Mizkan Co., Ltd. President and CEO Tomoyuki Yoshinaga

Continue to evolve and adapt to a changing society

President and CEO of Mizkan Co., Ltd.　Tomoyuki Yoshinaga(Tomoyuki Yoshinaga)

■ Profile
Born in Chiba Prefecture in December 1969. Graduated from the School of Social Sciences at Waseda University. In March 1993, he joined Nakano Vinegar Co., Ltd., the predecessor to Mizkan Co., Ltd. After gaining experience in sales, marketing, and general affairs, he served as General Affairs Manager at Mizkan Partners Co., Ltd., Senior Managing Executive Officer and COO for Japan and Asia Business at Mizkan Holdings Co., Ltd. He has been in his current position as Representative Director, President and CEO of Mizkan Co., Ltd. since October 2017.

Mizkan has been loved by many families for many years, supporting the dining table with products such as Ajipon and hotpot soup. What is the secret behind the company's continued production of attractive products since its founding? We spoke to President Yoshinaga about the ingenuity and thoughts that go into its products.

　During my student days, I spent all my time learning about society rather than studying. I loved horse racing, so I worked as a freelance writer writing articles for sports newspapers. From my student days to now, my desire to "live each day happily" has not changed. Even back then, I had no desire to move up the ranks. After graduating, I wanted to work as much as I wanted on creating products and crafts in a large company, so I jumped into the food industry, which has a stable demand and market for familiar products.

■ Success achieved through a positive attitude

From the beginning of my employment, I was put in charge of new business ventures one after another. It was very difficult to achieve results in a business that no one had ever tackled before, and there were many challenges. Despite being ignored by clients and commercialization struggling, I was in charge of marketing for the natto business and succeeded in turning a business that had been in the red into a profitable one. I like to take on challenges, so I enjoyed the challenges and missions as if they were a game (laughs). It was busy, but it was very rewarding to be able to notice the hidden needs of customers and experience the moment when my thoughts led to results. The success I had back then led to my current position.

I think the secret to achieving results in something that had no precedent is not being intimidated. You can't win if you go head-to-head with someone with a lot of experience. On the contrary, I tried to be open about my inexperience and make the people around me think I was interesting, thereby closing the emotional distance between us.
Even now, I still value always being positive. I believe that a positive attitude in an organization leads to better results, so I try not to forget to have a positive attitude. It is also important to always act with an eye to the future. When working on something, I always have a clear goal in mind and ask myself why I am doing it. By setting goals, I can visualize what I need to do and work on it.

■The strength of Mizkan, which has continued for 200 years

Mizkan's strengths lie in its fermentation technology and meticulous flavor development.
When Ajipon was first released for use in mizutaki, it struggled with demand not increasing in spring and summer. So, we continued to propose spring and summer menus so that customers could enjoy it all year round, and we were successful in making it a year-round product. We also changed the flavor to match the changes in the menu items used. However, rather than changing the flavor all at once, we made gradual changes, dividing it into several iterations and improving it bit by bit over time so that customers would not feel uncomfortable. The product we have today is the result of this long-term effort. We continue to hone our skills so that we can create even better products in this changing era.
The fermentation business is characterized by high barriers to entry, as it takes a long time from purchasing ingredients to generating sales, and capital investment is required. Mizkan will not immediately abandon a business even if it is not generating profits, as long as it is an area where the company's strengths can be utilized. Even when times are tough, we make long-term decisions to keep it. I believe that the decision to keep it would not be possible without the company's strength, so I think that is one of Mizkan's strengths. Changing management on a daily basis in line with future social conditions will increase the company's sustainability. Deliberating to keep a business that may seem inefficient at first glance can sometimes be a lifesaver in times of difficulty.
We are also expanding our business overseas, including in North America, Europe, and the US. The reason we decided to globalize was because we felt that in order for Mizkan, which has been in business for over 200 years, to survive for the next 50 or even 100 years, we needed to expand our business not only in Japan but also around the world. By expanding our market, we have the advantage of being able to generate profits regardless of currency market trends.

■ The idea that "food is culture"

Our products place great importance on the "original experience" of food. Ajipon was born from the desire to create a society where people could eat mizutaki at home, and this year marks its 55th anniversary. Continuing to be loved for 55 years means that it has become a product that connects three generations. Childhood memories are something we remember even as adults. We hope that our products will foster communication between generations and continue to be loved in the future, so that happy childhood memories can be passed on to the next generation.
In the future, we would like to focus on the health-conscious market. Currently, health foods are sold at relatively high prices. As a Mizkan brand, we would like to provide products that are affordable and allow people to become healthy without overdoing it. We will not only focus on extending healthy lifespan, but also on providing enjoyment through food. Food is an opportunity to create communication. We will continue to develop products based on this value system.

■Message to university students

Be proactive and try new things. University students have plenty of time to interact with society and opportunities to gain new experiences. Even as adults, if you keep in mind to stay positive and honest, and don't be afraid of failure, you will surely be successful. I hope you will broaden your world by expanding your network through these experiences and finding out what you want to do.

Interviewed by Student Newspaper Online on July 6, 2023 by Rikkyo University fourth-year student Narina Ogata