18 Aug News Release #22 – One of the most successful examples of Local Branding of Hawaii!
News Release #22 – One of the most successful examples of Local Branding of Hawaii!
Ministry of Agriculture, Forestry and Fisheries (Ishikawa) Sixth Industrialization Planner Takako Matsukura
111-HAWAII PROJECT was introduced as one of the most successful examples of Local Branding within Hawaii at the Ishikawa Agriculture Promotion Council in Ishikawa prefecture.
With about 3,500 of Ishikawa prefecture farmers as members and participating in various activities to achieve agriculture development, the “Ishikawa Agriculture Promotion Council” held a general meeting at the Ishikawa Agriculture and Forestry Research Center on July 8th 2015. At this conference, the Food Marketing Research and Information Center (jurisdiction of Ministry of Agriculture, Forestry and Fisheries) “Food and Agriculture Co. coordinator (FACO)” and Ishikawa prefecture “Sixth Industrialization Planner”, as well as mandeene representative, Takako Matsukura gave a lecture on “The idea behind Local Branding”.
Matsukura focuses on various activities of Local Branding within Hawaii, and introduced two themes “From Farm to Table in Hawaii’ and “111-HAWAII PROJECT” as the most successful examples.
1: From Farm to Table in Hawaii
“Farmers Market”, “Seal of Quality”, “Buy Local it Matters”, “Regional Cuisine”, and “Hawaii Food & Wine Festival” were introduced as projects which the local food service industry, local retail distribution industry, and tourism industry collaborated with manufacturers via the branding of local products.
2: 111-HAWAII PROJECT
“111-HAWAII PROJECT” which strengthened competitive power and advantages by having a single unified branding was introduced as a project in which local business, local consumers, and tourists collaborated with manufacturers via the branding of local products.
Issues and challenges of Japan regions and Hawaii are very similar.
“After giving the lecture, I get the same reaction of everyone being very surprised because they’ve never seen Hawaii in this perspective. Also, farmers and prefectural workers from each region related to the issues and challenges that Hawaii has and they were very interested in the local branding within Hawaii. They’re even interested in actually visiting and seeing this with their own eyes!” said Matsuoka.
She gave the same lecture at the “Nomi-shi conference Industrial Economic Standing Committee Administration Inspection” that was held on July 17th 2015, and is planning on more at other various events in the future.
[ Lecturer Profile ]
Takako Matsukura (mandeene representative and marketing coordinator), joined Kirin Beer Corporation in 1986 and participates in marketing at brand teams such as “Lager” and “Ichiban Shibori”, also engaged in product development. Later becoming the project member of Kirin Beverage Corporation, and then as a Local Limited Brand Project manager, in which she goes all over Japan for product development of a nationwide locally limited beer. During that time, she was involved in the product development of locally limited beer “Hokkyoku Zukuri” which led her to move to Kanazawa area due to her passion towards local marketing. With the motto of local revitalization through food, she implemented marketing activities beyond product categories such as food and cosmetics. Established mandeene and involved in marketing for over 27 years.
In recent years, she was accepted into the Food Marketing Research and Information Center (jurisdiction of Ministry of Agriculture, Forestry and Fisheries) “Food and Agriculture Co. coordinator (FACO)” as well as the “Sixth Industrialization Planner” and mainly engaged in marketing activities of product development that contributes to “local revitalization through food” involving direct product development with the manufacturers that goes beyond Primary Industry, Secondary Industry and Tertiary Industry.