Starzen Launches New Domestic Pork Brand 'Genki no Baton' to Connect Health and Vitality

As pork is a staple in daily diets, we want it to be a safe, reliable choice that contributes to vitality. With this in mind, we have redefined our domestic brand 'Kodawari Pork' from a consumer perspective and launched a new brand called 'Genki no Baton.' While maintaining the quality and taste that customers have enjoyed for years, we will continue to pass the 'baton of vitality' to dining tables, supporting healthy daily lives through every meal.

■ What is the new brand 'Genki no Baton'?
In recent years, with the rise in health consciousness, more people are prioritizing vitality and wellness in their daily meals. To meet these needs, we offer our long-cultivated domestic brand, 'Kodawari Pork.' This pork is raised on feed containing garlic-derived ingredients, resulting in approximately twice the Vitamin B1 content of standard pork (compared by thigh meat), which is known to aid in fatigue recovery and carbohydrate metabolism. Beyond its natural deliciousness, it allows consumers to be mindful of their health in their daily diet. However, we faced the challenge that its unique value was not being fully communicated, making it difficult for customers to recognize why they should choose it. Therefore, we reorganized the value of 'Kodawari Pork' and set a concept that intuitively conveys 'vitality' and 'health,' while also revising the design and naming. This is how 'Genki no Baton' was born. By connecting daily feelings like 'I'm a bit tired today' or 'I want to stay energetic' with the product's features, we aim to be a brand that consumers can choose without hesitation.

■ The Vision Behind 'Genki no Baton'
'Genki no Baton' embodies our desire to pass on 'health' and 'happiness' like a baton, from the producers who raise the pigs with care, through the Starzen Group's processing and sales, to the consumers via retail and dining outlets. From those who raise the pigs, to those who make the products, those who create the store displays, and those who eat the food—as these thoughts are passed on without interruption, every meal leads to the next burst of energy. Based on this philosophy, 'Genki no Baton' carries the concept: 'Connecting vitality to the heart and body!' We aim not only for physical fatigue recovery but also for emotional fulfillment through food. We want to be a presence that connects vitality to tomorrow through delicious, satisfying meals. We hope to gently accompany you in your daily life and be a source of strength to move forward.

■ Making it Easy to Understand at the Store
At retail locations, we are using friendly character displays and visual expressions that highlight the product's features at a glance so that the vision of 'Genki no Baton' is clearly communicated. We aim for a clear presentation that resonates with shoppers when they think, 'I'm a bit tired today' or 'I want to prepare a meal that gives my family energy,' making them want to pick it up.

【Starzen Co., Ltd.】
Since its founding in 1948, Starzen Co., Ltd. has been a total supplier in the meat industry, delivering safe, secure, and high-quality meat and processed food products to customers both domestically and internationally. Under our management philosophy of 'continuing to connect people around the world with food by creating moving food experiences,' the Starzen Group aims to deliver excitement and make the world more energetic and smiling through the various powers of food.