Mission Statement, Vision, & Core Values (2026) of Kewpie Corporation.

Rooted in tradition since 1919, Kewpie Corporation has grown from a single mayonnaise maker into a global food partner that champions quality ingredients, strict safety controls, and a corporate philosophy built on moral integrity, originality, and gratitude-embodied by its motto 'love around the kitchen table'-while pursuing a mission to create a new food culture that promotes health and deliciousness for diverse societies; guided by a vision of 'great taste, empathy, and uniqueness' and the strategic 2030 VISION, Kewpie aims to lead in salads and eggs, expand its global presence with products tailored to cultural tastes, drive sustainability and resource efficiency, and by valuing collaboration and creativity strive to be recognized as a 'leading company for salads and eggs' and a trusted supporter of healthy, joyful dining experiences worldwide.

Kewpie Corporation (2809.T) - Intro

• Founded: 1919
• Headquarters: Tokyo, Japan
• Global footprint: operations in ~20 countries and exports to more than 60 countries and regions
• Employees: approximately 5,000 (consolidated)

• Mission: Deliver safe, delicious, and nutritious products that enrich everyday dining and support health worldwide.
• Vision: Sustain leadership in condiments and expand as a trusted global food partner through innovation, quality, and sustainability.
• Corporate philosophy: Rooted in the founder's precepts of moral integrity, originality and gratitude-promoting collaboration, mutual respect and social contribution.

• Raw materials: prioritizes high-grade raw ingredients, traceability and supplier partnerships to ensure consistent quality.
• Quality control: multiple HACCP-based plants, routine audits and lab testing to meet domestic and international standards.
• Product reliability: standardized production protocols across facilities to minimize variability and contamination risk.

• Environmental goals: energy and resource efficiency programs at manufacturing sites and reduced packaging waste efforts.
• Nutrition focus: product development geared toward reduced salt/sugar options and portion-friendly packaging to support healthy eating.
• Community engagement: educational activities promoting balanced diets and food safety awareness in local markets.

• Core categories: mayonnaise, dressings, sauces, processed foods and infant nutrition products.
• International strategy: adapt flavors and formulations to local palates while retaining core safety and quality benchmarks.

• R&D focus: flavor development, shelf‑life extension and healthier formulations (lower sodium/fat alternatives).
• Product pipeline: localized dressings and ready-meal components tailored to regional consumption patterns.
• Collaborations: co-development with foodservice partners and ingredient suppliers to scale new offerings.

• Governance: board oversight with emphasis on compliance, risk management and long-term shareholder value.
• Ethics: founder-driven values-integrity, originality and gratitude-embedded in employee training and evaluation.
• Culture: cross-functional teamwork, continuous improvement (kaizen) and respect for stakeholder relationships.

• Expand international market share via localized products and strengthened distribution channels.
• Accelerate sustainability initiatives: resource efficiency, lower-emission logistics and sustainable packaging.
• Advance health-oriented product innovation and partnerships in foodservice and retail channels.

Kewpie Corporation (2809.T) - Overview

• Deliver delicious products that resonate across diverse societies, prioritizing taste and cultural relevance.
• Use high-quality raw ingredients and ensure product safety with convenient, easy-to-use packaging.
• Advance creativity in product development to offer innovative food solutions for evolving consumer needs.
• Strive to earn the highest trust from customers and stakeholders to secure long-term success and societal contribution.

• Core product focus: mayonnaise, dressings, processed foods, baby food, and health-related food solutions.
• Brand promise: tasty, safe, culturally adaptable, and innovation-driven food experiences.
• Operational priorities: ingredient sourcing, food safety systems, packaging convenience, R&D investment, and global market expansion.

• Quality & safety: rigorous supplier standards, HACCP and ISO-aligned factory controls, traceability systems for primary ingredients.
• Packaging & convenience: investment in easy-pour, resealable, and shelf-stable formats designed for household convenience and reduced food waste.
• Innovation pipeline: cross-category product launches, functional foods (health-enhancing ingredients), and co-creation with retail/foodservice partners.

Kewpie Corporation (2809.T) Mission Statement

• Become a group that contributes to the food and healthy culture of the world through great taste, empathy, and uniqueness.
• Lead the salads category and promote healthy eating habits by delivering products and services that match individual customer expectations.
• Advance sustainability and environmental stewardship to ensure thriving societies for future generations.
• Realize the 2030 VISION: a leading company for salads and eggs, a food partner for every person, and a supporter for bringing smiles to children.

• Category leadership: expand global salad & egg portfolio, with a target to increase overseas sales share to 35% by 2030 (current: ~28% as of FY2023).
• Health & nutrition: grow prepared-salad offerings and fortification initiatives to boost per-capita healthy meal penetration in key markets.
• Sustainability: reduce greenhouse gas emissions by 30% by 2030 (base year 2019) and increase use of recycled/renewable packaging materials.
• Community: scale educational and nutrition programs aimed at children, targeting reach to several million children annually by 2030.

• Customer Empathy - integrate consumer insights and sensory science to tailor products for local tastes and nutritional needs.
• Quality & Safety - maintain stringent food safety standards across more than 40 production sites globally.
• Innovation & Uniqueness - invest in R&D for taste, convenience, and nutritional enhancement (plant-based and fortified solutions).
• Sustainability & Responsibility - embed circular packaging, responsible sourcing (eggs and vegetable ingredients), and community programs.
• Collaboration - unify group companies and partners to accelerate the 2030 VISION and scale impact.

• Portfolio expansion: accelerate ready-to-eat salad business and value-added egg products across Asia and North America.
• Digital & supply chain: deploy smart logistics and data-driven demand planning to reduce waste and improve freshness.
• Nutrition outreach: expand school and community programs to promote healthy eating and childhood nutrition education.
• ESG financing: allocate capital expenditure and R&D budgets to projects that lower environmental footprint while supporting growth.

Kewpie Corporation (2809.T) - Vision Statement

• Moral integrity as business foundation: decision-making guided by ethics, food safety, and transparent supply chains.
• Originality and ingenuity: continual product innovation (R&D-driven sauces, dressings, baby food, and functional ingredients).
• Gratitude and family respect: corporate programs and product lines that reflect care for parents and intergenerational well-being.
• Collaborative workplace culture: teams that endure challenges together, celebrate successes together, and pursue shared ambitions.
• Commitment to quality and customer trust: rigorous quality control, traceability, and consumer-focused product development.

• Product innovation pipeline: expanding ready-to-eat, health-oriented and life-stage-specific foods that embody originality and customer trust.
• Sustainable sourcing and production: efforts to secure traceable ingredients and reduce environmental impact while respecting supplier communities.
• Workplace and social programs: initiatives to support employee welfare, cross-generational care, and community engagement-reflecting gratitude toward families.
• Global expansion balanced with local partnerships: leveraging collaboration to enter markets while maintaining product quality and cultural fit.

• Quality and trust drive brand premium-helping sustain margins in sauces and specialty foods.
• Innovation expands addressable markets (baby food, functional ingredients), supporting revenue diversification.
• Employee collaboration and a values-driven culture reduce turnover and foster long-term organizational capability.