To succeed in overseas markets6Grasping local dietary culture, tradeand market rules, and supplying productsby methods suited to each country2Appealing the diversity ofSanriku’s marine products through cooperationby multiple companies1Striving to improve product credibility through acquiring HACCP, etc.3none of the companies had overseas sales channels, however, the overall group succeeded in recording sales of 30 million yen in the first year and 75 million yen in the second year. In the third year, since the number of partici-pating companies increased to 13 and fishers also joined, links were estab-lished between producers and proces-sors, thereby making it easier to secure shipping quantities”.Transcending the language barrier so that customers will say “Delicious”Although it appears that all has been smooth sailing, the business did not proceed smoothly at the beginning. The first difficulty encountered in conduct-ing exports was “language”.As Mr. Kotouno says, “As well as on-site negotiations, we need to com-municate by email and prepare export documents. It is also necessary to understand each country’s rules. At first, officials of JETRO accompanied us and offered assistance as we gradually expanded sales channels.” Mr. Kotouno says he uses written notes of greetings in each country at in-store food sam-pling events and on other occasions. “If we call out in the local language, it pleases the locals and more people drop in. We are happy when such triggers cause people to react by directly telling us that products are deli-cious.”Meanwhile, harmful rumors and misinformation have hindered sales even overseas.“From around the third year after starting exports, harmful rumors about radiation started spreading in Hong Kong, etc. and caused no little difficulty in our transactions. In addition to this, we must currently overcome problems such as import controls in some coun-tries and regions, securing products for export, and dealing with price fluctua-tions that arise according to fish catch-es.”Still, the group carefully listens to needs and wishes in dialog with local customers and strives daily to respond to them in an ongoing process of trial and error.Vitalizing Ishinomaki from fisheries while continuing new challengesThe start of exports has also brought about new relationships. “We heard from JETRO that somebody was look-ing for oysters with shells, so we started making frozen oysters with shells, which we had never done before. On talking to fishermen, they said that the shelling area had been damaged by the disaster and they were having difficulty finding a market for oysters with shells. Our goals coinci-dentally matched, so we started export-ing in a joint effort.” Out of this unex-pected chance of fortune, the group came to export 50,000 oysters with shells per month.“By demonstrating a precedent that overseas sales channels can be devel-oped and exports conducted without going through a trading company, more companies followed us, and I think we have been able to contribute to recon-struction of the local economy.” In this way, Mr. Kotouno reflects on his joy that the group’s efforts have become a model case.The group has contributed to recon-struction of the disaster-affected area in other ways. “By conducting sound employment and using local marine products to make processed goods, expand sales, and conduct exports, we are contribut-ing to society and reconstruction. Since customers like and purchase the products of each company, it is impor-tant for each company to build on efforts to generate sales. By doing so, I believe that the local area can continue to grow.”01HitakaminokuniE5
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