The company was named after the founder, Kunitaro Nakamura.
The Japanese characters of Kunitaro mean: an unshakeable core, to grow tall like a skyscraper and aiming to be the best in Japan.
Kunitaro came to Tokyo with the aim of becoming a chartered accountant but began trading as a student in order to pay back family debt. He began by selling fish but there was a lot of waste because it was fresh produce. That is why he started to handle green tea, a dried product.
He went to a production area to learn about cultivation and processing. There he learned the fundamental principles and, as he applied them to his products, the reputation of his tea was superb. However, in the Kanto region, it was the norm for companies to handle both green tea and nori seaweed at the same time. In order to be able to sell green tea, he had to also handle nori. He also went to a nori production area to learn the basics and when he began wholesaling at cost, he gained trust as an honest trader.
The green tea and nori business went well and, not only did he repay the debt, he was able to save money, too. Instead of becoming an accountant, he was now in the position to hire one and he made the decision to make trading his profession. To this day, the company is still challenging itself to respond to customer satisfaction and loyalty.
1967
First in industry to develop teabags for barley tea
Kunitaro was the first company in Japan to develop teabags for barley tea. Major barley tea manufacturers came to visit to observe how it was done.
Several years later, the company developed a non-woven fabric and the teabag category evolved.
Tokorozawa plant was constructed for green tea processing.
1970
The new tea store-to-finish management system/storage technology was created.
1971
Tokorozawa headquarters and office were constructed (3F). Musashino City office was abolished.
1973
Reorganized as Kunitaro Co., Ltd. with 5 million yen of capital.
1974
Model store opened after FC（Franchise） system research.
1975
Increased capital to 20 million yen.
1976
Built a plant in Kikugawa, the birthplace of fukamushi tea.
The founder travelled around tea production areas and was impressed at how delicious fukamushi tea was. He decided to handle Kikugawa-cha tea and built a plant there.
Kunitaro developed the first genmaicha tea with matcha in Japan. At the time, genmaicha was mainly made with coarse tea and it was pale in colour. Kunitaro added matcha to enhance both colour and flavour.
Aluminium bags with high barrier properties were adopted as packaging and Kunitaro innovated to express the image of tea leaves on packaging. At the time, it rose to be the No. 1 seller in the Kanto region market.
1986
Increased capital to 60 million yen. Completed finishing plant humidity control.
1987
Increased capital to 90 million yen. Completed development of moisture content/automatic control detection (Kuni Cascade System)
Established Atsugi office.
1988−2003
1990
Established Avancé Trading Co., Ltd. (trading department spin-off) / Obtained Zengyouren (Fishermen’s Association) bidding rights / Completed coffee roasting plant.
Established production methods for regular coffee/after blend
First in the world to develop a management system that roasts coffee beans separately by production area / grade and then blends them.
The aim was to roast optimally for production area quality.
At the time, raw coffee beans were blended before roasting – the pre-blend method.
The features of production areas are altitude and latitude (the coffee production belt area latitude is 19°or less) and variety, bean size, richness of taste, acidity, bitterness and aroma differ depending on the area. Coffee roasting machines were mainly from Germany during this period and manufacturers enhanced the roasting and cooling techniques to improve quality all over the world.
1992
Obtained Chibagyouren (Fishermen’s Association) bidding rights
1994
Established fresh blending facility in Sri Lanka
Established a tea-blending facility to maintain freshness in Sri Lanka, which has a tropical climate. Installed an aluminium vacuum-packing machine.
Began importing tea leaves in refrigerated containers. Developed a management system.
Started the coffee business.
Researched major coffee consuming countries and northern European markets.
At a time when 200ｇ cans of regular coffee were mainly sold 3 for ￥1,000, in order to predict the increase in demand for regular coffee and reduce the cost to consumers, Kunitaro lead the Japanese coffee industry in selling canned regular coffee (powder) in more economical 500g cans for ￥498. At that time, based on the coffee market price in the Nikkei evening edition, Kunitaro listed import charges and won the trust of buyers with negotiations that explained product cost and quality value.
Developed value pack drip coffee.
Improved the taste of individual cup drip coffee to respond to the single-serving market and began to tell 8g products.
Other companies’ products were mostly 6g but Kunitaro reduced the cost of a value pack of 10 with automated packaging to sell at an affordable price. This became a standard product in all Ito Yokado and Jusco stores.
Developed value pack paper filters – a first in the industry
In order to improve lost sales opportunities for home regular coffee use, Kunitaro developed 120 packs of coffee filters with a UK filter manufacturer and imported them directly to Japan. While other companies were selling 40 filters for ￥98, Kunitaro was selling 3 times that number (120) for twice the price at ￥198.
1995
Extended the Shizuoka plant to 6 floors in January, interior (537㎡ x 4 floors) and added a shipping area/office 528㎡.
1996
Began test of café business with Café Lento and Avancé.
1997
Established Kunitaro Australia PTY LTD. Capital 600,000 Australian dollars. Started a new HR vocational skills system.
