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未来のRFを描こう!
~海を超えたRF~


Team スヤマンチェスターシティ


              画像:ロックフィールドホームペー
背景:世の中の流れと中食市場,RFの今

1.世の中の流れ(母親の想い)
  ⇒子供の野菜嫌いをなおした
い                 画像:野菜嫌いの子どもがおいし
                  く食べる野菜とレシピより




2.中食市場
  ⇒贈答用としての可能性
                  画像:もち吉ホームページより




3.ロック・フィールド
  ⇒サラダカンパニー
    のイメージ強化
                  画像:ロックフィールドホームページより
背景:世の中の流れと中食市場,RFの今
1.世の中の流れ(母親の想
い) 以前からずっとある 以前はなし 今はある
                  、
       以前はあった、今はなし    以前からずっ なし
                            と




          48.
            9        11.
                       9   12   27.
                                  2




  0%   好き嫌いがある子供
        20%  40%        野菜嫌いを克服した子供
                       60%  80%  100%
         約60%            約10%
図1.母親が認識している、子供の野菜の好き嫌い.有効回答数 800 (カゴメ
                2011)
背景:世の中の流れと中食市場、RFの今
2.中食市場⇒贈答用としての可能性




                           来客時に惣菜を利
                           用する人は少ない
                            0.6~0.9%
図2.惣菜の利用状況.調査対象:全国961人の女性 (惣菜白書 2012)
目的と方法

・野菜嫌いの子供たちに、もっと野菜を食べても
らいう
・贈答用の惣菜を定着
・サラダカンパニーのイメージ強化




   「世界のお母さん」をテーマにした
     新ブランドの立ち上げ

                         5
新ブランドの三本柱
1.世界各国の家庭料理をサラダ化
定番商品<身近な国>                    ガスパッ
⇒スペイン:パエリア,ガスパッチョetc…          チョ

フェア商品<期間限定で馴染みのない国>
⇒ミャンマー:ラペットゥetc…
                              ラペットゥ
2.野菜スイーツ
野菜を使った世界のスイーツの販売
⇒フランス:                  ニンジ
                        ンク
  エクレア(トマトクリームetc…)     リーム
  マドレーヌ(ナス,カボチャetc…)
                              ホウレンソ
                              ウクリーム
3.贈呈用商品
                        野菜エクレアのイメー
包装可能な惣菜メニューの取り扱い強化      ジ
⇒重箱セット,フルコースセットetc…
まとめ
 世界の料理のサラダ化・野菜スイー
 ツ・贈呈用商品の3つを軸に、新た市
 場(文化)を作り、世界を野菜でつ
 なぐ




ロック・フィールドと世界の架け
       橋         7
ご清聴ありがとうございました(´_ゝ
・


        `)

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