Long-Established Meat Shop Recovers from 90% Sales Drop During COVID-19 to Reach 700 Million Yen, Now Seeking Sales Partners for Nationwide Expansion with Brand Pork "Junpaku no Bianca"
Yamacho Ham, part of the Sato Shokuniku Group, recovered from a 90% sales drop during the COVID-19 pandemic to project 700 million yen in sales. With "Namara Ham," made from "Junpaku no Bianca" branded pork, they are now seeking sales partners to accelerate nationwide expansion.
📋 Article Processing Timeline
- 📰 Published: May 4, 2026 at 18:00
- 🔍 Collected: May 4, 2026 at 09:31
- 🤖 AI Analyzed: May 4, 2026 at 09:33 (1 min after Collected)
Yamacho Ham Co., Ltd. (Headquarters: Kamo City, Niigata Prefecture), a group company of Sato Shokuniku Co., Ltd. (Headquarters: Agano City, Niigata Prefecture; Representative Director: Hirokuni Sato), announced that its sales for fiscal year 2025 are expected to reach approximately 700 million yen, about seven times the amount at the time of its group integration. Aiming for further growth, the company has released the birth story of its flagship product, "Namara Ham," and is widely recruiting sales partners to accelerate its nationwide expansion.
■ Desire to Protect Father's Training Place
The place where Sato Shokuniku's predecessor (the current representative's father) aspired to enter the meat industry and underwent training was "Yamacho Ham," a long-established company in Kamo City. Since its founding in 1947, the company has maintained a simple manufacturing process using high-quality domestic pork with minimal additives. It laid the foundation for the knowledge, technology, and earnest approach to meat that supports the current Sato Shokuniku.
In 2019, upon hearing that the company, which they were indebted to, was facing a management crisis, Sato Shokuniku decided to bring it into the group with the sole desire to "not let this technology die out." However, immediately after that, the onslaught of the new coronavirus struck.
■ Escaping a Business Model That Waited for Misfortune
When the revenue structure was analyzed, it was found that due to the local community-based business style, 90% of sales depended on wedding and funeral gifts. As demand for weddings and funerals disappeared, sales drastically decreased.
"Although it's an important job that meets local demand, we couldn't proactively manage the business wholeheartedly with a model that waited for people's misfortunes." With this thought, they embarked on a drastic business model transformation. By combining Sato Shokuniku's "supply network to mass retailers" and "e-commerce site know-how" with Yamacho Ham's technology, they rapidly expanded their business into retail operations such as supermarkets and online mail order.
■ The Main Ingredient of the Flagship Product is Now the Highly Noted "Junpaku no Bianca"
The key to the transformation was product development utilizing the branded pork "Junpaku no Bianca." "Namara Ham," the flagship product, was born by pouring Yamacho Ham's traditionally preserved artisan skills into this premium ingredient.
It comes in a special decorative box, perfect for gifts, weighing 280g per piece, with a set of three costing 3,024 yen (tax included).
☑︎ The Supreme Delicacy "Namara Ham"
The product name "Namara" means "amazing" or "very" in Niigata dialect. As the name suggests, it is committed to all aspects of ingredients, manufacturing process, and taste. The ingredients are made from fresh meat, never frozen meat. This prevents umami components (drip) from escaping during thawing, sealing in every drop of the juiciness of "Junpaku no Bianca."
The meat is cut by hand by artisans. The size is carefully chosen so you can enjoy the tenderness of the ingredients. It is delivered in a safe and secure state under a thorough hygiene and quality control system using state-of-the-art equipment.
Sato Shokuniku recommends eating it by slicing it thickly, sprinkling a little sake, and heating it in a microwave for 1 minute. The sweet fat melts out, allowing you to directly savor the flavor of the meat.
☑︎ What is the branded pork "Junpaku no Bianca" used as an ingredient?
It is raised on nutrient-rich whey, a byproduct of Niigata's famous "Yasuda Yogurt." It is characterized by its translucent white fat and subtle sweetness. It was introduced as Niigata's representative "phantom pork" on Fuji TV's special program "BEEF or FISH? -Shuzo Matsuoka's Ultimate 2-Choice Gourmet SHOW-" broadcast on May 3 (Sun).
〇 Program Details: "BEEF or FISH? -Shuzo Matsuoka's Ultimate 2-Choice Gourmet SHOW-"
https://www.fujitv.co.jp/fujitv/news/20260441.html
〇 Also read: Surpassing 100 million yen in annual sales. What is the reason why the brand pig born for those who dislike pork is supported in the wedding market?
https://prtimes.jp/main/html/rd/p/000000004.000178363.html
■ Recruiting Partners to Deliver This Deliciousness from Niigata to the Whole Country
With "Namara Ham" as the main product, they established new sales channels like mass retailers and e-commerce sites, moving away from the traditional local community-based business system. Sales achieved a V-shaped recovery, reaching approximately 700 million yen from about 95 million yen at the time of group integration.
