Pioneer of 'Boneless Fish' Iida Shoten Earns #1 Spot on Rakuten for Two Consecutive Years by Meeting Consumer Needs

Amid global fish shortages and rising prices, the question of what consumers truly want in fish products has become paramount. Iida Shoten Co., Ltd. (Choshi, Chiba; President: Yasutoshi Iida) addressed consumer needs by pioneering and standardizing 'boneless fish' over 25 years ago, a time when the product was not yet mainstream. As a result, Iida Shoten's 'Boneless Mackerel' has achieved the top overall position in Rakuten Ichiba's annual rankings for two consecutive years (2024 and 2025), an exceptional feat for a seafood product.

■ Before 'Boneless' Became Common
Over 25 years ago, deboned fish was primarily used in specialized applications like hospital meals and was rarely available for general household use. The deboning process was often avoided due to the high skill, labor, and cost involved. However, Iida Shoten received direct feedback from consumers: "Fish is easier to use without bones." After market research and trial sales generated a response far exceeding expectations, testimonials like "My child started eating fish" and "It's helpful not having to worry about bones" confirmed that the core consumer demand was for fish that was safe and easy to eat. The company found its manufacturing mission in this realization: to create the value consumers truly need, rather than focusing on mass distribution of low-cost items.

■ Challenging Industry Norms
At the time, the industry was dominated by the beliefs that 'fish naturally has bones' and 'removing bones compromises taste.' Production also faced challenges, including intensive manual labor and lower yields. Iida Shoten undertook a continuous cycle of trial and error, studying the different bone structures and flesh qualities of various fish species. The company's persistent effort to develop a process that removes bones completely without sacrificing the fish's natural texture and flavor was driven by a strong desire to 'make fish more accessible.' They believed that creating an environment where anyone—from busy households to children and the elderly—could enjoy fish with peace of mind was essential for the future of fish consumption culture.

■ Value Proven by the Market
Driven by the rise of dual-income households and demand for time-saving meals, the boneless fish market has continued to grow significantly. Since launching its e-commerce business in earnest, Iida Shoten has maintained nearly 30% annual growth. The company receives numerous customer comments, such as "I use it in lunch boxes every week" and "This is the only fish my child will eat." The success of their 'Salt-Free Boneless Mackerel' in topping Rakuten's rankings for two years is proof that the company's long-standing philosophy of 'making fish more convenient' has been widely accepted.

■ Uncompromising Quality
◎ The Choice of Atlantic Mackerel
To ensure a rich flavor, Iida Shoten primarily uses wild Atlantic Mackerel from Northern Europe. According to the Norwegian Institute of Marine Research, mackerel caught in October can have a fat content of around 28%. The company operates on the philosophy that selecting the optimal ingredient for the purpose, rather than adhering to the stereotype that 'domestic is best,' is key to deliciousness.

◎ Objective Quality Assurance
This commitment to quality is backed by third-party evaluations. Their cured mackerel is the only one of its kind to win the Monde Selection Gold Award for three consecutive years. Furthermore, the company obtained HACCP certification in 2020, ensuring that its entire manufacturing process, from sourcing to shipping, is managed under a global standard for food safety.

■ A Manufacturer's Responsibility
As the world faces changes in marine resources and declining fish consumption, Iida Shoten remains committed to its mission of 'making fish more accessible.'