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Can Japanese food companies do better in global markets?

At the Japan Pack machinery and pack technology show in Tokyo, Joanne Hunter found the Japanese food packaging companies at a crossroads: develop overseas markets or be at the mercy of forces beyond their control.

Inspira bag maker is demonstrated using Shield Plus coated paper.
Inspira bag maker is demonstrated using Shield Plus coated paper.

Japan’s food packaging sector has plenty on its plate. First, it faces a national workforce shortage. Second, it’s confronted with demands from uncompromising retailers for a constant stream of new and innovative products. And on top of all that, it is expected to play a role in improving air quality in time for the 2020 Tokyo Games.

Japanese food supply chains are under strain from a national workforce shortage and a shrinking consumer base thanks to a declining population. Under such conditions, the packaging industry growth over the past 10 years has flat-lined monetarily due to cost pressure from strong domestic competition and prolonged economic deflation. Such concerns—added to social and political uncertainty, threat of natural disasters, and climate-change—have caused leading converters of packaging materials to fire up much-delayed international marketing activities as they struggle to establish overseas business.

Japan Pack, the nation’s biggest packaging show of 2017, displayed the industry’s technical strength and agility to keep up with retailer demand for new products that continuously refresh the shelves. It also has to adapt production, processes, and pack design to an aging population on course to shrink by 7.7 percent between 2015 and 2030, according to Euromonitor International. Stressed supply chains face other sources of risk and uncertainty, including extreme natural events, climate-change, and political pressures, Japan Food Packaging Association President Takasuke Ishitani told a 250-strong audience at his Japan Pack keynote speech.

Ishitani gave Packaging World an exclusive interview, bringing a basketful of oxygen- and humidity-sensitive foods such as miso, soy sauce, cooked rice, and mochi. Many of them use Japanese technology to prolong freshness and keep their original taste and color. These technologies include Ageless oxygen absorbing sachets from Mitsubishi Gas Chemical, oxygen-absorbing Oxydec film from Toyo Seikan, and barrier materials such as Kuraray’s Eval (EVOH) and Toppan’s transparent barrier film (GL). But the value of Japan’s 50 years in active packaging technologies is unappreciated beyond its borders, partly because Japanese food companies participating in global markets are relatively few. Ishitani is critical of the Japanese food industry’s overemphasis on home markets and now sees global marketing activities “just starting.”

As for the workforce shortage issue, it’s brought about a re-think of the operator’s role and the nature of human interaction with machinery. Automation, cobots/robotics, communicative smart technology, and user-friendly design are seen as creating safe and pleasant work places that attract new recruits.

Trends in printing
Among the flexible packaging converters at Japan Pack was Fuji Tokushu, which reports that 50 percent of orders call for runs less than 20 minutes long, and printing gravure requires a 60-minute setup. By contrast, digital printing is time-efficient for multiple variants and relatively low-cost for testing the market with new products.

Concern for worker health kick-started Japan’s water-based printing (WBP) some 20 years ago, and since then the environmental advantages have been recognized. Japan’s issue with air quality is less critical than that of China, but as host of the 2020 Olympic and Paralympic Games, Japan has committed to providing clean air for competing athletes to breathe and is encouraging “green” purchasing. “Eco-friendly” retail packs are identifiable by a special logo.

A front-runner in WBP, Fuji Tokushu showed an array of prime specimens produced on the “breakthrough” Fuji.M.O inkjet-gravure hybrid printing machine, winner of a Silver in the DuPont Awards for Packaging Innovation 2017. It was developed with Miyakoshi digital technology, Orient gravure expertise, and inks supplier Fujifilm, UK. Fuji Tokushu President Shin-Ichro Sugiyama takes prides in the fact that a major piece of capital investment is run by two young women with no prior printing experience, mentored by a veteran co-worker. The Fuji Tokushu President also notes approvingly that Chinese converters are coming to Japan to study water-based printing to reduce their VOC emissions. The combination of full-colour inkjet printing and water-based white gravure printing on transparent film is said to cut levels of organic solvent by 95 per cent. “We want to increase water-based printing in the world [and] are considering seriously joint ventures,” says Sugiyama, a significant move in a domestic industry that’s been slow to develop international marketing strategies.

Emphasis on automation
Ishida sees automation as an all-round solution for a challenged supply-chain. It minimizes the human factor in production, makes the factory floor a more attractive workplace, and gives producers flexibility to meet demands for quality, packaging formation, and flavor variety. Convenience-store buyers depend on manufacturers to develop something new for customers with high expectations. “Year by year it is getting more difficult,” says Hitoshi Fujieda, manager of the Asia department at Ishida. He said demands in the Japanese market differ due to social preferences and expectations. For the Japanese “taste is critical and needs to be excited, with change not only in the mouth but also in the eye,” and the flexibility that this requires comes from automation. Cultural aesthetics makes pursuit of perfection more important than higher rates of output. So intermittent motion is king in Japan as opposed to continuous motion.

A humid climate calls for high-barrier films and other protective systems applied to sensitive foods, continues Fujieda. “The USA and Europe,” Fujieda notes, “can go for thinner films, which make higher speeds achievable.” Attention has turned to technologies that prolong shelf-life and reduce the very high levels of food-waste occurring in retail and homes. It has prompted regulators to extend the food-marketing window to save good-to-eat products from premature disposal.

Ishida introduced the “easy-open” Inspira bagmaker with “smart” technology that enables it to “talk to” an Ishida weigher and potentially with a third-party machine. Key to the new design is its user-friendly film roll changeover at the rear, with the roll easier to put on thanks to an LED light strip plus a marker with which to line it up. It is also simpler to remove by way of doors at the front that swing open. Overall, this achieves less machine downtime and avoids operator injury, claims Ishida. In a snack application, to minimize risk of film jamming at the sealing stage, the sealing unit moves down and back up, meanwhile making the sealing bar wider, a process known as “browsing.

Early results of a project involving Inspira and Nippon Paper, which aims to cut the use of plastics in the snacks category, were shown for the first time. A paper-based material known as Shield Plus is coated with a heat-sealable polyethylene film that can be switched for biodegradable PLA (polylactide) to increase the environmental benefit.

Ishida is co-developing smartglasses for easier machine operation, troubleshooting, and achieving optimal efficiency and productivity. The Windows-based system offers multilingual display, continuous monitoring of production, and production history. Collected information is sent to a central support that gives instructions for improving machine performance. Ishida sales team members Yoichiro Abe and Ami Tsukamoto encouraged potential customers to try out the glasses and feed back their comments.

Sydney, Australia-based TNA Solutions specializes in food processing and packaging, and after four years of participation in the Japanese market has set up an office in Tokyo with dedicated staff to support that market locally. Japanese national Shuntaro Yamasaki has taken the reins as TNA General Manager for Japan, adapting business protocols to fit the culture and its expectations, notably by tightening lead times. His counterpart for the Asia region Paul Webster said, “between four and six weeks won’t do.” Customers in Japan need exact dates for delivery, Webster added, and “what you commit to, you have to deliver.”

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