By Sheldon Baker12.03.21
Asari has been responsible for developing J-Oil Mills vitamin K2 (MK-7) branded ingredient program. After spending over a decade working in the nutritional ingredient industry globally, Asari compiled an awareness of what truly drives supplement and nutritional products development from raw materials to science aspects, and consumer health benefits. In addition, his experience includes product quality assurance and technical support. Asari launched his career in the Japanese nutritional and pharmaceutical industry in the early 2000s. He made a global shift to the U.S. and Germany nutraceutical arena with Kyowa Hakko Bio Co., Ltd. over a six-year period as a liaison between Japanese companies and global business-to-business nutraceutical and pharmaceutical groups.
Health E-Insights: Please provide some background about J-Oil Mills, Inc.
Asari: J-Oil Mills, Inc. was established in 2004 from the merger of three oil and fat manufacturers—Honen Corporation, Ajinomoto Oil Mills Co., Inc., and Yoshihara Oil Mill, Ltd. Each company has a long history, dating as far back as the 1820s during the Bunsei era. We have provided a variety of values to society through products and services by combining the know-how and strengths cultivated by each company over 190 years of our history to create synergistic effects.
Health E-Insights: How is menatto developed and what is it made from?
Asari: Our menatto was developed in 1997 when Japanese researchers started to find a benefit of vitamin K2 (MK7) containing natto and the co-relationship between natto consumption and bone-related health issues among Japanese citizens. The researchers found the less natto consumption the more bone health issues, most probably due to a lack of vitamin K2 (MK7) intake from natto. J-Oil mills then developed, as far as we know, the world’s first fermentation technology to manufacture vitamin K2 (MK7) by a natural natto-producing strain. It is made from a fermentation process with a Natto producing strain together with plant-based media, then vitamin K2 MK-7 is extracted and purified with edible oil oriented-technology.
Health E-Insights: Your vitamin K2 MK-7 ingredient tagline is The Japanese Original. Please explain.
Asari: Yes, it does mean natto is the original Japanese food with a sustainable history of more than 1,000 years. We are also the original manufacturer of vitamin K2 (MK-7) from the natto strain in Japan, the birthplace of natto. And the entire production process from fermentation to extraction, as well as purification, is conducted in Japan. That is why we created, with the help of our brand marketing team, the tagline, The Japanese Original.
Health E-Insights: Do you have clinical studies?
Asari: Yes. We have supplied product samples to researchers globally who have used our K2 (MK-7) for more than 25 years in their studies. We have also conducted our own clinical studies. A 2015 study was designed to prove dose-dependent benefits of menatto’s osteocalcin activation for the subjects of a vitamin K2 controlled diet. It offered a clear result based on the doses of 50 mcg, 100 mcg, 200 mcg, and activated osteocalcin significantly and was dose dependent.
Health E-Insights: There is a lot of K2 MK-7 competition. What advantages does your ingredient offer?
Asari: Yes, there are many suppliers, but we believe we have several advantages. As previously stated, since 1997, we have commercialized vitamin K2 (MK-7). And as one of the leading edible oil companies in Japan, we have supplied it globally for more than 20 years. We believe this is the longest ingredient history among MK-7 manufacturers. Next, major clinical studies for bioavailability, bone health, and cardiovascular health between 2000 and 2015 have been conducted using our vitamin K2 (MK-7), so we believe menatto is one of the most proven sources of MK-7. Lastly, the entire process of production is performed in Japan with full traceability from raw material evaluation and procurement to the final quality control process.
It is produced in the Asaba factory in the Shizuoka district where Mt. Fuji is located. We feel this adds to our belief that vitamin K2 (MK-7) from J-Oil Mills is truly the original Japanese vitamin K2 (MK-7) made in the shadow of Mt. Fuji.
Health E-Insights: Is your ingredient currently being distributed in the U.S.?
Asari: Yes. While menatto is a newly introduced brand name, our ingredient has been distributed in the U.S. for many years, primarily by PLT Health Solutions.
Health E-Insights: Where will the most significant growth occur in what you call your “business unit” in the next few years?
Asari: One of the growth areas may occur in the health-related category. Our plant-based food related business will be another growth area. Most people on plant-based diets are not aware of a potential vitamin K2 deficiency. We feel menatto, as a vegetarian ingredient, could be a good companion to add to product formulations and a conventional plant-based diet.
Health E-Insights: What are the top three metrics to which your company pays the closest attention?
Asari: Two metrics are sustainability and taste. Our technology contributes to a sustainable society with low environmental impact as well as an abundant and nourishing food supply. Another metric is health, as we are one of the leading edible oil companies in Japan, and fortunately the perception of edible oil has changed to where a well-balanced diet of edible oils such as omega-3, omega-6, and omega-9 contributes to good health. Furthermore, our portfolio of oil-soluble vitamins such as menatto vitamin K2 (MK-7) or plant oil-based tocopherol may contribute to this metric as well.
Health E-Insights: Looking ahead to the new year, what are your business goals?
Asari: My goal for 2022 is to start positioning menatto as a known global brand and grow awareness in the nutraceutical industry as well as to the consumer marketplace. It is a challenge, because most people in the nutraceutical industry do not know we have been commercializing vitamin K2 for many years. But with our ingredient branding in place, and a strong marketing team behind me, it is a challenge I am up for.
