#Japan #Tokyo #Starzen #Genki no Baton #Kodawari Pork

Starzen Unveils 'Genki no Baton'

Starzen has launched a new domestic pork brand called 'Genki no Baton', aiming to connect consumers to enhanced well-being through their daily meals. Understanding the importance of pork in daily diets, Starzen is committed to providing safe, secure, and nutritious options that contribute positively to health. This new brand redefines the concept of 'Kodawari Pork', ensuring that consumers can choose products with confidence, directly linking their meals to better health.

What is 'Genki no Baton'?

In recent years, there has been a growing awareness towards health and the importance of nutrition. Many individuals want to enhance their vitality and health through their meals. To address this demand, Starzen has utilized its long-established expertise in domestic pork known as 'Kodawari Pork'. This high-quality pork is raised on feed containing garlic-derived ingredients, which are believed to assist in fatigue recovery and promote metabolism with significantly higher levels of Vitamin B1 compared to regular pork. This unique offering not only emphasizes the delicious taste of pork but also serves as a conscious dietary option that elevates health and energy.

However, a challenge remained in clearly communicating these attributes to consumers, as many were unaware of what sets 'Kodawari Pork' apart. To overcome this, Starzen re-evaluated and organized the brand's value, establishing a concept that intuitively conveys 'energy' and 'health'. This involved a fresh approach to design and branding, leading to the debut of 'Genki no Baton'. The name and store display were crafted to connect with everyday emotions like fatigue and the desire for a more vibrant life, enabling simpler decisions for consumers at their dining tables.

The Vision Behind 'Genki no Baton'

The philosophy behind 'Genki no Baton' is to connect health and happiness much like a relay baton, delivered through delicately grown pork by dedicated producers processed and marketed by the Starzen Group. Each link in this process—from the farmers raising the pigs, to those crafting the products, to the store staff creating enticing displays, and finally to the consumers enjoying the meals—contributes to an unbroken chain of care and passion. The concept 'Connecting Mind and Body to Bring Energy!' reflects our aspiration to not only alleviate physical fatigue but also to nourish the spirit through delightful dining experiences.

Every meal should be a step towards greater energy for tomorrow. We hope that 'Genki no Baton' can offer quiet companionship in daily life, empowering individuals to move forward with vitality.

Engaging the Consumer Experience

To ensure that the essence of 'Genki no Baton' is communicated effectively at retail locations, friendly characters and engaging visual displays have been integrated into the packaging and promotions. This design strategy aims to resonate with consumers' feelings—whether they're feeling fatigued or hoping to provide healthy meals for their family. The aim is to create visually compelling expressions that prompt impulse buying and foster a strong connection between the consumer’s needs and the product.

Previous marketing materials featured simplicity, and by foregrounding the new friendly character 'Hapiton', the brand invites consumers to feel a sense of connection and familiarity.

About Starzen

Founded in 1948, Starzen has become a total supplier in the meat industry, delivering high-quality meat and processed foods to customers worldwide. Our mission is rooted in our corporate philosophy of 'Creating food experiences that continually connect people to the joy of food.' Through the power of food, we aim to inspire, uplift, and bring smiles to people everywhere.