featured: Shokuiku

For Physical and Emotional Well-Being —The Meiji Grou's Shokuiku—

featured: Shokuiku

Focusing on Nutrition for 40 Years Shokuiku That Began with Milk Promotion

Wada Kimiko

Wada Kimiko
Customer Relations Dept.
Meiji Co., Ltd.

A manager at the time, Kimiko Wada recalls how our shokuiku (food and nutrition education and promotion) began. "In the mid-1970s, before the phrase 'shokuiku' was well-known, we began efforts to develop and popularize dishes using milk. Lifestyles were changing dramatically, diets were becoming more westernized. On the other hand, the calcium intake of Japanese people was low. We saw increasing their calcium intake by including dairy products in school meals and in meals at home throughout Japan as our task." Initially we targeted parents responsible for children's diets. "We held cooking classes for the parents of elementary school students to promote dishes that use dairy products. Parents enjoyed the classes because there were few opportunities for learning while having fun at the time." Also, targeting supermarkets and hospitals, we suggested dishes that meet the nutritional requirements of expectant mothers and the elderly. Ms. Wada played a central role in a team that developed and implemented innovative measures to attract customers. "Participants taught us a great deal, so it was a two-way learning process. These activities embody our desire to be a company that helps boost customers' health."

Fiscal year ended March 2016

Chizuko Iizumi

Chizuko Iizumi
Public Relations Dept.
Meiji Co., Ltd.

In 2006, we began full-fledged shokuiku activities, such as on-site classes for elementary school students and food and nutrition seminars for adults. In the fiscal year ended March 2016, our instructors travelled nationwide and conducted 2,233 shokuiku classes and seminars, in which more than 100,000 people participated. For 10 years, we have been conducting Fun Milk Classes, themed on the importance of food and nutrition and physical and emotional well-being. In these classes, we use a drawing of a life-sized cow, and children enjoy fun quizzes. Also, children experience butter making to learn how milk changes into butter. In March 2015, we received an award from the Minister of Education, Culture, Sports, Science and Technology for promoting the national "Early to Bed, Early to Rise, and Don't Forget Your Breakfast" campaign through our 'The Power of Milk at Breakfast' on-site classes and our cooking classes for parents and children. These activities provide a good opportunity to realize how important breakfast is. "Children's smiling faces motivated us."

Meiji's Shokuiku Activities, Story Behind our Products Fun and Cheerful Programs Stimulate Your Senses!

Committed to Telling the Next Generation about the Importance of Food and Nutrition

In autumn 2015, we began Chocolate and Cocoa Classes, where participants learn about the chocolate's history and production process and sample chocolate. We use chocolate as a starting point for thinking about food culture, international cooperation, and the gratitude we should have for nature's bounty. Participants gain an appreciation of the many people involved in food production by learning about chocolate's history and the production process from cocoa beans to chocolate. Also, we tell participants about our efforts to contribute to society overseas.

We are a Gold Partner of the 2020 Tokyo Olympic and Paralympic Games. Ms. Chizuko Iizumi explains, "We have provided nutritional support to many athletes. We will use this experience for effective communication with customers. We will explain the importance of exercise and food and nutrition in an easy-to-understand manner."

We will continue these activities and provide high-value-added products to help customers have healthy diets.

Letters and messages from children who participated in classes or seminars

I Would Like Meiji, as a Food and Nutrition Company, to Encourage Children to Be Thankful to Producers and for Nature's Bounty.

Yuji Takemoto

Yuji Takemoto
lecturer
Mukogawa Women's Univ.

Shokuiku fosters a variety of skills that today's children need, including the ability to think and judge. Further, when children become aware of the many people involved in food production, they develop a sense of gratitude and their communication skills improve.

For example, I heard that one child who had participated in Fun Milk Classes for a year said "Lots of people are involved in the production of this pencil." The children learn through experiences in milk and chocolate classes. They develop their abilities by applying the experiences to other situations.

I believe that hands-on learning provided by Meiji is valuable. I very much look forward to Meiji contributing and enhancing its shokuiku.

We will support customers' shokuiku by providing opportunities to understand, learn about, and enjoy food and neutrition Benefits to Society.