Path to Become a Paradigm Changer from Within
Deploying New Organic Dairy Products Made from Quality Raw Milk through Product Development Focused on High Quality and Delicious Flavor
Since 2018, we have been engaged in the dairy products business, aiming to contribute to a rich and healthy dietary lives through our integrated operations, from dairy farming to the production and sales of dairy products. Since establishing a technical tie-up with Pur Natur Invest BVBA in Belgium in January 2018 to develop high-quality and delicious dairy products, we have provided various dairy products, such as milk, café au lait, fermented butter, and yogurt, by combining its technology and quality milk from Hokkaido. Having launched “Watashi no Chikara (My Energy) Q10 Yogurt,” which contains Kaneka Ubiquinol, in January 2021, we have further expanded our lineup of high-value-added dairy products focused on delicious flavor and health.
Deploying New Organic Dairy Products through Development Focused on High Quality and Delicious Flavor Based on Organic Dairy Farming
Japan’s dairy farming faces a difficult environment due to the lack of successors and labor. Our business philosophy is to work with dairy farmers to realize attractive and sustainable dairy farming. We work to raise productivity in dairy farming, improve the workplace environment, and address environmental issues, using our food production support business and production know-how. In June 2020, we together with Betsukai Milk World Co., Ltd.(*1) (Location: Betsukai-cho, Notsuke-gun, Hokkaido; President: Sadayuki Nakayama), established Betsukai Wellness Farm Co., Ltd., which is engaged in the production and sales of organic raw milk(*2). Having acquired an organic farm, we will engage in organic dairy farming with high productivity and deploy new organic dairy products. The farm starts operation in April 2021, aiming to acquire organic JAS certification(*3) by 2022. We work to produce high-value-added organic raw milk and raise productivity through labor saving and home growing of feed, aiming for sustainable and recycling-oriented dairy farming considerate of people, dairy cattle, and the environment.
*1 Kaneka’s dairy farming partner that deals in raw milk.
*2 Raw milk taken from cows that have been raised in an environment that conforms to the standards of the organic JAS certification, which involves using organic feed among other practices. Raw milk taken as is from cows and not subjected to processing is a raw material for milk and dairy products.
*3 An organic food inspection certification system prescribed by the Ministry of Agriculture, Forestry and Fisheries. It certifies agricultural and livestock products that are produced without reliance on chemical substances such as pesticides or chemical fertilizers.
Location of Betsukai Wellness Farm Co., Ltd., a Base for Organic Dairy Farming
Launching Product Development through SNS-based Value Communication with Customers
For the “For Bread” series launched in 2018, we have expanded our product lineup, releasing “Milk for Bread,” “Café au Lait for Bread,” and “Milk Tea for Bread.” Sold at more than 8,000 stores, products in the series had achieved a recognition rate of 10.3% by September 2020.
To attract more fans, we have not only offered and advertised products but have also opened an official account on Instagram, aiming to enhance customer-participation-type product development and expand customer contacts.
Posting information on recommended products, proposals for dietary scenes, dairy farms, and bakery events and campaigns (about 8 times/month), we use this official account as a “coordinator” for the series to communicate with consumers toward new product development.
We will further promote information dissemination and valuable communication through SNSs and conduct promotional activities through the media and actual measures to advertise the KANEKA brand, providing new dairy products with high quality and good flavor.
