To advertise community-based featuresIt actively stages events in an eortto disseminate sh dietary culturethat includes kamaboko2It combined the new plantwith a direct sales shop and tour courseto aim for a plant that is liked by the community1Preparing “Matsukama Vision 2020”and launching a community-based corporate brand302Matsushima Kamaboko Honpo Co., Ltd.456classes using fish paste for children.“Many of the children who have enjoyed the cooking classes come to the plant with their families, saying “we want to take part because the kamaboko was delicious”. We eventually want to hold cooking classes for adults too.”Wanting to widely advertise fish dietary culture from Matsushima and TagajoIn April 2016, two months before operations were started at Tagajo plant, Matsushima Kamaboko Honpo an-nounced “Matsukama Vision 2020”, in which it stated its intention to establish the “Matsukama” brand upon reaffirm-ing the importance of Matsushima as its central hub. In compiling the vision, cooperation was received from Profes-sor Masahiko Munechika (Faculty of Science and Engineering, Waseda University), who had worked for many years on joint research of management systems, etc., and his seminar students.In describing the significance of the vision, Mr. Shu says, “Whenever we faced indecision over marketing strat-egy or product development, we were able to base decisions on this vision.”Under the vision, the company aims to disseminate the custom of fish dietary only to goods with a strong souvenir feel, but also regular food products. The frozen tuna cutlets that we commercial-ized in 2018 have been adopted by Co-op in its door-to-door delivery busi-ness and been included in cafeteria menus on bases of the Japan Self-Defense Force.”Matsushima Kamaboko Honpo quickly recovered from the total destruction of its production equipment and even succeeded in constructing a new plant thanks to rapid decision-making and the honest efforts of its employees. As a community-based corporation in the two areas of Matsushima and Tagajo, it will continue to make contributions to the dissemination of fish dietary culture through kamaboko. culture.“As our company makes kamaboko, we want many people to eat more fish and seafood. We think it is especially important to convey our message to children, so we have prepared explana-tory descriptions for our plant tour from the viewpoint of children and designed interior furnishings and created a character based on the kamaboko motif with a view to engendering greater affinity for the products. Maybe thanks to these efforts, many elementary schools from Tagajo and other parts are coming to observe the plant.”The company also continues to display ingenuity in the area of product devel-opment.“We are devoting our energy not E9
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