With demographic challenges affecting industry and society worldwide, Kawasho Foods is providing solutions and contributing to a better tomorrow through its diverse range of products.
In the last century, Japanese cuisine has remained remarkably consistent in its preparation. From ramen to sushi, recipes have relied on fresh ingredients and thorough preparation techniques. Yet, in the face of a demographic shift, environmental challenges and a desire to compete on the global stage, Kawasho Foods is innovating its supply chain and developing new products to succeed in the ever-changing world.
Company President Yukimori Nakamura says that in Japan, food demand is gradually shifting. The diets of the elderly have unique challenges, and with a push for higher workforce participation more support in easier to prepare and store food is increasingly important. “As a trading firm and food producer, it’s important that we provide solutions to these new demands, and that’s also a new business opportunity for us,” he says. In response to the Covid-19 pandemic and the warning of a looming “megaquake”, Mr. Nakamura emphasizes the importances of building a robust food distribution network to ensure emergency relief and business continuity. “We see an opportunity to provide ready-to-eat food and pre-cooked food ingredients,” he reasons.
A prime example is Nozaki’s Corned Beef. Popular for over 70 years, it has recently seen a resurgence in use as a home ingredient due to how it simplifies cooking. Mr. Nakamura gives examples of sandwiches, onigiri—Japanese rice balls, and protein to compliment vegetables, like cabbage and potatoes. He stresses that Kawasho wants to provide a great tasting product that is convenient and easy to use, not as an alternative to beef, but as its own product.
GEISHA product lineup available in the Middle East and West Africa
Kawasho Foods’ core strength is its strong brands such as GEISHA, Nozaki and KING CUP. Brands like GEISHA are already popular and have a long history in overseas markets such as the US. Building off that success it looks to expand the product lineup and in both its existing markets and in emerging ones. He explains, “We believe the US and the Middle East have the biggest potential, so we want to strengthen our product lineup for those markets.” To grow overseas Mr. Nakamura says that they are focused on finding new partners. With policy changes in the US creating uncertainty diversify through China into locations such as Vietnam. “Strengthening our suppliers and then finding and opening up new sales channels are our main priorities,” he says.
Through international expansion Kawasho Foods is fulfilling its state purpose of “beyond taste, enriching the world.” Mr. Nakamura explains, “We want to continuously pursue a mission of providing protein throughout the globe, regardless of the social situation, including areas that are suffering from natural disasters or conflicts.” The long shelf life of canned goods makes it convenient to store and reduces food waste. GEISHA has become popular in West Africa, especially in Nigeria and Ghana. Kawasho Foods has entered its 15th year of its elementary school supplies donation program, with Mr. Nakamura himself travelling to Ghana to participate. “We are continuously supporting the development of these regions through our GEISHA products by providing safe and sound growth for the children and society,” he says.
Domestically, Kawasho Foods is also looking for ways to address the deterioration of the fishing and agricultural industries due to the demographic shifts. “These are difficult issues, but we want to pave the way through them by providing a new perspective or shedding light on new ideas for solutions,” Mr. Nakamura says. As it continues to diversify its product portfolio and support society, Kawasho Foods aims to create happiness and peace through delicious food.
To hear more from President Yukimori Nakamura of Kawasho Foods Corporation, check out this interview with him
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