According to the President Akio Ono, a major factor behind the increase of customers following solidification of the business base has been “due to a marketing strategy based on the cus-tomers’ viewpoint”.“We have tried to develop new goods that reflect the opinions of the customers. We enclose postcards with our products so that customers can respond, and we read all of the opin-ions that customers send in. Of course, there are some scathing opinions, but there are no better hints than these when it comes to developing products. We always give replies and strive to deepen our relations with customers.”Mr. Ono also says that Ono Food’s strength of having diverse clients is leveraged in the company’s mail order business.“Another pillar of our business is providing meals for nursing care facili-ties and schools. Since our mail order sales also mainly target persons in the 60s and 70s age bracket, we hear opinions about the kinds of flavoring people like or along the lines of “I want to eat that fish in this kind of cuisine” and so on, and we can leverage such opinions and knowledge acquired in this field. By utilizing this information, we can respond to various needs. Looking forward, we intend to widen our targets and develop products aimed at young, single men and at women in the 40s~50s age bracket who are conducting nursing care.”With the company starting operation of a new plant in Otsuchi Town in 2016, it looks capable of responding to further expansion of customers.Thorough “visualization of work” and stringent control of quality assuranceThe company has also realized major improvement in the sharing of “employ-ees’ “tacit knowledge (wisdom and secret know-how)”, which was cited as an issue in the reportage conducted in 2013.“We have thoroughly enforced ‘work visualization’. We have distributed detailed materials on work processes to all employees involved in work, includ-ing overseas employees. This enables all employees to have solid understand-ing of behavioral caution points and product features and work with the same awareness. Also, we boosted staff numbers in the quality control department, which conducted inspec-tions of microorganisms and raw mate-rials, and renamed it as the quality assurance department. In addition to quality control, we implement patrols by responsible personnel and build sys-tems to ensure that even new recruits can turn out the same quality in manu-facturing.”Future goals are to respond to diverse needsand advance overseasIn April 2016, the company established a sales office in Tokyo and aims to achieve further business expansion.“Through the mail order business, we want to introduce marine products of Sanriku not only to all over Japan, but also to Asian markets such as Singapore and Hong Kong. Also, through cooperating with Sanriku’s primary processing companies, which provide high-quality products, we aim to establish a business model that contributes as much as possible to local economic development.”The company will take on the chal-lenge of developing new products while extending business through cherishing each and every customer. Its challenge of walking forward with the local com-munity will continue into the future.Looking to 203005Ono Foods Co., Ltd.Road to ReconstructionThrough manufacturing foods that leverage the fruits of the Sanriku ocean, the company aims to create employment in the local industry of fish-eries processing and contribute to the continu-ation and growth of the industry. Also, staying aware that it utilizes resources from the sea, it will seek cooperation with fisheries workers.Vitalizing local industry through strengthening the mail order and direct sales businessProducts of “Sanriku Onoya”. In addition to standard items such as fish boiled in soy and seasoning, Western-style scallops fried in garlic oil are also proving popular20301,8002,4003,00006001,2001,440201068920111,308●December: ISO22000 certification20122,02620141,98020152,269●March: Start of operation at the Otsuchi plant●April: Start of work at the Tokyo business office20162,629●March: Sanriku Onoya received the “Net Shop Award”2017Sales [Unit: 10,000 yen]From April to March the following year1,729●February: Sales reached the pre-earthquake level2013The previous reportageE19
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