Episode 31

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Published on:

22nd May 2023

Zespri: Doing big business in Japan with a small team featuring Ichiro Anzai

Ichiro Anzai shines a light on the potential for New Zealand fresh produce in Japan with his enthusiasm for our “tiny little fruits” that are achieving big things here. Zespri is a giant NZ company in Japan and what they are achieving may look unattainable to those just starting out, but Anzai san’s tips and information will be of value to anyone at any stage of growing their business in Japan because it’s all about getting the basics right. 

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In this episode you’ll hear:

  • How Anzai san became interested in working with the “tiny little fruits” (kiwifruit!) after working in big name organisations
  • The excitement in the challenge of marketing and distributing fresh produce in Japan
  • How Zespri achieved nearly 100% distribution in Japan to supermarkets with a lean sales force of just five people
  • Anzai sans’s tips for growing your business in Japan

About Ichiro Anzai

Anzai san joined Zespri Japan in 2014 as Country Manager after taking up various senior sales and marketing roles across top-level companies such as Bristol Myers Squib, Baush & Lomb, Unilever and McDonald’s Japan. In October 2019 he was appointed Executive Officer, expanding his responsibilities to the Asia Pacific region and reporting directly back to the CEO of Zespri in New Zealand. 

Ichiro holds an MBA from Thunderbird Graduate School of International Management in Arizona. 

Outside of work, he is a keen guitar player.


Links:

Website: https://www.zespri.com/ja-JP 

Instagram: https://www.instagram.com/zespri_jp/ 


Jandals in Japan is brought to you by Catherine O’Connell Law and PodLaunch with Jayne


Connect with Jayne and Catherine

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Facebook: https://www.facebook.com/jandalsinjapan 

Youtube: https://www.youtube.com/@jandalsinjapan 

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About the Podcast

Jandals in Japan
Bringing The Land of the Long White Cloud to The Land of the Rising Sun
The best show about New Zealanders doing business in Japan, bringing The Land of the Long White Cloud to The Land of the Rising Sun
How do you build a brand in Japan and nurture a loyal customer base?
What do you need to have in your tool belt if you are thinking of coming to Japan to launch a business here?
Japan is often considered to be in the "too hard" basket but we are here to open up the black box of doing business in Japan.
We will share stories from successful Kiwis selling their products and services here in Japan.
They'll tell you their tips for success and pitfalls to avoid.
They'll share their challenges and what they did to overcome them.
They will tell you things you can't find in textbooks or on the internet.
We will also be sharing the latest intel and insights on Japan from our on-the-ground presence
And you'll hear some super business culture and other tips from us sprinkled throughout.
Grab a glass of sake and let's get into it.
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About your hosts

Jayne Nakata

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Jayne Nakata is a Southland girl who arrived in Japan in 2002, planning to stay just two years. 20 years later she is still living in Fukushima Prefecture with her Japanese husband and two children. When the triple disaster hit in 2011, Jayne made the commitment to stay in Fukushima and contribute to rebuilding the area. She is the host of the award winning podcast Transformations with Jayne, which is a favourite with international women living in Japan. She is also the double award winning podcast producer and manager for PodLaunch with Jayne.

Catherine O’Connell

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Originally from Christchurch, Catherine O’Connell has lived in Japan since 2002 and has built a distinguished 23-year career as legal counsel in leading Japanese corporations. In 2018, she launched Catherine O’Connell Law, Tokyo’s first foreign female–founded boutique law firm, now a multi-award-winning practice.
Catherine is Vice Chair Emerita of the Australian & New Zealand Chamber of Commerce in Japan (2012–2025) and currently serves as an Audit & Supervisory Board Member at Fujitsu Limited (2022–). She previously served on the Audit & Supervisory Board of Toyota Motor Corporation (2023–2025).
A trusted advisor to boards and coach/mentor to C-suite executives, Catherine helps leaders excel in the complex Japanese business environment with cross-cultural clarity and strategic insight.
Alongside co-hosting the Jandals in Japan Podcast, she is also the host of the award-winning Lawyer on Air Podcast, highlighting untold stories of women in law in Japan.