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Company Database


KAMEDA SEIKA CO., LTD.

about this company

Vision/Mission

Our vision of a global food company
We aim to become a brand loved by people all over the world by promoting innovation in traditional techniques we have developed in rice cracker production to date and harmonizing our products with regional food cultures.

Our mission to become a global food company
Making the most of nature’s blessings, we will create health, excellent flavor and excitement, and we will contribute to the greater enrichment of society by delivering enjoyment and pleasure to people’s lives.

 

Business Description

Kameda Seika is a rice cracker manufacturing company, founded in Niigata prefecture, the most famous rice producing region in Japan. The market size of the rice cracker industry is approximately 260 billion Japanese yen. Kameda has the No.1 market share. Kameda owns strong brands with more than 10 billion sales and long history such as “Kameda Kaki-no-Tane” and “Happy Turn”, which keep on growing in terms of demand.
In addition to its rice cracker business, the company also has a rice-related business segment, which supports human health – something that has drawn further attention due to the ageing population in Japan. This segment includes rice-derived lactobacillus products and low-protein rice products.

 

Background

“Men can let off stream with moonshine, but women and children have nothing to enjoy.” Not long after the end of World War II when food shortages were widespread in Japan, founder Eiji Koizumi started manufacturing rice crackers hoping to bring happiness and delight into people’s lives.
Since then, the company has continued to manufacture from rice, a staple food of the Japanese diet, a wide range of tasty crackers that everyone loves. Even after becoming Japan’s leading rice cracker manufacturer in 1975, Kameda Seika has continued to maintain the founder’s spirit at the core of the company and endeavors to accomplish the same mission to provide excellent flavor, delight and repose to customers.

 

Markets

Our major market is Japan. Outside of Japan, we have gained more than 60% market share in the US rice cracker market, which is estimated to be worth 30 billion yen, by our group companies: Mary’s Gone Crackers/Kameda USA/TH Food.
In the Asian market, which is growing very rapidly, we built an additional plant in Vietnam in October 2015 thanks to a very strong demand for our products. In addition to Vietnam, we have operations in Thailand and China, which covers leading Asian markets.
In Japan, we have a No.1 company in emergency rice food, Onishi, which covers rice-related business outside of the rice cracker business.

 

Industry

There are approximately 400 rice cracker manufacturing companies in Japan. The market size is around 260 billion Japanese yen. Kameda Seika has a 30% market share in the market and has been in the No.1 position since 1975.

 

Location

Kameda Seika has its headquarters and four manufacturing plants in Niigata prefecture, where founder Eiji Koizumi started the business. In addition, our sales force covers Japanese market with 9 sales branches in Sendai, Niigata, Tokyo, Nagoya, Osaka, and Fukuoka with 23 areas.

 

Financial Projection

2016
Net sales: 101 billion yen
Operating profit: 6 billion yen
Current profit: 7.4 billion yen
Net profit: 4.9 billion yen

2017
Net sales: 108 billion yen
Operating profit: 7.56 billion yen
ROE: 10%
Overseas sales: 10% of total sales

2018
Net Sales: 150 billion yen
Operating Profit: 15 billion yen
ROE: 10% or above
Overseas sales: 30% of total sales

 

Management

Michiyasu Tanaka

10/1998- Present Kameda Seika Co., Ltd.

06/2015- Present Chairman of the Board & CEO.

07/2013- 05/2015 President.

06/2006- 06/2013 President & Operating Officer.

07/2003- 05/2006 Director & Senior Managing Executive Officer & General Manager, Sales Management Dept.

04/2000- 06/2003 Director & General Manager, Sales Management Dept.

06/1999- 03/2000 Deputy Director-General, Logistics Dept.

10/1998- 05/1999 Entered Kameda Seika Co Ltd.

04/1968- 09/1998 Shinsei Bank Ltd.

04/1968- 09/1998 Various positions at the Long-Term Credit Bank of Japan, Ltd. (which was renamed as Shinsei Bank in 2002.)

Education

1968 Bachelor of Law degree from Keio University

 

Isamu Sato

03/1976 - Present Kameda Seika Co., Ltd.

06/2015 - Present President & COO.

06/2014 - 05/2015 Executive Vice President.

07/2013 - 05/2014 Executive Vice President, oversee rice cracker business group & General Manager - Product Dept.

07/2012 - 06/2013 Executive Vice President, oversee rice cracker business group.

06/2012 - 06/2012 Executive Vice President.

06/2007 - 05/2012 Director/Managing Officer & General Manager - Management Overall.

07/2006 - 05/2007 Managing Officer & General Manager - Management Overall.

07/2005 - 06/2006 Managing Officer & General Manager - General Affairs Dept.

07/2003 - 06/2005 General Manager - General Affairs Dept., Kameda Seika Co., Ltd.

02/1998 - 06/2003 President, Haiha-Kameda Joint Venture Co., Ltd.

03/1976 - 01/1998 Working for Kameda Seika Co., Ltd.

Education

1976 Bachelor of Engineering degree from Tokyo Denki University.

 

Company Highlights

1940s

1946 Established Kameda farmers’ association. Eiji Koizumi begins making Mizuame, thick malt syrup.

 

1950s

1957 Established Kameda Seika Co., Ltd.

 

1960s

1966 Released “Kaki-no-Tane With Peanuts”.

1969 Launched advertising campaign “Kameda no Arare Osenbei”.

 

1970s

1975 Achieved No.1 sales in domestic rice cracker market.

1976 Released “Happy Turn”.

1977 Released “Fresh Pack Kaki-no-Tane”.

 

1980s

1986 Released “Pota-Pota Yaki” and “Magari Senbei”.

1989 Business alliance with Sesmark Foods Inc. (now TH Foods Inc.), advancing into the USA.

 

1990s

1992 100% acquired Ajicul Co., Ltd.

1994 Entered into healthcare business. Released low-protein rice “Yume Gohan”.

1996 Started selling regular rice for meals.

 

2000s

2003 Established Qingdao Kameda Foods Co., Ltd. as a first base in China.

2004 Acquired Toyosu Co., Ltd. Acquired Nisshin Co., Ltd.

2005 Released “Teshioya”. Established Tianjin Kameda Food Co., Ltd.

2008 Established Kameda USA, Inc.

2009 Acquired SMTC Co., Ltd (now Thai Kameda Co., Ltd.) in Thailand. Announced new group vision to become a “global food company”.

 

2010s

2011 Support during The Great East Japan Earthquake; supplied foods and provided employment support for the victims.

2012 Assigned to the First Section of the Tokyo Stock Exchange. Opened “Happy Turn”. Acquired Mary’s Gone Crackers, Inc. in the USA.

2013 Acquired Onisi Foods Co., Ltd. Established a joint venture Thien Ha Kameda, JSC. as a first base in Vietnam.

2014 Acquired FSSC22000 certification at Kameda Plant Industrial Estate.

2015 Michiyasu Tanaka assumed office as Chairman of the Board & CEO, and Isamu Sato took up the position of President & COO.

 

Contact

http://www.kamedaseika.co.jp/en/contact/contactIndex.html

 

Website

http://www.kamedaseika.co.jp/en/enIndex.html