Echigo Seika is a company that has been making "mochi" as well as "arare and rice crackers".
It is a hail and rice cracker made by us who know all about rice (rice cake).

The "Pursuit of Taste" series started in 62 as "Tradition of Koshi". It is generally known that "freshly fried tempura" and "freshly cooked rice" are delicious.However, it is not well known that "rice crackers are freshly baked and fried" are delicious. I thought of such a promise with the thought of "I want everyone to eat freshly baked and fried rice crackers!"

1. Line up the products at the supermarket the day after the manufacturing date.
2. The Best Before is 45 days from the date of manufacture.

In this way, the current "Pursuit of Taste" series-freshly baked and freshly fried rice crackers series-was born, and everyone can eat fresh rice crackers at any time.

You can see the passion for rice crackers, such as the state at the time of development.
Click here for the series "The Birth of the Pursuit of Taste".

"Pursuit of taste" is a series of rice crackers made by Echigo Seika, which is currently available at about 4,000 stores and has been well received. Considering that "freshness is the basis of deliciousness", the factory is still manufacturing at this time in order to deliver the freshly baked flavor to customers all over the country.In the series "The Birth of the Pursuit of Taste," we will look back on the time when the pursuit of taste series was born.The "pursuit of taste" that you eat after this story will surely be a bit different.

In recent years, consumers say, "I don't have what I want to buy."On the other hand, the manufacturer laments, "I don't know what's selling or who I'm working for."
　As a person who has been involved in rice cracker production for a long time, I always thought and wished that I would like to fill the gap between the manufacturing site and the place where it is consumed.
　The first thing that anyone can think of is "freshly made rice crackers are delicious".This is what everyone admits.Freshly baked hail in the factory is really delicious.However, it is difficult to receive the freshly made products at the store.Even if we couldn't sell freshly baked rice crackers on the day, we thought that we would like to deliver them the next day at least.It also meant that through rice cracker products, "I want to make what consumers really want" and "I want to get that evaluation as directly as possible with a live voice."Therefore, Echigo Seika challenged the method of continuing to sell << new rice crackers >> by searching for factors that could bring it closer to it.This was the beginning of the "pursuit of taste" and the first step toward a steep but big breakthrough.

Pettan Club E-mail Magazine 2003.6.20 <No. XNUMX> First issue published

To that end, it was difficult to do logistics at the time when we were using route flights that could not be handled in detail, and we absolutely needed a “new logistics”.At that time, courier services began to spread "next day delivery" nationwide.We set out to continue selling new rice crackers with a sense of deviation, but the original carrier did not understand our enthusiasm.It is unavoidable.Even during the collection, I was raised as "time out" and I was in trouble and asked many times.However, due to the spread of this TA-Q-BIN, after a while, it became possible to "deliver to the store almost the next day" except for the year-end and New Year holidays.
　The rice cracker manufacturing process proceeds in the order of «baking → seasoning → packaging → shipping», and finally the products are delivered to stores nationwide.We researched the delivery time and pursued the << shortest delivery time >>.The warehouse became unnecessary on the way, and it became an obstacle.
　Now, it can be delivered to stores all over Japan on the day after ordering and in the morning.

Pettan Club E-mail Magazine 2003.10.6 <No. XNUMX> Fall / Winter issue

Originally, the "best-by date" is set with a length that allows for distribution conditions.However, in "Pursuit of Taste", the Best Before was set to "45 days" based on scientific data as well as the deliciousness of freshly made.This is "unusually short" for a rice cracker product.With traditional logistics products, it is difficult and confusing to shorten the Best Before.After all, in order to "reform the Best Before", "reform of logistics" was necessary.
　Furthermore, we have set the sales period at the store as << within 15 days >>.The setting of this << XNUMXth >> was very well received.One of my close friends gave me some kind advice, "Mr. Echigo, I'm not saying anything bad. You'll be crushed by the pile of returned goods ...".
　If there is no << value >> from the consumer's point of view, it will not be consumed in that short period of time.This system will not be possible unless we are lined up with the top products of the same industry in the same line and aim for further sales turnover.In the first place, if the sales are higher than other products, you cannot put them in the store.
　For Echigo Seika, it was truly a "backwater camp".

* Currently, the sales deadline is set to 20 days.