To pass on the long-established local technology to the next generation, we want to proudly deliver Niigata's "boasted deliciousness" from Niigata to the whole country and the world. Seizing the opportunity of national recognition through TV broadcasting, we are recruiting wholesale and sales partner companies who share our commitment to further expand our sales channels.
[Comment from Hirokuni Sato, Representative Director of Sato Shokuniku]
The revitalization of Yamacho Ham is not just the success of a single company, but a new model case for "regional revitalization" where local traditional techniques and branded ingredients are integrated. We will continue to protect the precious technology that built the foundation of Sato Shokuniku and deliver Niigata's proud "authentic deliciousness" to dining tables nationwide.
■ Desire to Protect Father's Training Place
The place where Sato Shokuniku's predecessor (the current representative's father) aspired to enter the meat industry and underwent training was "Yamacho Ham," a long-established company in Kamo City. Since its founding in 1947, the company has maintained a simple manufacturing process using high-quality domestic pork with minimal additives. It laid the foundation for the knowledge, technology, and earnest approach to meat that supports the current Sato Shokuniku.
In 2019, upon hearing that the company, which they were indebted to, was facing a management crisis, Sato Shokuniku decided to bring it into the group with the sole desire to "not let this technology die out." However, immediately after that, the onslaught of the new coronavirus struck.
■ Escaping a Business Model That Waited for Misfortune
When the revenue structure was analyzed, it was found that due to the local community-based business style, 90% of sales depended on wedding and funeral gifts. As demand for weddings and funerals disappeared, sales drastically decreased.
"Although it's an important job that meets local demand, we couldn't proactively manage the business wholeheartedly with a model that waited for people's misfortunes." With this thought, they embarked on a drastic business model transformation. By combining Sato Shokuniku's "supply network to mass retailers" and "e-commerce site know-how" with Yamacho Ham's technology, they rapidly expanded their business into retail operations such as supermarkets and online mail order.
■ The Main Ingredient of the Flagship Product is Now the Highly Noted "Junpaku no Bianca"
The key to the transformation was product development utilizing the branded pork "Junpaku no Bianca." "Namara Ham," the flagship product, was born by pouring Yamacho Ham's traditionally preserved artisan skills into this premium ingredient.
It comes in a special decorative box, perfect for gifts, weighing 280g per piece, with a set of three costing 3,024 yen (tax included).
☑︎ The Supreme Delicacy "Namara Ham"
The product name "Namara" means "amazing" or "very" in Niigata dialect. As the name suggests, it is committed to all aspects of ingredients, manufacturing process, and taste. The ingredients are made from fresh meat, never frozen meat. This prevents umami components (drip) from escaping during thawing, sealing in every drop of the juiciness of "Junpaku no Bianca."
The meat is cut by hand by artisans. The size is carefully chosen so you can enjoy the tenderness of the ingredients. It is delivered in a safe and secure state under a thorough hygiene and quality control system using state-of-the-art equipment.
Sato Shokuniku recommends eating it by slicing it thickly, sprinkling a little sake, and heating it in a microwave for 1 minute. The sweet fat melts out, allowing you to directly savor the flavor of the meat.
☑︎ What is the branded pork "Junpaku no Bianca" used as an ingredient?
It is raised on nutrient-rich whey, a byproduct of Niigata's famous "Yasuda Yogurt." It is characterized by its translucent white fat and subtle sweetness. It was introduced as Niigata's representative "phantom pork" on Fuji TV's special program "BEEF or FISH? -Shuzo Matsuoka's Ultimate 2-Choice Gourmet SHOW-" broadcast on May 3 (Sun).
〇 Program Details: "BEEF or FISH? -Shuzo Matsuoka's Ultimate 2-Choice Gourmet SHOW-"
https://www.fujitv.co.jp/fujitv/news/20260441.html
〇 Also read: Surpassing 100 million yen in annual sales. What is the reason why the brand pig born for those who dislike pork is supported in the wedding market?
https://prtimes.jp/main/html/rd/p/000000004.000178363.html
■ Recruiting Partners to Deliver This Deliciousness from Niigata to the Whole Country
With "Namara Ham" as the main product, they established new sales channels like mass retailers and e-commerce sites, moving away from the traditional local community-based business system. Sales achieved a V-shaped recovery, reaching approximately 700 million yen from about 95 million yen at the time of group integration.
To pass on the long-established local technology to the next generation, we want to proudly deliver Niigata's "boasted deliciousness" from Niigata to the whole country and the world. Seizing the opportunity of national recognition through TV broadcasting, we are recruiting wholesale and sales partner companies who share our commitment to further expand our sales channels.
[Comment from Hirokuni Sato, Representative Director of Sato Shokuniku]
The revitalization of Yamacho Ham is not just the success of a single company, but a new model case for "regional revitalization" where local traditional techniques and branded ingredients are integrated. We will continue to protect the precious technology that built the foundation of Sato Shokuniku and deliver Niigata's proud "authentic deliciousness" to dining tables nationwide.