Date: Tuesday, October 1, 2019
Venue: Tokyo American Club, Brooklyn 2 & 3
Speaker: Pascal Gerbert-Gaillard, Asia Director, Bio c’ Bon Group
Hosting Committee: Marketing Programs
Member Fee: ¥3,900
Guest Fee: ¥7,300
Meal: Plated lunch
Registration/Cancellation Deadline: Thursday, September 26 (Noon)
Retailers such as Carrefour, Tesco, and Walmart have all had a difficult time in Japan. But Bio c’ Bon—a grocery store chain that specializes in organic foods with more than 170 stores in France, Italy, Belgium, Spain, and Switzerland—was undeterred. Despite the challenge, the company founded a Japanese entity in April 2016 as a joint venture with Aeon Co., Ltd. and opened their first store eight months later in Azabu-juban.
As an organic grocery store importing from European suppliers, Bio c’ Bon had to prepare and localize thousands of products to comply with Japanese import regulations. And with a goal of opening 50 stores in the Kanto region by 2022, they have had to locate and negotiate suitable space, and adjust inventory to the smaller spaces.
Marketing is also a challenge. While consumer knowledge of the benefits of organic foods is increasing in Japan, it is still a relatively niche market and there are already several local competitors. Building on its experience in Europe, Bio c’ Bon is working to build consumer engagement in Japan using Instagram as their main platform along with in-store tastings and workshops.
Join us on October 1 to learn how Pascal Gerbert-Gaillard, Asia Director of Bio C’ Bon, has overcome some of these challenges and is on the way to achieving the company’s 2022 expansion goal.
ACCJ Marketing Programs Committee
NOTE 1: This event is OFF THE RECORD.
NOTE 2: If you cancel after the stated deadline, the full meeting fee will be charged to your account. All guests must be accompanied by an ACCJ member. Sorry, no substitutions or walk-ins.
NOTE 3: If you are driving to the Tokyo American Club, please inform the ACCJ of the make, model, color and plate of the vehicle, by the registration deadline, as arrangements must be made. A 2,200 yen parking fee will apply.