Izunumanousan, Ltd. was established in 1988 under a management philosophy of “changing agriculture into a food business.” In those days, though agricultural policy promoted large-scale farming, most farmers could not achieve economies scale due to farm land restrictions, decreased rice prices, environmental pollution by livestock, and other factors. At that time, the president of Izunumanousan, Ltd. had a belief that farmer should supply agricultural products to consumers with responsibiliy. So, Izunumanousan, Ltd. started to diversify its business, that is, through meat processing, and subsequent sales via restaurants and farmer’s markets.
As Izunumanousan, Ltd. is not a big company, there is no merchandise development system. Therefore, Izunumanousan, Ltd. has adopted a collaboration strategy among industry, academia and government for new product development. For example, Date-no-junsui-akabuta, one of the company’s main products, is made of from the shimofuri-red variety of pig which was developed by the Miyagi prefecture animal industry experiment station. Date-no-junsui-akabuta is a trademark that is registered by Izunumanousan, Ltd., and has been exported to the Hong Kong market since 2004. In addition, yeast and lactic acid bacterium which the Akita Reseach Institute of Food and Brewing and Industrial Technology Institute Miyagi prefecture had extracted from local natural resources each are used in processing Amazake, Salami, Bread and so on. And a sales promotion strategy utilizing TV and newspaper with no advertising charges is another one of the remarkable features in Izunumanousan, Ltd.’s management strategy. We would like to emphasize here that one of the important success factors is the collaboration and communication between industry, academia and government.
Izunumanousan, Ltd. added the following three philosophical elements in 2004. These are : 1) We will continue to create the most appropriate “Village Industrialization,” based on food safety and rediscovering the value of the “people,” “things,” and “environment” in the region ; 2) We respect each other and share the mission of creating a “place” that is full of kindness and smiles, and will continue to grow together ; 3) We will pass on a rich and great regional nature to the next generation through having conduct that is friendly to the environment. The reason for upgrading our management philosophy in this manner was not only to facilitate the selling of merchandise to urban areas, but also for customers to come the rural area and to be impressed there. Subsequently, a new management strategy was established based upon the following five viewpoints. First is the viewpoint of farmers. Second is the viewpoint of customers. Third is the viewpoint of the local areas. Fourth is the viewpoint of women. And last is the viewpoint of a movement. An annual business plan is made by the officer and team manager and is improved every week in accordance with a PDCA cycle.
Finally, Izunumanousan, Ltd. is currently promoting village industrialization to invigorate local communities and to develop our company.