The name of "Euglena"
Use it as a weapon.
Sale of "Euglena cookie" at National Museum of Emerging Science and Innovation
2009.05 – 2010.03
An era when the use of the name "Euglena" was taboo
In fact, we didn't sell the product under the name "Euglena" until 2009. Euglena (scientific name: Euglena) is a kind of algae like wakame seaweed and kelp, but I was afraid that the word "Euglena" would make it look like a member of green worms and hornworms. Since 2006, when we started selling products, Fukumoto and his colleagues in charge of sales (at that time) have taken the strategy of selling the products under the name Euglena and creating the image of consumers from scratch.
Under such circumstances, Asayama, a member of this project, joined the company as a new graduate in April 2009. In May 2009, one month after Asayama joined the company, the National Museum of Emerging Science and Innovation, the National Museum of Emerging Science and Innovation, requested us to cooperate with the exhibition. We hold special exhibitions several times a year to focus on the changes brought about by cutting-edge science and technology and the new world. This time, we will hold a special exhibition on food, "Science Exhibition of'Delicious and Eat'". Therefore, he wants to take up Euglena in the "Future Food" section.
At that time, we had only about 20 friends. Asayama, who saw the project request email shared throughout the company, quickly realized the goodness of the project because of his research background, and volunteered to become the person in charge.
Until the name "Euglena" is used as a weapon
Asayama received a suggestion, "Would you like to make a souvenir?" While interacting with the National Museum of Emerging Science and Innovation. "Since the theme is future food, I want to make something that understands the taste and flavor of Euglena, which is the food of the future. The more souvenirs are for customers, the more interesting it is, how about it?" That's right.
"Is this something to be a story ... This is it!"
Asayama's inspiration was to sell cookies under the name "Euglena," which was previously taboo.
Asayama immediately proposed to Fukumoto, a director.
"Mr. Fukumoto, this is an absolute opportunity. The National Museum of Emerging Science and Innovation is one of the top science museums in Japan. It is not only interesting but also fun because it is run by people whose role is to convey science correctly. It should tell you how wonderful it is. Let's sell it under the name "Euglena cookie"! "
Fukumoto was reluctant to make a crazy proposal from his new graduates. That should be the case, if you accept this proposal, the strategy that has been trying to establish the product in the world under the name "Euglena" instead of "Euglena" will collapse. However, I never sold a product under the name "Euglena" and never confirmed whether it really sold.
"Okay. If you say so, why don't you give it a try? However, sell out 10,000 boxes that will be in stock within one year of the cookie expiration date."
Murahana, who was in charge of sales,
"I will cooperate, so let's do it."
Promised to sell 10,000 boxes.
In November 2009, the "Euglena cookie" was finally launched at the same time as the exhibition at the National Museum of Emerging Science and Innovation.
Then, the catchy name "Euglena cookie" attracted the attention of not only visitors but also the media, and was frequently featured on TV and newspapers. Immediately, "Euglena cookie" sold like 2,000 to 3,000 boxes a month, and Asayama and Murahana sold out 10,000 boxes without waiting for the deadline.
Every time it was taken up by the media, the image that Euglena seems to be good for the body gradually spread to the world. Furthermore, the spread had a positive effect on the sales of our other products. Yes, this "Euglena cookie" created an opportunity to spread the name "Euglena" to the world.
Even after the special exhibition "Science Exhibition of'Delicious and Eat'", Euglena Cookies are still on sale at the "Miraikan Shop" in the National Museum of Emerging Science and Innovation, and are still the most popular product in August 2017.
Posted in August 2017
- Healthcare Business Headquarters
Life Science Research Division Chief Yuta Asayama
Joined a new graduate in April 2009. One month after joining the company, he will be in charge of the project of the National Museum of Emerging Science and Innovation. Currently, in the Life Science Research Division, he is in charge of applied research on material functionality, development of new materials, quality assurance of raw materials and products, safety management, acquisition of certification, etc.
It was an initiative that began with the desire to convey the goodness and potential of Euglena as a researcher in an accurate and easy-to-understand manner. I am very grateful that many people have learned about Euglena.
Find the material to save.
Euglena, which no one can do
Establish outdoor mass culture technology.
Raise it to the 30 billion yen market.
Lunch for all elementary schools.
CO emitted from the chimney 2 so
Euglena cosmetics business
Japan's first bio-jet fuel
Build a manufacturing plant.
The name of "Euglena"
Use it as a weapon.
Euglena in China
Solve the poverty issue in Bangladesh with the Mung Bean Project.
Develop a new product with Takeda using Euglena.
Cultivate Euglena using sewage in sewage treatment plants.
Create a set of guiding principles for euglena’s employees.
Cultivate Euglena using Japanese proprietary technology.
Aim to create an office that promotes a pleasant working environment for our employees.
Establish the Yugurin Nursery School next to our office.
Contribute to community revitalization on Ishigaki Island with Euglena.
Raise awareness of Euglena
Jointly develop new products
Open a Euglena café on Ishigaki Island.
Raise Hinai chickens using Euglena as animal feed.
Diesel fuel with euglena
Put it to practical use in collaboration with Isuzu Motors.
Produce biofuel using Euglena.
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The world's first euglena and chlorella
Obtain ASC-MSC algae certification.
Build synergy with group companies.
With new friends
Make people healthy at the genetic level.
Launch a processing plant for Euglena supplements.
Contribute to community revitalization on Ishigaki Island through the power of science.
Develop new Euglena core cosmetics.
Contribute toward solving food shortages among Rohingya refugees.
Beauty ingredients derived from Euglena
Elucidate the research.
Supporting students in taking on challenges!
Start all-year-round recruitment.
Acquire Halal certification for Euglena and Chlorella.
Euglena that extends healthy life expectancy
Discover the possibilities.
Taketomi Island prawn farming business
Drive your car on Euglena biodiesel fuel at the G20 Karuizawa.
Plan a mascot character to communicate the appeal of Euglena from Ishigaki Island.
Recruit and select CFOs (Chief Financial Officers).
Domestic Kalahari watermelon