[Successful example of rapid freezing] Efforts of Yuko Fisheries Cooperative and regional revitalization by women

We would like to introduce the efforts of fisheries cooperatives as an example of activities to revitalize fisheries.
In order to revitalize the fishing industry, the Yuko Fisheries Association is focusing on strengthening its production and sales systems.

In order to strengthen our production system, we are introducing rapid freezer and a thorough hygiene management system at our seafood processing plants. As a result, we are now able to deliver fresh, high quality, safe and secure fish to consumers.

In addition, in order to make more people aware of Yuko's fish, Yuko, we are working to strengthen sales, with women taking the lead.
I would like to introduce the activities of the Yuko Fisheries Association and the results they have achieved.

Problems and initiatives faced by Yuko Fisheries Association

What is Yuko Fisheries Association?

The Yuko Fisheries Cooperative is located in the Yuko district on the north side of the Miura Peninsula, located in the central part of Uwajima City, Ehime Prefecture.
The Yuko area has a ria coastline and is famous for fish farming and pearl farming.

In the past, sardine net fishing was popular, but after 1960, the area shifted to pearl farming and yellowtail farming, and aquaculture has become the main industry.

Yuko's fishing grounds have good currents, deep water, and moderate seawater temperatures, making the land suitable for aquaculture.
For this reason, we are putting effort into cultivating red sea bream, yellowtail, and striped horse mackerel.

Problems faced by Yuko Fisheries Association

The Yuko Fisheries Association was faced with the problem that farmed fish had a poorer image compared to wild fish.
Therefore, even if the product was fresh and of good quality, it was difficult to distribute because it was farmed.

Amid tough business conditions in the fishing industry, the Yuko Fisheries Association is working to strengthen its production and sales systems, with the desire to pass on the fishing industry of Yuko, which is famous for its aquaculture production, to the next generation.

In order to widely distribute fresh farmed fish, we started our activities with the goal of producing high-quality processed seafood products, developing and selling products using Yuko fish, and spreading the Yuko brand.

Introduction of rapid freezer and strengthening of production system

Introducing rapid freezer at seafood processing plants

The fish raised in Yuko are processed immediately after being landed at the adjacent Marine Corps Yusu Processing Plant. At that time, we introduced rapid freezer as an effort to produce high-quality fish.

rapid freezing is a freezing technology that minimizes damage caused by freezing and allows food to be frozen while maintaining freshness and high quality. Even if you are far away from the production area, you can enjoy fish that tastes just as delicious as freshly caught fish.

By carefully processing the carefully raised fish into fillets, such as fillets or fillets, and rapid freezing them, we are now able to produce products of even higher quality. We are able to ship our products in a high-quality condition, keeping them as fresh as they were caught, and we have branded them as fresh fish shipped directly from the farm.

Production system with thorough safety management

At Marine Corps Yusu Processing Plant, we not only ensure the quality of our products, but also ensure thorough safety management.
For safe and secure production, we have certified and acquired food safety management standards.

We manage safety using HACCP, a hygiene management system for food manufacturing, and food safety management using the PDCA cycle (plan, do, check, act).

By producing fresh, safe and secure products, we are improving the image and added value of farmed fish.

Initiatives of the Yuko Fisheries Association Women's Department and strengthening of sales system

Initiatives in the women's division

The women's division of the Yuko Fisheries Association was established in 1955. At the time of its establishment, there were 264 members, but the number has gradually decreased, and currently there are about 30 active members.

Originally, we were involved in activities to protect the ocean and promote fish eating, but we thought it would be possible to carry out activities aimed at revitalizing the region, so we established a new ``Food Development Subcommittee.''
We sold prototypes of products developed using Yuko's local cuisine and fish caught in Yuko at events and other events.

Along with product development, the desire to spread the Yuko name became stronger, and in 2008, the "Yuko's Kitchen Project" was started.

"Yuko's Kitchen Project"

``Yuko's Kitchen Project'' is an activity that involves developing processed products using locally produced marine products, and promoting the products by driving a kitchen truck to events and selling face-to-face sales.
Using our kitchen van, we travel to consumption areas within and outside the prefecture to promote our farmed fish and the Yuko brand.

The products we sell are dishes made with ingredients grown in Yuko. For example, ``teriteri sushi'', which is pressed sushi made with teriyaki yellowtail, and ``taikamameshi''. We have also succeeded in developing a new ``Tai Kamameshi base,'' which we sell at roadside stations and souvenir shops.

Face-to-face sales in the kitchen car give us more opportunities to talk directly with customers, and we incorporate their opinions into product development.
Some of the products were created through consumer feedback, ideas from committee members, and cooperation from the prefecture, fishing cooperatives, and Ehime Women's Junior College students.

``Tabetai'' is made by putting grilled sea bream inside sea bream rice and grilling it in the shape of a taiyaki. There is also the ``Tabetai Burger,'' which is made by sandwiching fried sea bream Tatsuta between brown rice burgers.

Furthermore, we have unified the designs of product packaging, uniforms, and kitchen cars, and are spreading the Yuko name as the ``Yuko Brand.''

Achievements of the Yuko Fisheries Association and towards regional revitalization

Achievements at Yuko Fisheries Cooperative

Sales at the kitchen car are increasing, from 300,000 yen in 2008 to 9 million yen in 2012.
The activity area has expanded throughout Shikoku, and the number of visitors to the kitchen car store reached approximately 10,000 in 2012.

The reason for their success is that they listen to the voices of consumers through face-to-face sales, incorporate their opinions, and develop products from a ``female perspective.''
The market targeting women is growing, so it is important to incorporate women's opinions and ideas.

Creating products that meet needs has led to the development of popular products.

We also put a lot of effort into the packaging and other design aspects, which allows us to effectively promote our products to consumers, which leads to sales promotion.
In addition, by standardizing the designs of kitchen trucks, uniforms, and packaging, the effectiveness of promoting the Yuko brand has increased.

Until now, most of the customers of aquaculture fisheries were middlemen. For the efforts of the women's group, one major success is that the purchasing power of general consumers has increased.

Future prospects for regional revitalization

The activities of the women's club are only just getting off the ground, but some young women are starting to try to get involved. By increasing the employment of women, we can create places where women can play an active role, and we can expect regional revitalization by women.

Here again, rapid freezer are useful in creating an environment where women can work comfortably. When manufacturing products for sale, rapid freezing the raw material, fish, has the advantage of making work more efficient and eliminating raw material loss.

Since raw materials can be stored fresh for long periods of time, products can be manufactured according to the convenience of the worker. Not only do we ensure the quality of the products we sell, but we are also able to expand our range of activities by being able to do work that is stress-free.

Our further goals are to revitalize the fishing industry, which is a resource in Yuko, to contribute to increasing the popularity of the Yuko area, and to further increase tourism to Yuko.

Conclusion

Yuko Fisheries Cooperative has introduced rapid freezer as a means to widely distribute fresh and delicious farmed fish.
In addition, by establishing a safety management system, we are now able to safely and securely deliver freshly caught, high-quality fish.

Furthermore, women are taking the lead in developing products using fish caught in Yuko and in efforts to sell the manufactured products.

We are engaged in various activities to revitalize the area and to make people aware of not only Yuko's fish but also the name ``Yuko.''

Please use this as an example of how the region came together to revitalize the industry.