Terrafoods, known for "Yakijaga," Enters its Second Founding Period; Former Discovery Japan President Sho Sugimoto Appointed as New Executive Officer President (COO)
Key facts
- Terrafoods, known for "Yakijaga," Enters its Second Founding Period; Former Discovery Japan President Sho Sugimoto Appointed as New Executive Officer President (COO)
- Terrafoods Co., Ltd., a snack food manufacturer, has announced the appointment of Sho Sugimoto, former President of Discovery Japan, as its new Executive Officer President (COO). Under this new leadership, the company aims to strengthen its traditional snack business while making a strategic entry into the growing health food market to enhance corporate value and achieve sustainable growth.
- Source: PR Times
- Date: April 3, 2026
Direct answer
Terrafoods Co., Ltd., a snack food manufacturer, has announced the appointment of Sho Sugimoto, former President of Discovery Japan, as its new Executive Officer President (COO). Under this new leadership, the company aims to strengthen its traditional snack business while making a strategic entry into the growing health food market to enhance corporate value and achieve sustainable growth.
- Citation
- Terrafoods, known for "Yakijaga," Enters its Second Founding Period; Former Discovery Japan President Sho Sugimoto Appointed as New Executive Officer President (COO) (April 3, 2026), PR Times
- Source
- PR Times
- Date
- April 3, 2026
Terrafoods Co., Ltd., a snack food manufacturer, has announced the appointment of Sho Sugimoto, former President of Discovery Japan, as its new Executive Officer President (COO). Under this new leadership, the company aims to strengthen its traditional snack business while making a strategic entry into the growing health food market to enhance corporate value and achieve sustainable growth.
📋 Article Processing Timeline
- 📰 Published: April 3, 2026 at 00:41
- 🔍 Collected: April 2, 2026 at 19:36
- 🤖 AI Analyzed: April 17, 2026 at 10:48 (351h 12m after Collected)
Terrafoods Co., Ltd. (Headquarters: Kunisaki City, Oita Prefecture) is pleased to announce that Sho Sugimoto has been appointed as Executive Officer President (COO) following a resolution by the Board of Directors. Until now, the company has primarily operated in the manufacturing and sales of snack foods, providing products cherished by many customers, relying on its strengths of reliable quality and a stable supply system. Under the new management structure, we aim to further enhance corporate value.
Business Policy of the New Structure
Moving forward, while maintaining our traditional snack food business as the core, we will actively challenge the health food market, which is expected to grow. Due to rising 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 highly health-beneficial products leveraging technologies cultivated in snack food manufacturing
● Strengthening the manufacturing system to ensure safety and quality
● Planning of new category products that meet the market needs for health consciousness
● Strengthening collaboration with existing business partners and developing new sales channels
Comment from Executive Officer President (COO) Sho Sugimoto
"I am Sho Sugimoto, newly appointed as Executive Officer President (COO). While cherishing the technology and quality of snack food manufacturing 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 proceed with product development that can contribute to the health and rich lives of more customers."
Future Outlook
Terrafoods Co., Ltd. will achieve sustainable corporate growth by maintaining a stable foundation in its snack food business while enhancing its competitiveness in the health food market.
Furthermore, as key initiatives under the new structure, we will promote the following:
● Maintaining and strengthening our traditional core B2B business while actively expanding the B2C business, which is a growth area.
● To expand the B2C business, we will make B.B. Shop Co., Ltd. a wholly-owned subsidiary and establish an integrated management system as the Terrafoods Group.
● Establish a system to meet more diverse customer needs by integrating product development and sales strategies across the entire group.
Through these efforts, we will aim for business growth in both B2B and B2C sectors and enhance the overall strength of the group.
Profile of Executive Officer President (COO) Sho Sugimoto
Biography
— Engaged in advertising, media, and sports entertainment businesses at Dentsu Inc.
— Served as General Manager of Sales and Representative Director and President at Discovery Japan Inc.
— Founded Cedarwoods LLC, engaging in marketing, PR, EC, entertainment, and international business support.
