A Healthy Business
Every week from its base in the Netherlands, Japanese health drink brand Yakult produces six million product units for the European market. Launched in Europe 15 years ago, Yakult pioneered ‘functional foods’ here; now there are many copycat products.
But Yakult Europe’s Managing Director, Hiroshi Suzuki, is quietly confident that his company’s probiotic drink remains unique. That’s because of its patented LcS bacillus, which has been shown to aid digestion and boost the immune system.
It’s also because of long experience. “The composition of our product is the result of more than 75 years of intensive scientific research,” says Suzuki. Today, 28 million bottles of Yakult are distributed globally on a daily basis.
Positive Image
The choice of the Amsterdam Metropolitan Area as Yakult’s European base was result of the sort of in-depth research in which the company excels. Like many other businesses, Yakult was impressed by the ability of most of the local population to speak English. The transport infrastructure, centred around the Port of Amsterdam and Amsterdam Airport Schiphol, won further points.
But Yakult was also swayed by the quality of the water supply, which is vital for its production. The presence of a thriving dairy industry and an impressive knowledge cluster also helped.
Finally, there was the long history of trade between the Netherlands and Japan. For 200 years, Dutch merchants were the only foreigners allowed to do business in the shogunate. “Thanks to our common history, many Japanese have a positive image of the Netherlands,” says Suzuki.
Culturally Committed
In Yakult’s case, that positive image is now being reflected by the company’s commitment to Dutch cultural life. For the company is the main sponsor of the acclaimed Nederlands Philarmonisch Orkest (Dutch Philharmonic Orchestra). Yakult’s support of the arts dovetails with its wider vision.
“The thing that sets our company apart is our mission to contribute to the health and happiness of society,” says Suzuki. He points out that the trust earned by such social involvement also helps in business. A good reputation, after all, is important to any food brand. It is, says Suzuki, “a further factor in our success.”
- Tell a friend
