The name of "Euglena"
Use it as a weapon.

実は、当社は2009年まで堂々と「ミドリムシ」という名前で商品を売ってこなかった。微細藻類ユーグレナ（和名：ミドリムシ）はワカメや昆布と同じ藻の一種だが、ミドリムシという語感から青虫やイモムシの仲間だと思われてイメージが悪くなることを恐れていたのだ。当社が商品販売を開始した2006年から、営業の担当取締役(当時)の福本たちは商品にユーグレナと名付けて販売し、ゼロから消費者のイメージをつくる戦略をとっていた。

Under such circumstances, Asayama, a member of this project, joined the company as a new graduate in April 2009. In May 2009, one month after Asayama joined the company, the National Museum of Emerging Science and Innovation, the National Museum of Emerging Science and Innovation, requested us to cooperate with the exhibition. We hold special exhibitions several times a year to focus on the changes brought about by cutting-edge science and technology and the new world. This time, we will hold a special exhibition on food, "Science Exhibition of'Delicious and Eat'". Therefore, he wants to take up Euglena in the "Future Food" section.

"is this…!"
At that time, we had only about 20 friends. Asayama, who saw the project request email shared throughout the company, quickly realized the goodness of the project because of his research background, and volunteered to become the person in charge.

Asayama at the time of joining the company in 2009

Asayama received a suggestion, "Would you like to make a souvenir?" While interacting with the National Museum of Emerging Science and Innovation. "Since the theme is future food, I want to make something that understands the taste and flavor of Euglena, which is the food of the future. The more souvenirs are for customers, the more interesting it is, how about it?" That's right.

"Is this something to be a story ... This is it!"
Asayama's inspiration was to sell cookies under the name "Euglena," which was previously taboo.

Asayama immediately proposed to Fukumoto, a director.
"Mr. Fukumoto, this is an absolute opportunity. The National Museum of Emerging Science and Innovation is one of the top science museums in Japan. It is not only interesting but also fun because it is run by people whose role is to convey science correctly. It should tell you how wonderful it is. Let's sell it under the name "Euglena cookie"! "

Fukumoto was reluctant to make a crazy proposal from his new graduates. That should be the case, if you accept this proposal, the strategy that has been trying to establish the product in the world under the name "Euglena" instead of "Euglena" will collapse. However, I never sold a product under the name "Euglena" and never confirmed whether it really sold.
"Okay. If you say so, why don't you give it a try? However, sell out 10,000 boxes that will be in stock within one year of the cookie expiration date."
Murahana, who was in charge of sales,
"I will cooperate, so let's do it."
Promised to sell 10,000 boxes.

In November 2009, the "Euglena cookie" was finally launched at the same time as the exhibition at the National Museum of Emerging Science and Innovation.
Then, the catchy name "Euglena cookie" attracted the attention of not only visitors but also the media, and was frequently featured on TV and newspapers. Immediately, "Euglena cookie" sold like 2,000 to 3,000 boxes a month, and Asayama and Murahana sold out 10,000 boxes without waiting for the deadline.

A state of selling Euglena cookies at the National Museum of Emerging Science and Innovation (photographed in November 2009)

メディアに取り上げられるたびに、少しずつ世の中にユーグレナは体にいいらしいというイメージが広がった。さらにその広がりが当社のその他商品の売り上げにも良い影響を与えた。そう、まさにこの『ミドリムシクッキー』が「ミドリムシ」という名前を世間に広めるきっかけをつくったのだ。

Even after the special exhibition "Science Exhibition of'Delicious and Eat'", Euglena Cookies are still on sale at the "Miraikan Shop" in the National Museum of Emerging Science and Innovation, and are still the most popular product in August 2017.

Posted in August 2017