S&B Foods, Japan's leading supplier of spices, wasabi and curry, is now expanding globally, offering high-quality products and pioneering functional foods for changing palates across the globe.
By Cian O Neill
Founded in 1923, S&B Foods is Japan's leading supplier of herbs, spices, wasabi and curry. Its Golden Curry has been a staple on Japanese shelves for many years and was developed as part of the company's 100-year commitment to creating high-quality food. This dedication is embodied by the firm’s farms in Tsukuba, where it produces fresh herbs, and Yamanashi, the source of its famous wasabi.
With a strong domestic profile, the company is expanding overseas to take advantage of the growing international market for Japanese cuisine. The country’s food exports increased by 2.9 percent to JPY 1.45 trillion in 2023, and this demand has moved far beyond sushi and tempura. As S&B Foods President Kazuya Ikemura explains: “Foreigners have started to learn that ordinary Japanese cuisine, such as Japanese-style curry, is also delicious, affordable and quick to eat.”
S&B Foods has reacted to diverse international regulations with its meat-free curry mix, enabling it to be sold in the U.S. and European markets, whilst also opening the product to the booming plant-based consumer base. This innovative curry sauce can help Japan meet its ambitious target of increasing food exports to JPY 5 trillion by 2030, as the country focuses on exporting not only new foods, but also the ingredients and knowledge of how to cook its famous cuisine.
Building on its strong base of herbs, spices and curry, S&B Foods is moving into the functional foods and supplements sector. An example of this is the company’s powdered kale drink, which Japan’s National Consumer Agency recognizes as having health benefits including lowering blood pressure.
The company works with academia to research the potential health benefits of its spices, and Mr. Ikemura reveals this work has led to the discovery of a new spice extract that was found to be effective in mitigating the risk of becoming infected with influenza. He adds: “We are focusing on researching spices and developing foods that can contribute to the well-being of people globally.”
S&B Foods’ international expansion has enabled it to establish five overseas offices in the U.S., the U.K., Canada and Singapore. These offices work with the firm’s Japanese staff to conduct market research and adapt its products to best suit local preferences. S&B Foods is constantly looking to expand its international presence, and this can be seen by U.S. retail giants like Walmart and Kroger now stocking its products. The company is always on the lookout for distributors with knowledge of domestic markets to help increase its overseas operations, especially in the U.S., Southeast Asia, Oceania and Europe.
As international tastes continue to diversify, S&B Foods is in prime position to be a global leader in providing high-quality Japan-made wasabi and spices, along with its range of well-researched Golden Curry designed to appeal to the tastes and well-being of customers around the world.
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