2024.06.17
Denim, Lacquerware, & Beauty Ingredients! Why Meiji Co., Ltd. Is Focusing on the Potential of Cacao "Other than Food"
Meiji Co., Ltd. began selling "Meiji Milk Chocolate" in 1926.
The company has released countless chocolate products to date, but currently, under the slogan "Hirake, cacao," they are also focusing on utilizing cacao "other than food." Their lineup includes items such as denim, lacquerware, coasters, and towels. In January of this year, they also announced that they had successfully converted cacao ceramide into a material for the first time in the world.
This time, we spoke with Takeshi Hareyama and Yukari Honma from the Global Cacao Business Division's Cacao Marketing Department about the potential hidden in cacao.
PROFILE
Takeshi Hareyama
Meiji Co., Ltd. Global Cacao Business Division Cacao Marketing Department CXS G
PROFILE
Yukari Honma
Meiji Co., Ltd. Global Cacao Business Division Cacao Marketing Department CXS G
Enhancing the Appeal of Cacao
Could you tell us about the background behind the idea of utilizing cacao beyond food?
HareyamaWe've been making and selling chocolate for nearly 100 years. In visiting cacao-producing regions, our employees have seen the lives of the cacao farmers firsthand and wanted to support them, leading to the launch of "Meiji Cocoa Support" in 2006.
However, to tackle social issues like child labor and deforestation, we felt more advanced initiatives were needed. So, in 2022, under the slogan "Hirake, cacao," we started working on creating new value for cacao.
If we can unlock new possibilities for cacao beyond chocolate, we believe we can enhance the value of cacao and give back to the cacao-producing regions without adding to the farmers' burdens.
When was the concept of "CACAO STYLE," one of your initiatives, conceived?
HareyamaIt began around 2021, with the official brand launch in June 2023.
From our experience in chocolate manufacturing, we were looking for ways to utilize the cacao husks (the outer shells of cacao beans) that are produced daily. While they were being used as livestock feed, fertilizer, and fuel, we wanted to take it a step further and add value.
However, since cacao husks are a byproduct of chocolate making, providing them as raw materials to other companies posed certain challenges in terms of internal processes and quality.
Nevertheless, with the cooperation of partners who resonated with our "Hirake, cacao" philosophy, we were able to launch the CACAO STYLE brand.
Could you tell us the concept of "CACAO STYLE"?
HareyamaUnder the concept of "a lifestyle brand that creates new value from cacao," we are developing products using cacao husks, which had not been effectively utilized until now.
When people hear that cacao husks have been turned into denim or lacquerware, they often get intrigued. We want to create a brand that cherishes the surprise, enjoyment, and excitement that come from such transformations.
What products are gaining attention?
HareyamaWearables like denim are drawing a lot of attention, although they have not yet been commercialized. One of our products available for purchase is a coaster made entirely from 100% food ingredients, which not only carries the scent of cacao but also boasts strength equivalent to or greater than concrete. Many are surprised when they hold it in their hands.
Additionally, lacquerware has caught the interest of international customers. We upcycled wood shavings generated during lathe work along with cacao husks to create these products.
Additionally, lacquerware has caught the interest of international customers. We upcycled wood shavings generated during lathe work along with cacao husks to create these products.
Are there any benefits to using cacao husks?
HareyamaThe fact that cacao is the raw material for chocolate is a strength. Many people love chocolate, so when we tell them these products are made from the same raw material, they often become interested.
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