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▼[Unreleased Interview] Not Sticking to the Standards: Capturing Fans with a Contrarian Approach ~Yaosen President Takahisa Ichihara~▼
https://txbiz.tv-tokyo.co.jp/cambria/...

The retail industry is plagued by challenges, including rising fresh produce prices and logistics issues. Amid these challenges, the fruit and vegetable chain "Yaosen" generates annual sales of ¥8.2 billion from just 10 stores in Osaka, Kobe, and Aichi. Not only are they affordable—lettuce for ¥55 and premium fruits in the ¥1,000 range—their unique product selection and freshness have attracted customers, even restaurant professionals. Sales per tsubo (approx. 3.3 square meters) are ¥14 million, more than three times the supermarket average of ¥4 million. This difference is driven by Yaosen's unique "contrarian purchasing" approach. Their strategy is to visit the market every morning and purchase fresh produce cheaply by deliberately not focusing on "seasonal" or "standard" items. The average age of their employees is young, at 32, and some even sell 300 million yen a year just from vegetables. They also place a great deal of emphasis on customer service, with around 30 employees, including purchasing staff, working in the store. The company is led by President Takahisa Ichihara (42), who founded Yaosen after becoming fascinated with fresh produce supermarkets in his 20s. He is also working to reform the image of the industry, saying, "I want to make greengrocery a 'cool job' that young people will choose." We take a closer look at what greengrocers are like in the new era.

#Yaosen #Greengrocer #Supermarket #Retail #Vegetables #Fish #PriceRaise #CambrianPalace #TVTokyoBIZ