Full-scale tea business operations began in Australia. In order to develop an organic green tea farm, Kunitaro began exporting young Japanese tea plants to Australia. Joint research into green tea cultivation began at an NSW Department of Agriculture research facility.
1998
Developed organic barley tea.
Began contracted cultivation of organic barley tea in Gosford, NSW, Australia.
When there was no Japanese organic certification system, Kunitaro developed organic cultivation of barley tea with Australian organic certification (BFA) certification.
Commercialization of PB with Ito Yokado (2001), Jusco (2002) and Coop Miyagi (1999)
Established the Shizuoka Plant Scientific Research Lab (tea component analysis and raw materials selection standards) and reinforced original OEMs.
1999
Began comprehensive hygiene management method with the HACCP system (ensuring food safety).
2001
Increased capital to 180 million / became a JAS (organic barley tea, etc.) certified plant.
Constructed Sales Promotion Information Centre (established unified management of information, started to function as headquarters)
2002
Atsugi and Chiba offices were integrated into the Information Centre / became a JAS (organic green tea) certified plant.
2003
Installed nori seaweed roasting and rolling machine.
Fresh nori, which has a rich, freshly harvested taste is stored in a freezer at -20°C.
Traditionally, it was roasted and rolled for 180 minutes and as this exposed it to oxygen for a long time, the flavour oxidized.
Kunitaro shortened this time to 7 minutes and, after that, directly connected this process to the oven. This made it possible for Kunitaro to launch high-grade roasted nori with sealed in umami and flavour.
Quality is maintained using packaging film with a freshness retention capacity similar to that of aluminium and inserting drying and deoxygenating agents.
Obtained HACCP certification for nori line.
The Shizuoka plant (nori production floor) received double certification from the HACCP Promotion Council and the Tokyo Kenbi Kyoin Foundation.
Became a JAS (organic black tea/coffee) certified plant.
The plant obtained double certification from the HACCP Promotion Council and the Tokyo Kenbi Kyoin Foundation.
2004−現在
2004
Began Shizuoka plant on-site improvement training and initiative (3G reform – genba, genbutsu, genjitsu principle (shop floor/actual product/the facts)).
2005
Established traceability (tea/nori).
2006
New Shizuoka Plant with 3 floors (added 2244㎡) ... constructed to HACCP specification, increased inner pressure and implemented measures to prevent external air and insects from getting in.
New product development plant... newly installed powder equipment that does not create lumps / packaged green tea in PET / developed folding technology / automatic steam sterilization installation.
2007
Won the Merit Award at the Saitama Venture Company Excellent Product Contest for the Green Tea in PET Bottle range.
Obtained ISO22000 certification... food safety management system including the HACCP system
2008
ISO22000: Food safety management system certification obtained (JQA – Japan Quality Assurance Organization) (headquarters/Shizuoka plant)
Gifu Residency and Shizuoka office integrated.
2009
Developed the first alpha organic barley tea in Japan.
Kunitaro created alpha (paste-like) organic barley. It is immersed in water, heated and steamed, and dried and roasted to perfectly enhance the flavour and gained a good reputation among customers. Sales increased by over 106% each year.
Developed the first domestically-produced TetraBag® in Japan.
Triangular teabags made from non-woven fabric with the string at the top. Outer packaging is a sleeve in a pouch and, by adding a vacuum carbon dioxide gas emitting element into the packaging, the outer packaging shape and quality retaining function are more than double that of individual packaging.
Sales are favourable with a 115% increase.
Developed Aroma 20 for 19 yen a cup
Kunitaro lost its market share in individually packaged drip coffee to a major company that came late to the market. The Containers and Packaging Recycling Law was enforced in 1997.
Social interest in the environment heightened. And demand for coffee also increased. Kunitaro developed Aroma 20 which got rid of individual packaging and wrapped the coffee bags together. Sales were not great at the time.
However, it went up against home delivery services that were full-scale advertising one cup for 19 yen so Kunitaro made its advertising copy “one cup for 19 yen”. Returning customers from home delivery to retail stores, the stores and customers accepted the offer of being able to buy the coffee easily from as few as 20 cups worth.
2010
Established Kakegawa-cha production area brand after a TV programme on health.
A TV programme about health was broadcast about Kakegawa-cha, which is fukamushi tea, in December 2012. It claimed that Kakegawa City has Japan’s lowest death rate from cancer because they drink fukamushi tea on a daily basis. After this programme, Kunitaro established the Kakegawa-cha production area brand and sales are continuing to increase even now.
2012
FSSC22000: obtained Food Safety Management System certification (Shizuoka Plant)
Food Safety Management System.
Obtained HACCP in 2003 and ISO22000 in 2007, gradually increasing the food safety level.
Automation of drip coffee line.
Reduced human resources costs by automating the one cup for 19 yen Aroma 20 drip coffee packaging line.
Due to an increase in market prices for raw materials and a weak yen, other manufacturers revised (increased) prices but Kunitaro maintained quality and did not raise prices.
2013
Introduced taste sensor.
Introduced taste sensor that can digitize function evaluation.
The History of Kunitaro
