#Japan #Tokyo #TONICHI #Best 101 #Shitake

TONICHI Group's Remarkable Venture into Shitake Farming

In a groundbreaking move, the TONICHI Group, known as one of the world's largest newspaper printing companies, recently made headlines by venturing into shitake farming. Their announcement, delivered through a press release, has not only stirred interest but also earned a coveted spot among the "Best 101" at the Press Release Awards 2025, an accolade recognizing exceptional PR initiatives.

History of Innovation

Founded in 1952 and headquartered in Koto, Tokyo, TONICHI has long been a pillar in the newspaper printing industry. As the industry's landscape shifts, especially with the digitalization of news consumption leading to dwindling print subscriptions, TONICHI is challenging the status quo. In February 2025, the company will commence operations in shitake cultivation, marking a significant expansion of its business model.

The Press Release that Captured Attention

The press release highlighted not just the launch of a new venture but also explored the unique rationale behind choosing shitake cultivation at a printing facility. The decision stemmed from an innovative assessment of the factory's capabilities, which includes sophisticated climate control and 24/7 operations, making it a perfect environment for mushroom growing. This narrative was carefully crafted to engage media outlets and the public alike, outlining various advantages of this unusual combination of industry.

Moreover, the release brought attention to several key points: the rarity of domestically-grown shitake mushrooms, their health benefits, and the potential contributions to the local community. This thoughtful angle addressed both newsworthiness and emotional resonance, effectively engaging a broad range of audiences.

Recognition and Resonance

The publicity surrounding this initiative has been remarkable, catching the attention of over 20 different media outlets, including TV, radio, newspapers, and magazines. Social media buzz has amplified the excitement, leading to outstanding participation in a promotional campaign, with over a thousand entries. The creative approach has encouraged inquiries from potential business partners and public interest in visiting the facility.

The shitake produced since February has been named "Ayano Shitake" through an internal company contest, aligning with their commitment to deliver safe, high-quality products under the concept of "Bringing Smiles and Health from the Land of Colors." Sales have begun not only through online platforms but also at high-end supermarkets like Kinokuniya and luxury hotels such as Hotel Chinzanso Tokyo.

Commitment to Community

As part of their commitment to local well-being, Ayano Shitake has recently made its way into school lunch programs in Kawaguchi City, achieving the initially set goal of providing students access to fresh, locally-grown mushrooms. This initiative not only enhances children's diets but also strengthens bonds with the community.

Judges' Praise

Comments from judges at the Press Release Awards have highlighted the significance of this venture. Yu Arai, editor-in-chief of "Koho Kaigi," praised the clarity in explaining the motivations behind entering a new market. Satoshi Yajima, from the PR consulting firm Hane, remarked on the catchy headline and the well-founded reasons for choosing this new path. Each judge noted how ALL elements, from imagery to interviews presented in newspaper-styled articles, effectively showcased the unique character of a printing facility involved in agriculture.

The Future of TONICHI

This blend of traditional printing with modern agricultural practices exemplifies TONICHI's innovative spirit and willingness to diversify in the face of industry challenges. The company's strategic pivot not only stands as an inspiration for other businesses facing similar adversities but also signifies a broader trend of industrial evolution.

With ongoing projects and a dedication to community health, TONICHI's foray into shitake farming could very well redefine the future of food production linked to traditional industries, proving that creativity can yield fruitful results even in challenging times.