Pettan Club E-mail Magazine 2003.12.20 <No. XNUMX> Year-end issue

In the case of make-to-stock production based on past performance and forecasts, << surplus and shortage >> will inevitably occur.Manufacturers all over Japan are basically planned production like that, but for the first time in the industry, we aimed for << build-to-order manufacturing >> to start manufacturing after receiving an order.When ordering, we asked for the amount that would be sold out the next day, and we decided that it would be possible from one bag.This eliminates the need for a backyard as a store.
　We decided not to take a rest because of the factory.If the factory is closed, we will definitely need a << make-to-stock production method >>.After the efforts of our employees, we have established a "365-day manufacturing and shipping system".Not only Sundays and holidays, but also New Year's Day and Obon are movable.
　Echigo Seika is the only rice cracker factory that still does not rest 365 days a year.It seems that we are fortunate that our founding was "Udon shop".The XNUMX/XNUMX production method of udon, which cannot be made, was great.

Pettan Club E-mail Magazine 2004.3.29 <No. XNUMX> Sakura issue

First of all, the commitment to "pursuing taste" is "freshness".I thought that if the customer couldn't eat it all at once after purchasing it, the "freshness" would drop, so I reduced the volume of one bag.
　In addition, many of the packages, which can be said to be the face of the product, are designed with the aim of making a strong difference in self-assertion.
　And, of course, aiming for "valued products that are worth the price", we sold them at "every day, at an appropriate price" so as not to overly stimulate customers through "special sales".
　Fortunately, these ingenuities have made it possible to achieve the only "real everyday low price" in Japan.

Pettan Club E-mail Magazine 2004.5.28 <No. XNUMX> Fresh Green Issue

　The efforts of the factory alone do not convey the “thoughts” of making such products.It is essential to be able to support all the stores that the sales staff sells.In order for rice crackers made with all our heart to actually reach our customers, we need to be very careful and considerate.
　The big idea is to "please place an order that sells out on the day and get an understanding so that the product will not be delayed at the store".
　To do this, it is important to visit the store several times a month, maintain the display at the sales floor, and communicate with the manager of the store where the product is sold.
　The enthusiasm of our sales staff is indispensable in order to convey our enthusiasm and passion for "pursuing taste" to our customers.
　Its role can be said to be a "conductor".

Pettan Club E-mail Magazine 2004.8.20 <No. XNUMX> Published in the summer greeting issue

Finally, this "fresh rice cracker" filled with our passion has come out.With expectations and anxiety in my heart, I went to the store where it was sold.
　April 62, 4.The state of the store on that day is still firmly in my mind.All 28 types of products were lined up on the shelves, 32 bags each, and all price cards were handmade.
　That was amazing.A product with no advertising or announcement was sold out in no time on the day.
　The person in charge of the shop introduced the "surprise" to the same trader.
　As a result, it was truly "unprecedented" that it would be "introduced to 700 stores" within half a year, even though it was not advertised or announced in the same way.

Pettan Club E-mail Magazine 2004.9.16 <No. XNUMX> New issue

Since the "pursuit of taste" was lined up in stores, the "live voice of consumers" that I had envisioned was conveyed.Since then, we have made a company-wide effort to create truly valuable products.
　Along the way, there was also a << great shortage of raw rice >> << disruption of logistics due to heavy snow >> << no ridicule >>.Overcoming that, we received the support of many customers and shops.And, in fact, it is the 17th year.Today, we are now able to deliver fresh rice crackers to 4,000 shops every day. It can be said that the concept of "pursuing freshness" was just right.Nowadays, it is becoming a great pleasure for our employees to improve our products every day.
　We have received many letters of encouragement and gratitude.There is also some scolding encouragement.The << fan letter >> is posted throughout the company.Nowadays, it's getting faster and faster to rate by email.
　≪I want to make it more fresh, delicious, and good for our customers≫ This feeling is growing more and more.After all, products must always be able to interact with customers through products, not “keep selling”.
　Nowadays, I have come to think that there is no future for selling rice crackers unless it is "pursuit of taste".As a member of the food industry, I have learned a lot from the pursuit of taste.
　We will continue to meet expectations for "deliciousness".Echigo Seika will wholeheartedly deliver the deliciousness of freshly baked and fried foods.
　We look forward to your warm support.

Finish

Ichiro Hoshino, President of Echigo Seika Co., Ltd.