Establish production and distribution operations that protect and develop consumer trust in your brand.
Even if a brand boasts a high level of "commitment," it will be difficult to sustain distribution if it cannot provide a stable supply. In order for a brand to remain beloved for a long time, it is necessary to design a system that can be put into practice continuously by both the producers of the products that make up the brand and the distributors and retailers.
The “standards” that Cifra aims for mean measurable indicators based on the key appeals of the brand, combined with clear and practical operations to achieve them. By building an implementation framework that oversees production, distribution, and retail, and by establishing operations for each, we protect consumer trust through stable and sustainable management.
Designing and Operating Brand Standards
1. Based on the brand concept, we extract the points of appeal (issues) to consumers.
2. We develop names and icons that allow people to immediately understand and empathize with your selling points.
1. We will establish brand standards that guarantee the authenticity of the brand.
2. The design will be flexible, have measurable and publicly available indicators, and be actionable.
1. We organize the system of people involved in brand management, from production to distribution and stores, including disseminating standards, pre-shipment judgments, regular reviews and audits, and prepare documents and systems.
2. We will create a sustainable system by sourcing, including external support, as necessary.
1. Test implementation will begin and the operation phase will begin.
2. Any issues that arise during operation will be resolved by returning to steps 2 and 3.
The brand structure is roughly as follows:
We believe that the strong consistency between expression and reality, and the difficulty and uniqueness of achieving the standards that guarantee reality, ensure our competitive advantage.
We position the product by combining safety standards (scope, quality, degree) with the brand's key selling points, and then determine specific indicators.
Case studies
The system aggregates and manages information such as cultivation status and the results of individual safety inspections, and publishes this information online. Rather than limiting traceability, a quality control method, to an internal system, it is made visible to everyone and used as a means of communication. This is the quality control standard and its implementation for "food with a face."
"Food with a Visible Face" is a private food brand launched by Ito-Yokado in 2002 as part of its efforts to ensure food safety and security. It is the first food brand in Japan to use a traceability system for quality control and make that information widely available to the public.
"Vegetables and Fruits with Letters』is a produce brand sold by Tokyu Stores, where you receive a letter from the producer. High-quality products carefully selected by buyers are delivered along with a letter filled with the producer's thoughts.
"Rosen Hardworking Farmers Support Group" is a produce brand developed by Sotetsu Rosen.
We aim to differentiate ourselves from competing retailers by promoting each product in store, including from the buyer's perspective.
It is a locally based brand that highlights the strengths and uniqueness of its retailers.
"The Distraction of Seeing" is the Chinese version of the "Food with a Visible Face" series and is sold at Ito Yokodo stores.
Rather than exporting high-quality products made in Japan, we are expanding our product lineup, which offers peace of mind by establishing a strict inspection system for locally produced products.
We design quality standards and can design according to your brand concept, from comprehensive to casual.
We ensure brand reliability by comparing the standards with cultivation history information provided by producers, including information on sowing, raising seedlings, planting, and the use and content of pesticides and fertilizers.
We screen producers before signing a contract and follow up on compliance with standards after signing a contract. We can also introduce excellent producers from our database of approximately 7,000 producers nationwide.
We thoroughly ensure that standards are met before shipping, including program testing for radioactive substances and residual pesticides.
We regularly check on-site whether predetermined distribution routes are being followed and whether traceability functions are operating smoothly at packing sites, and we support compliance with logistics standards.
We conduct regular external audits by a third party to ensure compliance with standards. By enlisting the help of an external party, we can identify problems that may be overlooked internally, leading to an improvement in the brand level.
We act as advisors and support the process from introducing GAP to obtaining certification.
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