Promotion strategy of 'Sake' brewery rice [Oryza sativa] grown in Hokkaido [Japan]
2006
Shirai, Y.(Hokkaido. Central Agricultural Experiment Station, Naganuma (Japan)) | Goto, E. | Tanaka, K. | Tanaka, H.
The economical relation between the rice production and the 'Sake' production is examined by input-output studies. We, people involved in agricultural section, easily persist in the idea that we can increase the production of 'Sake' brewery rice. But the production of 'Sake' brewery rice in Hokkaido would not be increased at all, if we were in such an idea. Now, we are required to contribute to local brewing maker's market share acquisition. The demand for product has influence on the amount of raw material. Therefore, farmers and brewing makers should construct the symbiosis relationship. The brewing makers in Hokkaido hope for the improvement of 'Ginpuu', which is 'Sake' brewery rice variety. We should improve the quality of 'Ginpuu'. The point of improvement has been clarified by the analysis of customer satisfaction. The result of our analysis indicates that the improvement of 'Ginpuu' should give priority to 'solubility of rice', 'rice protein content', 'coloring condition', 'stability of supply', and '1,000 grain weight of brown rice'. If we achieve the improvement of quality, the price of 'Ginpuu' may be raised. We will arrive at the table of price negotiation aiming at about 16,000 yen per 60 kg. This price, 16,000 yen per 60 kg, has been estimated by price sensitivity measurement to brewing makers. And this price is a little inexpensive than 'Sake' brewery rice grown in other prefectures.
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