vol.02 Raise Euglena to the 30 billion yen market. | Sustainable Times by Euglena | Sustainable Times by euglena

euglena Project

02

Euglena 30 billion yen
Bring it up to the market.

Delivering Euglena food to people

2012.4.24

in progress

Euglena as a health food

Fukumoto, the director in charge of marketing (at that time), was thinking about the next move.
Fukumoto, who was involved in the sales of chlorella, a microalgae, was fascinated by the potential of Euglena as a health food and joined the founding of Our. At that time, Euglena, which no one had eaten and could not be said to be flattering to sell as food, was a new material that we did not know if it would really sell. Despite this, Fukumoto set the goal of "creating a 30 billion yen market with Euglena." And I was confident that I could achieve it.

Fukumoto, who had been researching various health food companies, thought that entry into the mail-order business was indispensable for creating a 30 billion yen market. However, it was obvious that a venture company that had just been founded would fail even if it suddenly bought a new material that no one knew. Therefore. First of all, we started with OEM business (manufacturing and wholesale of products under the brand of our business partners), and adopted a strategy of having well-known companies sell the products and making Euglena known to the world. At first, it was extremely difficult to even acquire OEM customers, but due to hard sales efforts, it gradually began to take off.

"Let's start the mail-order business when the recognition reaches 5%" -Fukumoto, who thought that sales exceeded 1 billion yen in the fiscal year ended September 2010 and the time was finally ripe, decided to create a 30 billion yen market. Toward this, we have started to launch our own mail-order business. The royal road to growth in the mail-order business is the introduction of advertising, but Euglena Co., Ltd., which was still lacking in financial resources, could not afford to spend a large amount of advertising expenses and could not win in a common sense way. Therefore, Fukumoto focused on unique "branding" and "topic" that other materials cannot imitate, and devised a strategy to create an advertising effect by having the media take up the news.

Sending images through mail order and Jiyugaoka

Regarding "branding," we will hold discussions with advertising companies, paying attention to the unique potential of Euglena as a food, drink, and biofuel, and have people enjoy the concept of a recycling-oriented society that was widespread at that time. With this idea, we devised the site name "Euglena Farm" for future agriculture. In addition, by naming the flagship product, which is made by adding euglena to green juice, as "green juice", we aimed to have many people accept it smoothly from the association with the well-known green juice. Furthermore, considering that it was a time when the indication of the place of origin began to be talked about, the material name was redefined as "Euglena from Ishigaki", taking advantage of the image of Ishigaki Island such as nature, sunlight, and clean water. However, the material photos have also been renewed.

Euglena powder from Ishigaki

Finally, in April 2012, Euglena launched its own online shopping site "Euglena Farm". Regarding "topic", we have a unique product lineup such as rice, salt, and candles, and we have also collaborated with Jiyugaoka, a highly sensitive city. In addition, we introduced the world's first mobile sales vehicle "Euglena Farm" that runs on fuel containing bio-oil of Euglena, and operated latte and sweets containing Euglena every weekend in Jiyugaoka. .. Along with the brand Jiyugaoka, the image of Euglena's sound material-cycle society itself, which can be eaten and used as fuel, was transmitted through mail order. This initiative was featured in many media and helped expand the company's mail-order business.

"Euglena Farm" * Currently not available

As Fukumoto aimed, the unique branding and topicality were successful, and Our attempt attracted attention in many media, achieving PR effect and awareness improvement beyond mere advertising. Currently, the Group's healthcare business sales have grown to over 10 billion yen in FY09 / 16. Today, Fukumoto is still moving toward the big mission of "creating a 30 billion yen market with Euglena."

Euglena Data

-Our sales trends-

Character

Executive Officer Sales Representative Takumoto Fukumoto

"The direct marketing business will be the most important business for us in order to achieve the purpose of maximizing the sales and profits that can be obtained from the material Euglena, and accurately communicating the message we want to convey to our customers, such as our vision. Because I was thinking about it, I worked on it as a big project with company luck. "

euglena Projects

vol.00

Bangladeshi children
Find the material to save.

vol.01

Euglena, which no one can do
Establish outdoor mass culture technology.

vol.02

Euglena
Raise it to the 30 billion yen market.

vol.03

Bangladesh
Lunch for all elementary schools.

vol.04

CO emitted from the chimney 2 so
Incubate Euglena.

vol.05

Euglena cosmetics business
Launch it.

vol.06

Japan's first bio-jet fuel
Build a manufacturing plant.

vol.07

The name of "Euglena"
Use it as a weapon.

vol.08

Euglena in China
Spread it.

vol.09

Acquire super-Euglena.

vol.10

Solve the poverty issue in Bangladesh with the Mung Bean Project.

vol.11

Develop a new product with Takeda using Euglena.

vol.12

Cultivate Euglena using sewage in sewage treatment plants.

vol.13

Create a set of guiding principles for euglena’s employees.

vol.14

Cultivate Euglena using Japanese proprietary technology.

vol.15

Aim to create an office that promotes a pleasant working environment for our employees.

vol.16

Establish the Yugurin Nursery School next to our office.

vol.17

Contribute to community revitalization on Ishigaki Island with Euglena.

vol.18

Raise awareness of Euglena
Jointly develop new products

vol.19

Open a Euglena café on Ishigaki Island.

vol.20

Raise Hinai chickens using Euglena as animal feed.

vol.21

Diesel fuel with euglena
Put it to practical use in collaboration with Isuzu Motors.

vol.22

Produce biofuel using Euglena.

vol.23

研究系ベンチャーを
ヒト、モノ、カネで支える
新しいファンドを確立せよ。

© 2018 MELTIN MMI

vol.24

The world's first euglena and chlorella
Obtain ASC-MSC algae certification.

vol.25

Build synergy with group companies.

vol.26

With new friends
Make people healthy at the genetic level.

vol.27

With Jiyugaoka
Spread Euglena.

vol.28

Launch a processing plant for Euglena supplements.

vol.29

Contribute to community revitalization on Ishigaki Island through the power of science.

vol.30

Develop new Euglena core cosmetics.

vol.31

Contribute toward solving food shortages among Rohingya refugees.

vol.32

Beauty ingredients derived from Euglena
Elucidate the research.

vol.33

Supporting students in taking on challenges!
Start all-year-round recruitment.

vol.34

Acquire Halal certification for Euglena and Chlorella.

vol.35

Euglena that extends healthy life expectancy
Discover the possibilities.

vol.36

Taketomi Island prawn farming business
Develop.

vol.37

Drive your car on Euglena biodiesel fuel at the G20 Karuizawa.

vol.38

Plan a mascot character to communicate the appeal of Euglena from Ishigaki Island.

vol.39

Recruit and select CFOs (Chief Financial Officers).

vol.40

Domestic Kalahari watermelon
Cultivate.