Interview with Hirano Yoko
We asked about her thoughts on the key to the renewal, the “package design,” and her future outlook.
Taking the first step as a "brand" with the renewal
It has been 16 years since the establishment of "Umisachi Yamasachi Honpo," but is this the first time for a renewal?
Hirano (no honorifics)
I had been making small changes like changing seals or creating them myself, reviewing the packaging and renewing the product content, but it never led to a significant transformation.
However, I had always felt there were issues with the packaging.
Even if I create and print a new seal, if there is even a slight change in the text, I have to remake the seal again. As a result, the previous ones become wasteful, so in an effort to cut costs, I thought, "Then I'll do it myself," and started cutting and pasting to make them in-house, but the design ended up deteriorating...
Amidst this, I began to take a serious look at the operations, and the sense of crisis that "this cannot continue" finally began to weigh on me.
It was in the winter of 2024 that I decided to seriously confront the long-standing issues with the packaging.
I heard that you requested the package design from a design office. What led to that decision?
Hirano
There is a company that handles our products as OEM, and the design of that package was done by the design company we requested this time.
Since it was an indirect connection, I wasn't sure if it would work out even if I asked the designer, and I also had concerns about costs, so I never thought of asking directly.
When I consulted with the person in charge at the OEM company about the current situation of Umisachi Yamasachi Honpo, I received an introduction and decided to meet with them. I brought a proposal filled with our thoughts and ideas, saying, “This might be our last chance to change Umisachi Yamasachi Honpo!”
OEM: An abbreviation for "Original Equipment Manufacturing," which refers to the manufacturing of products for other brands.
Gradually expanding recognition with a package full of thoughts
What are the differences between the previous "design" and the new one?
Hirano
At the time I visited with the proposal, I had expectations, but I also thought to myself, "Can we really change?" Although I felt there were issues with the packaging, to be honest, I had no idea what or how to change it.
Despite those anxieties, as we progressed with the discussions, I began to feel unexpected responses.
I thought there would be research on the product features, target audience, and sales locations when designing. However, the designer first visited the factory and thoroughly understood "what materials are used for this product and how it is made" and "what thoughts we have in delivering it."
I was surprised that the design was created with a deep understanding of the thoughts behind our background.
Have you noticed any changes in your surroundings or customers due to the new "design"?
Hirano
Other vendors and regular customers were surprised and even said, “Has the president changed?” (laughs)
The morning market's promotional article also featured us as a "renewed store."
On the first day we unveiled the new package, a buyer from a department store stopped by, liked it, and now they are actually handling our products. Additionally, many others have shown interest, and I felt the expansion.
Although the materials we handle have not changed, the opportunities for young people and tourists to pick up our products have increased compared to before, and I truly feel the change.
The change is not only in our surroundings, but it has also affected us who work here.
Every time a design sample comes in, I am moved, thinking, “It keeps getting better!” I am happy that our thoughts are properly incorporated, and it naturally makes me feel positive.
Moreover, not only the design but also the content volume, size, price, and wholesale destinations have become topics of discussion among the designer, myself, my father, mother, and part-time staff. From discussions about a single product package, eventually everyone working at Umisachi Yamasachi Honpo started sharing opinions and finding ways to improve operations, and the entire workplace became increasingly lively.
By gaining confidence in our products, we were finally able to review the prices that had been stagnant for a long time. Our business partners have also positively accepted this.
Someday, a place where "you can buy it here"
Do you have any future goals or outlooks?
Hirano
Due to the nature of our products, there have been times when the catch volume varied, and due to individual differences, it was difficult to commercialize as we wished.
After going through such trial and error, we have now reached a state where "we can truly say it is delicious." With the added appeal of the packaging, we can now proudly say, “This is our product.”
There is still a long way to go, but in the future, I hope to turn our current office into a store. If there is a place where "you can buy it here," it would make it easier for people to pick it up with confidence.
We want to continue cherishing the encounters with customers who choose our products because they think, “It was delicious” or “I want to give it to someone.” At the morning market, I feel that by adding explanations like “kind to the body,” the goodness of the products can be conveyed.
Even if we can no longer participate in outdoor events physically in the future, I want to create a store where we can convey such thoughts with our own hands.
After the interview
During the interview, Hirano-san spoke candidly about the real management situation.
Her strong desire to connect this business, which her father Sanada has cherished and nurtured, to the next generation is the foundation of the renewal.
Changing the package design may be a small step, but it has given rise to a “hope for continuity.” I want to continue supporting Hirano-san, who is looking forward with that solid sense of achievement.
Data of Umisachi Yamasachi Honpo (FP Commerce Co., Ltd.)
For information on stores and morning market participation, please check the <a href="https://setosea.com">official website</a> or <a href="https://www.instagram.com/umisachi.yamasachi.honpo/">Instagram</a>.
| Organization Name | Umisachi Yamasachi Honpo (FP Commerce Co., Ltd.) |
|---|---|
| Industry | Food and confectionery manufacturing and sales |
| Representative Name | Sanada Yasumasa |
| Year Established | 2009 (Founded in 1999) |
| Address | 658-14 Nitta, Nishi-Achi-cho, Kurashiki City |
| Contact | 086-466-4665 |
| Website | Kurashiki Umisachi Yamasachi Honpo |