— Appointed Executive Officer President (COO) of Terrafoods Co., Ltd. in 2026.
Areas of Expertise
Strategic branding, business structure reform, establishment of international partnerships, media entertainment
Areas of Interest
Growth strategies for the health food market, business development utilizing sports and entertainment
[Inquiries regarding this matter]
Terrafoods Co., Ltd. Public Relations
Location: 1200-1 Itohara-Ichiba, Musashimachi, Kunisaki City, Oita Prefecture 873-0421
Tel 0978-64-8233
https://terrafoods.jp
Business Policy of the New Structure
Moving forward, while maintaining our traditional snack food business as the core, we will actively challenge the health food market, which is expected to grow. Due to rising 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 highly health-beneficial products leveraging technologies cultivated in snack food manufacturing
● Strengthening the manufacturing system to ensure safety and quality
● Planning of new category products that meet the market needs for health consciousness
● Strengthening collaboration with existing business partners and developing new sales channels
Comment from Executive Officer President (COO) Sho Sugimoto
"I am Sho Sugimoto, newly appointed as Executive Officer President (COO). While cherishing the technology and quality of snack food manufacturing 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 proceed with product development that can contribute to the health and rich lives of more customers."
Future Outlook
Terrafoods Co., Ltd. will achieve sustainable corporate growth by maintaining a stable foundation in its snack food business while enhancing its competitiveness in the health food market.
Furthermore, as key initiatives under the new structure, we will promote the following:
● Maintaining and strengthening our traditional core B2B business while actively expanding the B2C business, which is a growth area.
● To expand the B2C business, we will make B.B. Shop Co., Ltd. a wholly-owned subsidiary and establish an integrated management system as the Terrafoods Group.
● Establish a system to meet more diverse customer needs by integrating product development and sales strategies across the entire group.
Through these efforts, we will aim for business growth in both B2B and B2C sectors and enhance the overall strength of the group.
Profile of Executive Officer President (COO) Sho Sugimoto
Biography
— Engaged in advertising, media, and sports entertainment businesses at Dentsu Inc.
— Served as General Manager of Sales and Representative Director and President at Discovery Japan Inc.
— Founded Cedarwoods LLC, engaging in marketing, PR, EC, entertainment, and international business support.
— Appointed Executive Officer President (COO) of Terrafoods Co., Ltd. in 2026.
Areas of Expertise
Strategic branding, business structure reform, establishment of international partnerships, media entertainment
Areas of Interest
Growth strategies for the health food market, business development utilizing sports and entertainment
[Inquiries regarding this matter]
Terrafoods Co., Ltd. Public Relations
Location: 1200-1 Itohara-Ichiba, Musashimachi, Kunisaki City, Oita Prefecture 873-0421
Tel 0978-64-8233
https://terrafoods.jp
FAQ
Who has been appointed as the new Executive Officer President (COO) of Terrafoods Co., Ltd. and when was this announced?
Sho Sugimoto has been appointed as the new Executive Officer President (COO) of Terrafoods Co., Ltd., following a resolution by the Board of Directors, as announced in the company's official statement.
What is the headquarters location of Terrafoods Co., Ltd. and what is its flagship product mentioned in the article?
The headquarters of Terrafoods Co., Ltd. is located in Kunisaki City, Oita Prefecture, and the company is known for its flagship product 'Yakijaga' snack food.
What are the key business initiatives Terrafoods plans to strengthen under its new management structure?
Terrafoods plans to strengthen initiatives including health-beneficial product development, manufacturing safety, new health-conscious categories, and expanded sales channels and partnerships under its new management.
What previous position did Sho Sugimoto hold before joining Terrafoods as Executive Officer President (COO)?
Before joining Terrafoods as Executive Officer President (COO), Sho Sugimoto served as President of Discovery Japan.
What market segment is Terrafoods targeting for growth, and what factors are driving this strategic shift?
Terrafoods is targeting the health food market for growth, driven by rising health consciousness, lifestyle changes, and increasing demand for functional foods, natural foods, and nutritional supplements.