Sheldon Baker is chief executive officer of Baker Dillon Group LLC and has created numerous nutraceutical brand marketing communications and public relations campaigns for well-known supplement and food industry companies. For Health E-Insights interview consideration or brand marketing consulting, contact him at SBaker@BakerDillon.com.
Health E-Insights: Please provide some background about J-Oil Mills, Inc.
Asari: J-Oil Mills, Inc. was established in 2004 from the merger of three oil and fat manufacturers—Honen Corporation, Ajinomoto Oil Mills Co., Inc., and Yoshihara Oil Mill, Ltd. Each company has a long history, dating as far back as the 1820s during the Bunsei era. We have provided a variety of values to society through products and services by combining the know-how and strengths cultivated by each company over 190 years of our history to create synergistic effects.
Health E-Insights: How is menatto developed and what is it made from?
Asari: Our menatto was developed in 1997 when Japanese researchers started to find a benefit of vitamin K2 (MK7) containing natto and the co-relationship between natto consumption and bone-related health issues among Japanese citizens. The researchers found the less natto consumption the more bone health issues, most probably due to a lack of vitamin K2 (MK7) intake from natto. J-Oil mills then developed, as far as we know, the world’s first fermentation technology to manufacture vitamin K2 (MK7) by a natural natto-producing strain. It is made from a fermentation process with a Natto producing strain together with plant-based media, then vitamin K2 MK-7 is extracted and purified with edible oil oriented-technology.
Health E-Insights: Your vitamin K2 MK-7 ingredient tagline is The Japanese Original. Please explain.
Asari: Yes, it does mean natto is the original Japanese food with a sustainable history of more than 1,000 years. We are also the original manufacturer of vitamin K2 (MK-7) from the natto strain in Japan, the birthplace of natto. And the entire production process from fermentation to extraction, as well as purification, is conducted in Japan. That is why we created, with the help of our brand marketing team, the tagline, The Japanese Original.
Health E-Insights: Do you have clinical studies?
Asari: Yes. We have supplied product samples to researchers globally who have used our K2 (MK-7) for more than 25 years in their studies. We have also conducted our own clinical studies. A 2015 study was designed to prove dose-dependent benefits of menatto’s osteocalcin activation for the subjects of a vitamin K2 controlled diet. It offered a clear result based on the doses of 50 mcg, 100 mcg, 200 mcg, and activated osteocalcin significantly and was dose dependent.
Health E-Insights: There is a lot of K2 MK-7 competition. What advantages does your ingredient offer?
Asari: Yes, there are many suppliers, but we believe we have several advantages. As previously stated, since 1997, we have commercialized vitamin K2 (MK-7). And as one of the leading edible oil companies in Japan, we have supplied it globally for more than 20 years. We believe this is the longest ingredient history among MK-7 manufacturers. Next, major clinical studies for bioavailability, bone health, and cardiovascular health between 2000 and 2015 have been conducted using our vitamin K2 (MK-7), so we believe menatto is one of the most proven sources of MK-7. Lastly, the entire process of production is performed in Japan with full traceability from raw material evaluation and procurement to the final quality control process.
It is produced in the Asaba factory in the Shizuoka district where Mt. Fuji is located. We feel this adds to our belief that vitamin K2 (MK-7) from J-Oil Mills is truly the original Japanese vitamin K2 (MK-7) made in the shadow of Mt. Fuji.
Health E-Insights: Is your ingredient currently being distributed in the U.S.?
Asari: Yes. While menatto is a newly introduced brand name, our ingredient has been distributed in the U.S. for many years, primarily by PLT Health Solutions.
Health E-Insights: Where will the most significant growth occur in what you call your “business unit” in the next few years?
Asari: One of the growth areas may occur in the health-related category. Our plant-based food related business will be another growth area. Most people on plant-based diets are not aware of a potential vitamin K2 deficiency. We feel menatto, as a vegetarian ingredient, could be a good companion to add to product formulations and a conventional plant-based diet.
Health E-Insights: What are the top three metrics to which your company pays the closest attention?
Asari: Two metrics are sustainability and taste. Our technology contributes to a sustainable society with low environmental impact as well as an abundant and nourishing food supply. Another metric is health, as we are one of the leading edible oil companies in Japan, and fortunately the perception of edible oil has changed to where a well-balanced diet of edible oils such as omega-3, omega-6, and omega-9 contributes to good health. Furthermore, our portfolio of oil-soluble vitamins such as menatto vitamin K2 (MK-7) or plant oil-based tocopherol may contribute to this metric as well.
Health E-Insights: Looking ahead to the new year, what are your business goals?
Asari: My goal for 2022 is to start positioning menatto as a known global brand and grow awareness in the nutraceutical industry as well as to the consumer marketplace. It is a challenge, because most people in the nutraceutical industry do not know we have been commercializing vitamin K2 for many years. But with our ingredient branding in place, and a strong marketing team behind me, it is a challenge I am up for.
Sheldon Baker is chief executive officer of Baker Dillon Group LLC and has created numerous nutraceutical brand marketing communications and public relations campaigns for well-known supplement and food industry companies. For Health E-Insights interview consideration or brand marketing consulting, contact him at SBaker@BakerDillon.com.
