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Q’SAI connection to kale goes back more than thirty years. Suffering from ill health at the time, Q’SAI’s founder experienced the power of Kale Aojiru firsthand and began production with the aim of delivering its benefits to many people. To create products customers can depend on, Q’SAI is committed to rigorous controls that begin with the cultivation of soil and seeds at the company’s group farms and contract growers.
- Turning customer needs into products -
Having focused on frozen Aojiru since its launch in 1982, Q’SAI released a powdered version in December 2012. Around this time,
our ‘Mazui. Mou ippai!’ (Tastes bad, give me more!) TV commercials had become a living room sensation, and the Aojiru market expanded
throughout Japan. As frozen Aojiru recorded booming sales, Q’SAI was certainly apprehensive about starting production on a new powdered Aojiru.
However, a growing number of customers called for a product that was easy to drink in any situation. Lifestyles also changed along with the times, and demand for online shopping grew; powdered Aojiru, which could be transported at room temperature, became indispensable.
Dispelling production staff concerns about how products would be received, no sooner had they launched than orders flooded in from around the country,
putting the pressure on our manufacturing. Aiming to speed up production, we established facilities to achieve integrated manufacturing within the company.
With a mission to deliver safe, reliable products to customers and assume responsibility from start to finish, product development staff at the time frequently
visited farms and factories in pursuit of greater quality powdered Aojiru. During these visits, staff repeatedly clarified the concepts of quality,
safety and how these can be improved.
They also brought together information managed by various divisions, including manufacturing, inspection and customer feedback. Sharing such information across departments spurred vibrant discussions within the company, leading to the creation of Q’SAI’s proprietary techniques–frost shattering, mild powder and ultra-fine granule production methods. The several years required to truly get powdered Aojiru manufacturing on track can be seen as a great opportunity for Q’SAI staff to once again consider product quality.
Seeking to deliver healthy products that are easier to drink regularly, Aojiru has evolved repeatedly by incorporating customer feedback in order to refine techniques and improve services.
In 2008 we released ‘Hachimitsu Aojiru’ (hachimitsu: honey), with a superior flavor for easier drinking. In 2012, the 30th anniversary of Aojiru’s launch, we change our product’s name to ‘Kale Aojiru (powdered type)’ in order to broadly convey the value of kale, its base ingredient. Even now, we continue to research the potential of kale and release limited-edition products that utilize its characteristics. Kale Aojiru has grown significantly to become a staple health food product, beloved by many as a supplement for low vegetable intake. Q’SAI acknowledges its responsibilities as the company that established Aojiru’s place in the health food market; with our spirit of commitment to manufacturing, we will continue to drive the evolution of Kale Aojiru.