Ono Foods Co., Ltd.Overseas advance / Tourism attraction05Strategy of boldly reviewing businessand utilizing company brand strengthsFine-tuned customer ser-vices and new productsthat leverage know-howOno Foods Co., Ltd., which is based in Kamaishi City, manufactures and sells prepared frozen foods. Its proprietary mail order brand “Sanriku Onoya”, which it started devoting more energy to in the wake of the Great East Japan Earthquake, has steadily increased customers. When the company was previously covered in 2013, the number of “Sanriku Onoya” customers had expanded to 17,000, approximately 1.5 times more than when the business started, and further growth was being sought.The number of customers subse-quently continued to grow at a rapid pace and had exceeded 40,000 as of November 2018. The company has succeeded in increasing the number of types and frequency of advertisements including ads in nationwide newspa-pers and TV commercials, and the “Sanriku Onoya” brand has become the mainstay of the company’s business, accounting for more than 70% of its overall sales.IWATEIndustry typeManufacturingRepresentativeMr. Akio Ono (President)Address4-24-7 Ryoishicho, Kamaishi City, Iwate PrefectureTEL.+81 (0)193-23-4675FAX.+81 (0)193-23-6332URLhttp://www.onofoods.com[Outline of past article]Having lost existing customers due to the eects of the Great East Japan Earthquake, the company reviewed and narrowed down its businesses. Deciding to compete through high qual-ity rather than price competi-tion, it reduced shipments to the restaurant industry and so on and focused eorts on its proprietary mail order brand “Sanriku Onoya”. While utilizing external enterprises to conduct advertising, data management, logistics and so on, it succeeded in increasing its customers.This operator was covered in 2013 and included among the cases of industrial recon-struction introduced in the scal 2013 issue. It has been covered once again to report on its subsequent progress.Established in 1988, this is a representative sheries processing operator of Kamaishi City. Targeting markets for general consumers (mail order, wholesale and direct sales), prepared meals for hospitals, facilities and schools, and the restaurant industry, it manufactures and sells frozen fried sh and boiled sh and retort pouch foods. Following the Great East Japan Earthquake, it has rapidly increased sales under its proprietary mail order brand “Sanriku Onoya”.President Mr. Akio Ono (left),and call center leader, Mr. Nobuaki SuzukiE18
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