Baking&Snack - April 2011 - 12

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NEWS | TECHNOLOGY

SPECIAL REPORT

Baking companies pull together for Japan
Within Japan, baking companies and their suppliers pooled efforts to contribute to the humanitarian effort in their home country. As of press time, the Associated Press estimated the death toll of the March 11 earthquake and resultant tsunami at 18,000, and thousands more have been displaced from their homes. “Miraculously, none of the Rheon employees nor their families were injured during this heartbreak,” said Yoshi Akashi, executive general manager, Rheon USA, Irvine, CA, of the company’s head office plant in Utsunomiya, Japan. “Furthermore, there was no damage to any of the Rheon facilities, and operations have resumed shortly after the earthquake.” “Some major bakery plants in Japan have been hit dreadfully,” he continued. “However, they are now back in business to help feed the hungry and the homeless.” Among those bakeries was Yamazaki Baking Co. As of press time in late March, Yamazaki Baking reported all of its facilities were in operation, including limited production in Sendai, but production continues to be plagued by rolling blackouts. The Tokyo-based company diverted production of nearly half its facilities to help with the humanitarian relief effort throughout the country. “The Japanese government wants us producing as much as we can as quickly as we can,” said David B. Conner, vice-president of human resources at Yamazaki’s US subsidiary, Vie de France Yamazaki, Inc., Vienna, VA., in a March 17 interview with Sosland Publishing Co. Working closely with the Japanese government, Yamazaki soon began producing about 500,000 baked products (bread and sweet goods) daily for shipment principally to emergency shelters in areas most severely affected by the earthquake. “We’ve scaled down production to a couple hundred SKUs (stock-keeping units) we can do quickly,” Conner said. “We’re focusing on items with little proofing time to aid the humanitarian efforts and get product to market.” The simpler product line also helps deal with the rolling power outages, he said. Adopting a similar strategy, Nissin Food Products Co., Osaka, Japan, is running three of its domestic factories at full capacity, focusing on Cup Noodle and Donbei product lines to boost its volume. One concern Mr. Conner expressed at first that proved unfounded was whether Yamazaki’s baking plant workers, about 3,000 per facility, would be able to get to work. Public transportation disruptions were widespread after the earthquake. “It’s the culture there,” he said. “There is a spirit of overcoming. Whether they walk, ride a bike or hitchhike, they get there.”

“Through this unthinkable devastation and destruction, the Japanese people remain strong and united and are cooperating with each other to overcome this tragedy. Rheon will continue to help the needy throughout this crisis.”
— Yoshi Akashi, executive general manager, Rheon USA www.bakingbusiness.com

BAKING & SNACK / April 2011

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Baking&Snack - April 2011

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