chains. It was essential for the company to establish a system that made it possible to deliver products with the same levels of quality, standards compliance, and prompt delivery as within Japan. Furthermore, the company regularly attends overseas business meetings to develop and present products addressing customers’ needs, with a view to enhancing product appeal.In the coming years, OWASEBUSSAN will be aiming to expand its export volume with a focus on the Southeast Asian market. It also has its sights on the European market, for which it’s planning to obtain EU HACCP certification (to be certified as a marine food handling facility for exporting to the EU). The company is also working toward being added to the FDA (U.S. Food and Drug Administration) Green List, a requirement for exporting vacuum-packed fresh food.Case 3: Thorough quality control ensures freshness all the way to the customer’s doorOisix Inc. provides consumers in Hong Kong with vegetables, fruits, and other fresh foods from Japan through its own e-commerce website. The products are delivered directly to consumers’ homes.Oisix began service in Hong Kong in 2009. Though the company was confronted with quality management challenges for overseas transportation, it soon found solutions by improving temperature management and damage-proof packing for aerial transportation and by using cold boxes for local delivery. The result was a good reputation among consumers, with some saying that Oisix products are even fresher than those in local supermarkets. In spite of relatively high prices due to the transport cost, Oisix is gaining more and more customers seeking safe and delicious foods.The number of registered Oisix members in Hong Kong has been constantly growing, and has now reached 40,000. Many tasting events and interview surveys are conducted to help the company provide products and services suited for customers’ eating habits and needs. In 2014 and 2017, these efforts helped Oisix win the “Most Valuable Service Awards in Hong Kong,” an award that recognizes providers of excellent consumer services.Oisix is planning to export more Japanese food products in the future, especially to Asian countries. Beyond this, it also aims to export its quality management systems and distribution expertise.Oisix adapts its products and services to suit local eating habits and tastes.OWASEBUSSAN made its first shipment of fresh yellowtail from Chubu Centrair International Airport to Vietnam in February 2017.Taste of Japan Ministry of Agriculture, Forestry and FisheriesTaste of Japan provides information about Japanese cuisine, covering Japanese restaurants around the world, Japanese recipes, and grocery stores that carry Japanese foods.http://www.tasteofjapan.jp/