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New Ajinomoto head aims to expand sales in emerging economies
With his sunburned face and a broad smile displaying dazzling white teeth, Takaaki Nishii, 55, certainly cuts an impressive figure
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ith his sunburned face and a broad smile displaying dazzling white teeth, Takaaki Nishii, 55, certainly cuts an impressive figure. Nishii, who was called back from a subsidiary in Brazil this spring, was appointed president of Ajinomoto Co., the youngest person to take the post at the company.
Simpatico, a word meaning familiarity, is something he cultivated in Brazil and is 'one of the important traits of a leader,' he said with a smile.
Nishii used to make those around him nervous thanks to a famous temper, but there is no trace of that now.
In 2009, Nishii, who was an executive in charge of frozen food sales for households, raised the shipment price for gyoza dumplings, a staple item of the brand, by more than 10 per cent.
As consumers felt it was a matter of course to purchase frozen foods at low prices, it was difficult for the company to make a profit before the price hike.
Nishii took a risk in raising the price. 'If we can satisfy our customers with our products, sales will surely increase,' he said.
If the company falls into sluggish sales, its wholesalers and retailers also suffer, and the company received strong opposition to the price increase from them.
But Nishii focused solely on increasing quality and finally succeeded in making the gyoza skin more glutinous and the meat filling juicier.
The frozen gyoza sold like hotcakes, and profits more than doubled.
He kept eating food samples, which resulted in his gaining 15 kilograms over five years. But he could strengthen his belief that 'it is customers who decide the value of the products.'
He has a strong desire to spread the Ajinomoto brand throughout the world and is trying to expand sales in emerging economies, including in Southeast Asia.
After being appointed president, Nishii wore a micanga, a Brazilian good-luck ribbon, around his ankle.
It is said that when the ribbon naturally falls off, the wish of the person who wore it comes true.
'We'll try to get our operating profits into the top 10 of the world's [non-beverage] food corporations,' he said.
So begin the days of Nishii checking the micanga around his ankle.(+++)
