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Home » Green onion cultivation consultation service “Negi Staff” Expanded to 2,000 locations nationwide Innovative approach that expanded nationwide from Fukaya City, Saitama Prefecture

Green onion cultivation consultation service “Negi Staff” Expanded to 2,000 locations nationwide Innovative approach that expanded nationwide from Fukaya City, Saitama Prefecture

Green onion cultivation consultation service “Negi Staff” Expanded to 2,000 locations nationwide Innovative approach that expanded nationwide from Fukaya City, Saitama Prefecture
*Mr. Marketing Co., Ltd.*
Press release: July 8, 2024
**
Green onion cultivation consultation service “Negi Staff” Expanded to 2,000 locations nationwide Innovative approach that expanded nationwide from Fukaya City, Saitama Prefecture
*Negi Staff, a green onion cultivation consultation service based in Fukaya City, Saitama Prefecture, has expanded to 47 prefectures and has reached 2,000 locations. This service is supported by farmers and aims to realize “profitable agriculture” to solve Japan’s agricultural problems. *
* ■Background of the birth of “Negi Staff” * Koike Katsujiro Shoten (Location: Fukaya City, Saitama Prefecture) is a subsidiary of Mr. Marketing Co., Ltd. (Minato-ku, Tokyo/Representative Director) With the support of Masaru Muramatsu), we developed Negi Staff, a service for green onion farmers. “Negi Staff” is a service that supports farmers’ management by providing green onion cultivation techniques and increasing the yield of green onions.

* ■ Background to the success of Staff Negi *
Katsujiro Koike Shoten has leveraged over 70 years of experience in growing green onions in Fukaya to systematize its know-how in growing green onions into “Six Major Strategies.” Before starting Negi Staff, the business depended on selling goods, mainly fertilizer. The business situation was very difficult due to local price competition. However, based on this know-how, we supported the management of green onion farmers and sought to transform them into “profitable agriculture.” As a result, the service expanded from Fukaya City to nationwide.

* ■“Negi Staff” that matches market needs *
Green onion farmers who have introduced the system have recorded double the industry average sales from the first year, and there are many cases where sales have increased 1.5 times. As a result, the service has expanded nationwide, reaching all 47 prefectures. Additionally, by incorporating online consultations, we have expanded nationwide and continued to expand even during the coronavirus pandemic. The YouTube video has also been viewed 140,000 times, which is rare for an agricultural-related video, and is attracting attention from the younger generation.

* ■Staff Negi as a “Category Killer” *
“Negi Staff” has been evaluated in the market as a “category killer,” a strong, differentiated product, service, and business that overwhelms its competitors. Mr. Marketing Co., Ltd. defines this “category killer,” and Koike Katsujiro Shoten’s Negi Staff is a representative example. “Negi Staff” has become a standout among agricultural support services due to its uniqueness and effectiveness.

* ■* * Converting to selling things *
By launching the Negi Staff service, Koike Katsujiro Shoten has shifted from selling products to selling services such as advice on green onion cultivation and management support. Through this shift, we have broken away from price competition and established a new business model that supports farmers’ management.

* ■Evaluations from green onion farmers across the country * Due to the success of “Negi Staff”, green onion farmers and JA from all over the country have started visiting Koike Katsujiro Shoten, and the company in Fukaya City is becoming a mecca for green onion cultivation. In addition, we have received a lecture request from JA (Hakodate) in Hokkaido, and seminars on the Negi Staff, which originated in Fukaya, are being held in the region.

* ■Management revitalization and growth *
With the launch of Negi Staff, Koike Katsujiro Shoten’s sales increased by 30% and profits tripled. We have also started doing business with major distribution companies, and the average spend per customer has increased significantly. As a result, we achieved record high performance and achieved a business transformation to a highly profitable structure. As the company’s equity capital increased and we were able to transform into a highly profitable structure, we were able to receive a loan from Tokyo Small and Medium Enterprise Investment & Consultation Co., Ltd., which is said to have the strictest loan screening process in the world. Another major achievement was that we were able to break away from price competition by disseminating Negi Staff nationwide.

* ■Company profile/contact information*
*Katsujiro Koike Shoten Co., Ltd.* Representative: Hiroshi Koike, President and CEO
Address: 91-2 Suganuma, Fukaya City, Saitama Prefecture TEL: 048-583-2017 / FAX: 048-583-6080
E-mail: info@k-koikeya.jp
* HP: “Negi Staff” homepage https://* * www.negisanbou.com/*

* ■Reference: “Interview article” provided by Mr. Marketing Co., Ltd. * * https://www.mr-m.co.jp/case-study/negisanbo-2*

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