Terrafoods, known for "Yakijaga," enters its second founding phase. Sho Sugimoto, former President of Discovery Japan, appointed as Executive Officer President (COO).
Terrafoods, which has manufactured and sold non-fried potato snacks using its unique patented method, aims for growth in the health food market with a new management structure.
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- 📰 Published: April 3, 2026 at 00:41
Terrafoods Co., Ltd. (Headquarters: Kunisaki City, Oita Prefecture) announced that Sho Sugimoto has been appointed as Executive Officer President (COO) following a resolution by the Board of Directors. Until now, our company has primarily focused on the manufacturing and sales of snack foods, providing products beloved by many customers, leveraging our strengths in reliable quality and stable supply. Under the new management structure, we aim to further enhance corporate value.
New Management Business Policy
Our company will continue to build upon its traditional snack food business while venturing into the health food market, which is expected to grow. With increasing health consciousness and changes in lifestyles, the demand for functional foods, natural foods, and nutritional supplements is expanding, representing a new growth opportunity for our company.
Key initiatives to be strengthened are as follows:
● Development of high health-value products utilizing technology cultivated in snack food manufacturing
● Strengthening of manufacturing systems that ensure safety and quality
● Planning of new category products that meet the market needs of health-conscious consumers
● Strengthening collaboration with existing business partners and developing new channels
Comment from Executive Officer President (COO) Sho Sugimoto
"I am Sho Sugimoto, and I have been appointed as Executive Officer President (COO). While valuing the snack food manufacturing technology and quality that Terrafoods has cultivated over many years, I aim to challenge the new growth area of health foods and achieve sustainable corporate development. Based in Kunisaki City, Oita Prefecture, we will continue to create products that contribute to the health and rich lives of many customers."
Future Outlook
Terrafoods Co., Ltd. will achieve sustainable corporate growth by maintaining a stable foundation in the snack food business and enhancing its competitiveness in the health food market.
Furthermore, as key measures under the new management structure, the following will be promoted:
● While maintaining and strengthening the traditional core B2B business, fully expanding the growth area of B2C business
● To expand the B2C business, making B.B. Shop Co., Ltd. a wholly owned subsidiary and establishing an integrated management system as the Terrafoods Group
● Establishing a system to meet diverse customer needs by integrating product development and sales strategies across the entire group
Through these initiatives, we will aim for business growth with both B2B and B2C as driving forces, enhancing the overall strength of the group.
Profile of Executive Officer President (COO) Sho Sugimoto
Biography
— Engaged in advertising, media, and sports entertainment business at Dentsu Inc.
— Served as Sales Director and Representative Director and President at Discovery Japan Inc.
— Founded Cedarwoods LLC, developing marketing, PR, e-commerce, entertainment, and international business support.
— Appointed Executive Officer President (COO) of Terrafoods Co., Ltd. in 2026.
Areas of Expertise
Strategic branding, business structure reform, international partnership building, media entertainment
Areas of Interest
Growth strategies for the health food market, business development leveraging sports and entertainment
[Inquiries regarding this matter]
Terrafoods Co., Ltd. Public Relations Department
Address: 1200-1 Itohara Market, Musashi-machi, Kunisaki City, Oita Prefecture 873-0421
Tel 0978-64-8233
FAQ
Who is Terrafoods' new COO?
Mr. Sho Sugimoto, former president of Discovery Japan, has been appointed as Executive Officer President (COO).
What business areas will Terrafoods focus on in the future?
While maintaining its traditional snack business, it aims to enter the health food market and significantly expand its B2C business.
Why is Terrafoods entering the health food market?
Due to increasing health consciousness and lifestyle changes, demand for functional foods is expanding, which is seen as a new growth opportunity.