World Grain - January 2021 - 22

FEATURE: ICONIC MILLING COMPANY REBRANDS

Key
milestones
1873 - The government establishes
Sapporo Flour Mills, in Hokkaido.
It is subsequently privatized and
merged with Nippon Flour Mills.
1896 - Nippon Flour Mills Co., Ltd. is
established
1924 - Yokohama Mill, Japan's first fully
fledged large-scale coastal mill,
starts operation
1955 - Starts pasta business and
introduces Oh' my-brand macaroni.
1959 - Company starts premix business
1967 - New headquarters in Tokyo is
completed
1973 - Company starts frozen foods business
1974 - Kobe-Konan Mill is completed
1978 - Chiba Mill is completed
1981 - Nippn Life Innovation Co., Ltd. is
established
1989 - Starts consumer pet food business
in a fully-fledged manner
1991 - Enters into Nakashoku (Readymade meal) business
1996 - Announces the company nickname
" Nippn " and a new logo,
commemorating the centenary
1996 - Nippon Flour Mills (Thailand) Ltd. is
established
2000 - Acquired Pasta Montana, LLC
2004 - Premix plant of Nippon Flour Mills
(Shanghai) Co., Ltd. is completed
2006 - NIPPN California Inc. is established
2008 - NIPPN (Thailand) Co. Ltd. premix
plant is completed
2012 - Nippon Flour Mills (Shanghai)
Trading Co., Ltd. is established
2014 - PT. NIPPN FOODS INDONESIA is
established
2016 - Constructed and relocated to
a new head office building in
Kojimachi, Chiyoda-ku, Tokyo
2018 - Nippon Flour Mills (Shanghai
Jinshan) Co., Ltd., a premix plant in
China, starts operation
2019 - Introduces a new corporate
brand logo

The company's wide-ranging food business includes: food ingredients, which manufactures premixes; the processed food business, which manufactures pasta and home-use groceries; the frozen foods
business, which primarily manufactures frozen dough
and frozen pasta; and the nakashoku (ready-made
meal) business, which manufactures box lunches and
deli foods.
" Recently, sales of home-use frozen food have especially been expanding, " he said. " Needs for food for a
single person and convenience led to the increase in demand for it. Our home-use frozen food not only seeks
deliciousness but also expands its product lineup to
meet various needs. We are selling many products, particularly in the frozen pasta category, and the authentic
pasta series with enhanced premium features and quality and big-size pasta series are growing.
" In addition, frozen meals packed in a tray, which
allow us to enjoy staples and a main dish at the same
time, have become popular as food products other than
frozen pasta. We use an environmentally friendly paper
tray as a container of the product, which is receiving a
favorable reception from our customers. "
Remains strong in milling
Although Mr. Maezuru said the former company name
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portfolio. Although the food segment has higher sales,
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company continues to make large capital investments
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" We have promoted consolidation to the coastal mills,
which are advantageous for procurement of wheat from
abroad, and construction of additional grain silos, " Mr.
Maezuru said. " For example, we installed an additional
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January 2021 / World Grain / World-Grain.com

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World Grain - January 2021

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