United Supermarket Holdings (Tokyo/President Motohiro Fujita: USMH) has launched its own private brand, “GREEN GROWERS Meal,” a collection of foods made from plant-based ingredients. There is. Sales targets are not disclosed. We asked him about the background behind launching a brand specializing in plant-based products and about his sales strategy.

Aim to attract Generation Z, who are highly concerned about the environment

In June 2022, USMH launched the private brand (PB) “GREEN GROWERS” (hereinafter referred to as GG), which handles sustainability-friendly products based on the concepts of “safety and security,” “healthy,” and “environmentally friendly.” launched. The main purpose is to attract new customer groups. GREEN GROWERS’ main target audience is Generation Z, those born between the late 1990s and 2010, and various surveys have shown that they are more conscious of environmental issues than other generations.

 In November 2013, GREEN GROWERS launched a brand called “GREEN GROWERS Meal,” which specializes in meal foods. Handle used retort food.

 The first products released on November 25, 2013 are “Vegetable Curry” (398 yen excluding tax) and “Bolognese” (298 yen excluding tax). Both use flavored vegetables such as onions, carrots, and garlic to add flavor and texture.

 As the second product, “Keema Curry” (398 yen) will be released on February 29, 2024. Tomato paste is added to the flavored vegetables to create a mellow taste that combines the sourness and sweetness of the vegetables.

 Both products are grown using “agroforestry,” which involves planting a variety of fruit and timber seedlings and crops in wasteland in the Amazon to achieve sustainable production that is not possible with monoculture. The amount of CO₂ reduction per product is stated numerically.

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