Ninben Co., Ltd. Executive Officer, General Manager of Corporate Planning Department: Tadao Machida / Executive Officer, General Manager of Product and Service Planning Department: Koji Toyama

Creating a sales system and continuing to pass on the value of katsuobushi to the future.

Tadao Machida, Executive Officer and General Manager of Corporate Planning Department, Ninben Co., Ltd.

Koji Toyama, Executive Officer and General Manager of Product and Service Planning Department, Ninben Co., Ltd.

Ninben Co., Ltd. is a katsuobushi (dried bonito flakes) specialty store that has been in business for over 300 years. While continuously adapting to the times and upholding the core of Japanese cuisine, "dashi" (broth), they continue to produce best-selling products. We spoke with Mr. Machida, General Manager of Corporate Planning, and Mr. Toyama, General Manager of Product and Service Planning, about the consumer needs and dashi culture that lie behind their success.

■About your time as a student and your career after joining the company

(Machida)
I joined the company as a researcher and have since worked in various departments, including research and development, manufacturing, product planning, and my current role in public relations and advertising. I've always loved bonito flakes and dashi (broth), and I distinctly remember feeling at the company information session that "this is a company where people who truly love bonito flakes work." In fact, there are many employees in the company who have a strong commitment to raw materials and flavor creation, and I was drawn to that attitude, which led me to decide to join the company.
Currently, I'm responsible for two areas: public relations and digital. In public relations, I handle communication with consumers and the media, while in digital, I manage e-commerce sites and other web operations. My job involves thinking about how to convey the appeal of our products, but there's no single right answer in public relations. Even with the same product, how it's communicated can greatly change how customers perceive it. That's why I think the most interesting part of this job is constantly thinking about "what to communicate and how to communicate it to pique their interest."

(Toyama)
I was job hunting during the job-hunting ice age. Even back then, I had a strong desire to work for a manufacturer, creating and selling products. In particular, I focused on food manufacturers, where I could be involved in product development and be close to the customer. Among them, I was drawn to the sense of luxury associated with katsuobushi (dried bonito flakes) and the importance of dashi (broth) in Japanese cuisine, and that's why I chose this company. Dashi is the foundation of Japanese cuisine and supports Japanese food culture. My desire to be involved in delivering that value was what led me to join the company.
Currently, I work in the Product and Service Planning Department, where I'm responsible for product planning and sales promotion proposals. Our role isn't just about creating products, but also about thinking about how to sell them. We conduct market analysis, consider the target audience, and design how the products will be displayed in stores. When a product sells according to plan, it gives me a great sense of accomplishment.

■ How to use it changes with the times

(Machida)
Lifestyles have changed dramatically, with an increase in dual-income households. More and more people find it difficult to spend time cooking as they used to. Therefore, we are also evolving the "ease of use" of our products to keep up with the times. On the other hand, we believe that the value of bonito flakes and dashi itself should not be changed.
Recently, the term "Taipa" has become quite common, but we don't simply value speed. We believe that even with the same cooking time, a higher quality broth can significantly improve meal satisfaction and thus enhance quality of life.

(Toyama)
In recent years, with the increase in dual-income households and changes in lifestyles, there has been a growing need for time-saving products that reduce the time spent cooking, leading to increased demand for easy-to-prepare meals. Therefore, we are focusing on developing convenient products such as seasoned rice mixes and condiments for side dishes. On the other hand, there are still a certain number of people who prefer to take the time to make their own broth on weekends.
Therefore, we don't just pursue Taipa; we also value products that enhance the quality of life through food. Customer needs are not singular. We gather feedback through surveys and other means, and we also try to uncover potential needs that haven't yet surfaced.

■ Creating marketable products while maintaining quality

(Machida)
Our company is a dried bonito flake specialty store with a history of over 300 years, but it is difficult to compete with large companies on price alone. Therefore, we value a higher level of quality. We select the best quality raw materials possible within our budget and strive for careful manufacturing.
Furthermore, regarding bonito flakes, we have maintained our position as a bonito flake wholesaler since our founding, and we source high-quality bonito flakes from domestic artisans and producers with whom we have built trusting relationships over many years. We then personally assess the quality of the bonito flakes before processing them into our products.
In recent years, raw material costs have continued to rise, but we have not chosen to compromise on quality. We will raise prices if necessary, and continue to create products that our customers will still choose.

(Toyama)
Product planning isn't just about coming up with ideas. It requires coordinating with many departments, including sales and manufacturing. Therefore, strong communication skills are crucial. The most interesting aspect of this job is constantly thinking about "how to make our products stand out to customers."
Rather than directly competing with large corporations on price, we compete on quality and expertise. For example, we create products like our "Gold Series" of soup bases, targeting customers who seek a higher level of taste and quality. Our history and trust as a specialty store with over 300 years of history are also major strengths.

■Message to university students

(Machida)
Job hunting provides many opportunities to think about "what you want to do." I believe that when a company's vision aligns with your own, it leads to a great sense of fulfillment in your work. So, instead of just focusing on the conditions, I encourage you to also consider "what values ​​you cherish" and try to find a company that suits you.

(Toyama)
In the workplace, it's crucial to consider not only your own ideas but also "what the customer wants." Business thrives on interaction with others, so it's important to value the ability to think from the customer's perspective. Even during job hunting, focusing on who you want to help will help you see the direction you want to go.

Student Newspaper Online, May 16, 2026, Interview by Reina Inomoto, 1st year student at Kyoto University of the Arts

Chiharu Yamada (2nd year, Information Management Innovation Professional University) / Naokazu Shimada (4th year, Hosei University) / Reina Inomoto (1st year, Kyoto University of the Arts) / Sakura Yamashita (4th year, Tsuda University)