Contributing to Local Communities

Community Ties

The Kewpie Group cooperates with local governments to resolve community issues.

Initiatives with Yamagata Prefecture

With the aim of revitalizing the region and improving the quality of life of its citizens, Kewpie in February 2019 signed a comprehensive partnership agreement with Yamagata Prefecture focusing on promoting regional revitalization. The aim is to contribute to the Yamagata Sosei (Yamagata Creation) program through the effective use of the company’s resources as well as those of the prefecture.

Content of the comprehensive agreement for cooperation between Kewpie and Yamagata Prefecture

Kewpie and Yamagata Prefecture will work together on the following challenges facing local communities. The parties will cooperate on the study and implementation of specific measures.

Content of the agreement

  • 1.Matters related to the local production and consumption of Yamagata Prefecture agricultural products and the expansion of use
  • 2.Matters related to the promotion of health
  • 3.Matters related to the promotion of food education
  • 4.Matters related to efforts to alleviate childhood poverty
  • 5.Matters related to disaster prevention
  • 6.Other matters related to the promotion of the Yamagata Sosei program

Shibuya Ward Initiatives

In December 2016 Kewpie signed a Shibuya Social Action Partner agreement with the municipal government of Shibuya Ward. The aim of this comprehensive partnership agreement is work together to resolve community issues. Through this agreement, we will cooperate with Shibuya Ward on new initiatives and foster greater harmony with the local community.

Content of the Agreement

  • 1.Support to provide food education and resolve child poverty
  • 2.Support in the health promotion domain in a super-aging society
  • 3.Research and proposal of solutions to issues in the environmental domain (including food wastage)
  • 4.Support provision, planning, and development of communication initiatives to promote cultural and artistic endeavors
  • 5.Support for research and educational activities to achieve diversity
  • 6.Personnel exchange as part of human resource development and training programs

Initiative with the City of Hiroshima

With the aim of revitalizing the region and improving the quality of life of its citizens, Kewpie in March 2018 signed a comprehensive partnership agreement with the City of Hiroshima focusing on promoting regional revitalization. The parties will work together to promote initiatives that make the most effective use of the resources of Kewpie and the City of Hiroshima.

As part of the agreement, Kewpie and the City of Hiroshima will work together to promote the local production and consumption of six large leafy vegetables grown nearby, as well as to increase the daily intake volume of vegetables by the area residents.
As part of PR activities aimed at expanding the consumption of local agricultural products in the City of Hiroshima, Kewpie is promoting at mass retailer tastings and menu proposals so that customers can best enjoy the delicious seasonal vegetables.

Details of the agreement

  • 1.Matters related to promoting local production and consumption
  • 2.Matters related to increasing the consumption of vegetables
  • 3.Matters related to improving health
  • 4.Matters related to the promotion of food education
  • 5.Matters related to disaster prevention

Hiroshima Prefecture Initiatives

Aohata Corporation entered into a comprehensive partnership agreement with the Hiroshima prefectural government in 2013. Under the partnership agreement it has engaged in a wide range of initiatives, including development of original local products (the Setouchi brand), tourism promotion, improvement of services for local residents, promotion of efforts to revitalize the regional economy, health promotion, food education, and enhancement of regional safety and security.

Content of the Agreement

  • 1.Promotion of the Setouchi brand and local products
  • 2.Tourism promotion and dissemination of prefectural government information
  • 3.Educational and cultural promotion
  • 4.Health promotion and food education
  • 5.Environmental measures and recycling
  • 6.Regional safety and security
  • 7.Support for people with disabilities
  • 8.Child-raising support
  • 9.Other efforts to enhance services for residents and invigorate regional society

Products registered under the Setouchi trademark

Initiatives in Fukushima Prefecture

The Kewpie Sendai Branch Koriyama Sales Office runs a social contribution program on the theme of "Smiles at Fukushima dinner tables!", which goes beyond existing “Mayonnaise Classes” to focus on building a cycle of local consumption of vegetables produced in Fukushima and using that cycle to create new eating scenarios. In cooperation with the Fukushima Prefectural Headquarters of ZEN-NOH, the National Federation of Agricultural Cooperative Associations, and local farms, the office distributes seedlings of cucumbers, a vegetable for which Fukushima Prefecture is renowned, to local elementary schools and runs Mayonnaise Classes in the harvest season, providing children with the chance to experience eating cucumbers they have grown themselves accompanied by hand-made mayonnaise. As well as communicating the joy of food and the great taste of vegetables, this initiative promotes harmony with the local community.

Regional Clean-up Activities

We carry out voluntary clean-up activities in the areas around all of our facilities. Kewpie employees also take part in regular clean-ups of local riversides and shopping precincts.

Open Kitchen

Kewpie believes that the factory is an extension of the kitchen at home and accordingly calls its factory tours for the general public an “Open Kitchen” tour. We believe these tours present the best opportunity for our customers to see how products are made, to gain a better understand of the products, and to feel more assured about their use.

Kewpie launched Open Kitchen factory tours in 1961. It was rare at the time for food industry companies to open production sites to the public, and our tours were initiated as part of social studies field trips for elementary school students. We now host about 60,000 visitors intent on studying local industry each year.

Educational Support Activities by Group Companies in Japan

As part of its educational support activities, Aohata Corporation delivers presentations and lectures and runs jam-making training in high schools and universities, as well as accepting student interns to provide them with a better understanding of the importance and challenges of work. Donations from Aohata have also formed the basis for establishing the Aohata Scholarship Fund in Takehara, Hiroshima Prefecture, where the company’s head office is located. This grant scheme awards scholarships to two new students each year.

Regional Contribution Activities by Overseas Group Companies

Kewpie (Thailand) Co., Ltd. budgets 2% of its profits for activities on the three themes of environment, support for children, and regional contribution. This initiative also aligns with the corporate policies of the Saha Group, our local joint venture partner. The company’s environmental activities include encouraging reduction of environmental load by promoting LED lighting, water recycling, and the use of biomass fuel, as well as ongoing tree-planting programs conducted with the local community to preserve water sources (8,000 trees were planted in fiscal 2018). Support for children includes school expense assistance for employees’ children and installation and maintenance of health and sanitation facilities such as cafeterias, toilets, and drinking water in nearby elementary schools. Regional contributions include support for improved living environments in partnership with the public health bureau, support for daycare centers, factory tours, and employee volunteer clean-up activities.

Tree-planting program

Upgrading of sanitary facilities
Left:Before upgrade Right:After upgrade

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