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15/04/2009 00:47:32
Japan-Selling beef like Tupperware door to door.
Source: Siobhan Hayes.
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JAPAN-RETAILING MEAT.
A JAPANESE trading company is using a similar model to the selling of Tupperware to deliver Australian beef door-to-door to consumers.
While it may sound like a strange concept, the Sugarlady Company has built up a customer base of 300,000 families who order their meat and other food requirements from an annual catalogue.
The Sugarlady name comes from the original founder of the company, Mr Sato, whose name means sugar in Japanese. He employed housewives to sell his produce door to door and they were referred to as the ’Sugarladies’.
More than 800 products are sold through the company’s catalogues, including dried and fresh fruit, cakes, ready-to-cook meals, spices and seasonings.
Part of the role of the Sugarladies is to not only take orders from customers and deliver the produce, but also to hold tasting parties to attract new customers to the company. The 15,000 Sugarladies now employed by the company must learn how to cook or prepare each product so they can pass that knowledge on to clients.
Fresh meat makes up approximately 33pc of the total sales volume of the company with beef comprising about one third of that.
An annual catalogue is sent out to customers and any new products that the company is looking to introduce are featured in monthly catalogues. Customers take out a yearly contract for beef, and can select from a variety of combinations of cuts.
Sugarlady Food Department’s Takashi Tobari said the system allowed the company to procure a consistent supply of beef from its suppliers.
"We sell in sets so that all cuts can be utilised (except for brisket). This way we can guarantee that we will require a certain amount of beef each year, which helps both us and our suppliers," he said.
Sugarlady imports all its beef requirements, with half coming from Australia and half from New Zealand in order to manage risk.
He said Sugarlady’s specifications for beef are very strict, the company prefers a longfed product and does not purchase beef that has been given antibiotics or that has been raised on genetically modified feed.
A JAPANESE trading company is using a similar model to the selling of Tupperware to deliver Australian beef door-to-door to consumers.
While it may sound like a strange concept, the Sugarlady Company has built up a customer base of 300,000 families who order their meat and other food requirements from an annual catalogue.
The Sugarlady name comes from the original founder of the company, Mr Sato, whose name means sugar in Japanese. He employed housewives to sell his produce door to door and they were referred to as the ’Sugarladies’.
More than 800 products are sold through the company’s catalogues, including dried and fresh fruit, cakes, ready-to-cook meals, spices and seasonings.
Part of the role of the Sugarladies is to not only take orders from customers and deliver the produce, but also to hold tasting parties to attract new customers to the company. The 15,000 Sugarladies now employed by the company must learn how to cook or prepare each product so they can pass that knowledge on to clients.
Fresh meat makes up approximately 33pc of the total sales volume of the company with beef comprising about one third of that.
An annual catalogue is sent out to customers and any new products that the company is looking to introduce are featured in monthly catalogues. Customers take out a yearly contract for beef, and can select from a variety of combinations of cuts.
Sugarlady Food Department’s Takashi Tobari said the system allowed the company to procure a consistent supply of beef from its suppliers.
"We sell in sets so that all cuts can be utilised (except for brisket). This way we can guarantee that we will require a certain amount of beef each year, which helps both us and our suppliers," he said.
Sugarlady imports all its beef requirements, with half coming from Australia and half from New Zealand in order to manage risk.
He said Sugarlady’s specifications for beef are very strict, the company prefers a longfed product and does not purchase beef that has been given antibiotics or that has been raised on genetically modified feed.
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