黑料门's internal innovation program, meiji Business Development (mBD), focuses on launching businesses while developing human talent. From this initiative, we developed a new brand, centered on showcasing the appeal of freshly made dairy products. This article explores the journey of the project, brought to life by team members from different departments.
First new business launched from the mBD internal innovation program
mBD is an innovative program where employees, selected through an internal application process, lead the creation of new businesses. It unites diverse talent to generate ideas and develop business concepts, with the goal of turning them into real, operational ventures. The program's appeal lies in its openness—employees of all ages and departments can participate. Anyone can participate, regardless of age or department, and many employees eagerly raise their hand every year.
The Fresh Dairy Products project, the first venture from mBD to reach commercialization, was launched by a team of three: Fujimoto from sales and marketing, Komori from research and technology, and Kuwahata from human resources.
Starting with brainstorming sessions in 2021, the team generated over 100 ideas during the concept development phase. They narrowed these down, focusing on ideas that addressed customer and social issues while being feasible and sustainable as businesses. The concept was refined through input from both inside and outside the company, ultimately securing approval for commercialization after a presentation to the company's Chief Operating Officer (COO)—Food.
Over the next three years, the team worked hard and the new brand, Fresh Cheese Studio, officially launched in May 2024.
Brainstorming with the team
Making a presentation to the company COO
What is meiji Business Development (mBD)
Launched in 2021, mBD is a program designed to create problem-solving businesses through teams recruited internally. It leverages design thinking and business development methods to foster innovation. The program unites diverse talent to generate and refine ideas, with the goal of turning these concepts into fully operational ventures.
Introducing Fresh Dairy Products
The project aimed to introduce the allure of freshly made dairy products, starting with cheese, to a wide audience. To achieve this, we implemented an innovative business model that produces curd in Japan's dairy regions. This curd serves as a base for crafting fresh cheese at restaurants and company locations nationwide, ensuring a just-made taste is accessible across the country.
Our proprietary curd-making method results in a higher-quality product with a richer, more authentic dairy flavor compared to imported options. The curd can also be frozen for long-term storage, allowing users to use only what they need, when they need it.
Producing and selling fresh cheese usually requires significant equipment, like large vats, temperature control devices, and various cutting tools. However, with Fresh Cheese Studio's curd, even small-scale shops can make fresh cheese using just a microwave, reducing both equipment costs and labor.
Fresh Cheese Studio's curd
Making cheese
Bringing together the team's vision
The focus on fresh cheese began with Komori, the lead on product development, who was inspired by the taste of freshly made mozzarella during a trip to Italy.
"Italian cheeses are a bit more acidic. We went through several prototypes to create a curd that would produce fresh cheese with the creamy milkiness preferred by the Japanese."
Kuwahata, from human resources, explained his motivation for joining mBD, despite not coming from a food background. "As someone who works in manufacturing, I wanted to be involved in product development, production, and sales for once. Although each project has its own experts, I took on tasks that others couldn't get to. I'm proud to say that my passion for making this project a success is second to none."
The team also considered how to support dairy farmers. "When brainstorming from a social impact perspective, we discussed creating a business that would help farmers," Kuwahata added.
In 2024, Harada, who specializes in quality control and food safety, joined to help accelerate commercialization. "I was drawn to the idea of delivering freshly made cheese to customers and knew I could apply my expertise to the project," said Harada.
Igniting the desire to create and innovate
The project has transitioned from product development to the sales and marketing phase. Our team is actively visiting a variety of restaurants—Italian, French, and traditional Japanese—to engage in negotiations.
When presenting our product to prospective customers, the team discovered a more engaging approach than simply discussing it and handing out samples.
"We make the product on-site using the client's microwave! This way they can experience not only its taste but also the thrill of making fresh cheese themselves."
The simplicity of using a microwave in a restaurant kitchen to make fresh cheese opens-up countless possibilities for chefs and sparks creativity in food professionals.
"Chefs can freely adjust the shape, size, and softness of the cheese in their kitchens. Even during our business meetings, ideas for creative ways to serve it emerged," says Kuwahata.
Revitalizing regions and expanding globally through high product quality and delicious food pairings
In the summer of 2024, Fresh Cheese Studio held a limited-time promotional event at guesthouses and retail spaces in Karuizawa, a popular summer resort area in Nagano.
In the fall, we are starting full-scale business development in Tokyo, offering freshly made cheese directly to consumers. Future business development plans include final food processing done on premises before being served to customers.
Fujimoto shares his vision for the future: "By introducing freshly prepared dairy products, we want to create a sense of surprise and excitement, helping more people appreciate its appeal. Dairy products are mild and versatile. Japan's regions boast unique, high-quality ingredients and exceptional culinary skills. I believe Fresh Cheese Studio can help revitalize local communities by providing a platform for sharing and celebrating these ingredients."
The Fresh Cheese Studio brand is just beginning—there's much more to come.
