地域活性化における米の商品企画

URI http://harp.lib.hiroshima-u.ac.jp/hbg/metadata/12068
File
Title
地域活性化における米の商品企画
Title Alternative
Product Development of Rice for Local Activatio
Author
氏名 烏田 いづみ
ヨミ カラスダ イヅミ
別名
Subject
地域活性化 = local activation
商品開発 = product development
米 = rice
米粉 = rice powder
日本酒 = rice wine
甘酒 = amazake (sweet fermented rice drink)
ブランディング = branding
Abstract

The future of Japanese rice farming, it is not exaggerating to say, means that of agriculture as a whole in a district, and the future of agriculture means that of the district itself. Many rural areas in Japan have similar problems these days, which include 1) super-aging phenomenon and depopulation, and 2) lack of industry and employment. An increase in rice production and consumption could be helpful to solve the problems and consequently to activate the areas. Rice consumption in Japan, however, has been steadily declining for some decades because the diet of Japanese people diversified and we came to eat more and more bread or pasta or others. This trend seems to be maintained for the future, and so the rice production to meet people’s needs is necessary for its increase. Under the circumstances, “the rice for rice powder,” admitted in 2008 as a manner of production adjustment, is expected to improve the profitability of rice farms. The use of rice powder as a substitution for flour should be introduced widely to expand its consumption. At the same time, it is imperative to revise processed products of rice, such as rice wine, “sake” in Japanese, and to proceed the branding of local rices to make them accepted globally. In current Japan,“michi-no-eki (roadside stations)” and “teikei markets” selling farm-fresh vegetables are very popular and the so-called sixth-order industry is actively promoted. As a result, many processed products of crops are competing with each other. For a developed product to attain some good sales in this saturation, corporations, food specialists and the community must join together and make a strategic move to convey the product information to consumers under the clear and accurate concept. To inspire its trial tasting, appealing to consumers’ senses is crucial. Food stylists are required to design the whole product as a food producer, from its taste to its advertising copy, package, market and sales method. In this actual product development in association with two companies and rice producers, I approached to the expansion of rice consumption in three ways, which I considered equally important. The first was working out new recipes of rice powder and providing the brochures to introduce them as a way of motivating its consummption; the second was brushing-up of an existing article of Japanese sake in light of the future trend of consumption; the third was branding of Isehikari rice along with its specific plot. Trying to grab the characteristic of the materials and examine the products from consumers’ viewpoints, we succeeded in embodying straightforwardly and clearly our concept of what messages we wanted to convey with the products, and of what kind of merchandise they should be. We will see the transition of their sales and work on new products and their promotion.

Journal Title
広島文化学園短期大学紀要
Volume
47
Spage
21
Epage
28
Published Date
2014-12-26
Publisher
広島文化学園短期大学
ISSN
18846769
Language
jpn
NIIType
Departmental Bulletin Paper
Text Version
出版社版
Set
hbg