Don’t Ship Water: Taking the Oy! out of Soy Sauce

Veronika Heckova Brian Hachtmann Thomas Both Potential Impact: Consumption and Transportation

US Consumption: 20 million gal/year = 76 million kg/year

Japan Consumption: 300 million gal/year = 1.1 billion kg/year

China Consumption (assuming same rate): 3.5 billion gal/year =13 billion kg/year = 5,300 Olympic-sized swimming pools

Photo: “Fellowship of the Rich” Flickr Transportation Energy: http://en.wikipedia.org/wiki/Fuel_efficiency_in_transportation http://bioenergy.ornl.gov/papers/misc/energy_conv.html Soy Sauce Consumption: www.taipeitimes.com/News/worldbiz/archives/2004/09/27/2003204609 Soy Sauce: Powdered WHAT??!!?

POWDERED CONCENTRATED - Kikkoman already makes powdered soy - Concentrated soy sauce is on market. sauce by spray-drying. - You only need a few drops for a meal. - No one has ever heard of powdered - You can reconstitute it with water. soy sauce. User Group 1: The Cook at Home

USER OBSERVATIONS “I like the black color.” “I use soy sauce instead of salt.” “It makes sauces too watery.” “While cooking, I don’t have to add water if I use soy sauce.”

INSIGHTS - Users buy based on familiarity of brand - Price indifference - Users use color & taste to gauge how much to add SOY SAUCE CUBES for the Cook at Home

OPPORTUNITIES - familiarity/similarity to other spices - convenient dispenser refill - long shelf life - good for soups User Group 2: The Chinese and Stir-fry Restaurant

USER OBSERVATIONS “We go through 10-15 gallons of soy sauce a month.” “We know how much to use in our recipes.”

INSIGHTS - With large quantities, cost becomes an issue. - No convenient place to store and access. - Prefer to use in a liquid form SOY POWDER for the Chinese and Stir-fry Restaurant

OPPORTUNITIES - cost reduction - minimal/efficient storage - convenient refills - ability to make concentrations appropriate to recipes

Photo: http://www.kikkoman-usa.com User Group 3: The Sushi Restaurant

USER OBSERVATIONS “No, I would never try powdered soy sauce even if it was free.” - Sushi Chef Homma “Wasabi clumps up and doesn’t dissolve evenly.” - Sushi Eater

INSIGHTS - Soy sauce is like wine. There are connoisseurs of soy sauce. - Desire for authenticity SOY SAUCE SPRAY for the Sushi Restaurant

OPPORTUNITIES - even & easy application - avoids soy sauce spills - avoids soggy rice - desire for a fun experience SOY SAUCE CEREMONY for the Sushi Restaurant

OPPORTUNITIES -sense of authenticity for both the user and the chef - ritualistic pouring and mixing of wasabi & soy sauce - evenly mix soy sauce and wasabi