Social Contribution Activities

Our Approach to Initiatives for Better Society

As a company involved in food and dietary that are indispensable to people's lives, the Kewpie Group is committed to helping realize healthy and affluent lifestyles.
To this end, we are engaged in initiatives for better society based on the pillars of long-term continuity, serving as many people as possible, and building strong community ties. Aiming for further developing together with communities, we engage in initiatives that lead to vibrant local communities through collaboration with local governments, local NGOs, NPOs, and other organizations.

QPeace Donation-Matching Scheme

The Kewpie Group introduced the QPeace donation-matching scheme in fiscal 2008 to encourage employees to donate to organizations addressing social issues. Recipient organizations are nominated by employees and decided by a selection committee made up of volunteers. In fiscal 2021, 26 group companies participated in the scheme and donated to 11 social and environmental organizations dealing with children, the environment, and food. The scheme provides an opportunity for employees to take a greater interest in social issues.

How the QPeace Scheme Works

1.Employees nominate organizations they would like to support. Project members, who are employee volunteers, screen nominations and select recipients with the assistance of the secretariat.
2.Employees wishing to participate have donations deducted from their monthly remuneration in 100-yen units, and these donations go into the QPeace reserve.
3.The company matches the sum of donations in the reserve.
4.Donations are sent to each social/environmental organization.

Community Ties

The Kewpie Group cooperates with local governments to resolve community issues.

Comprehensive Partnership Agreements

When Signed	Group	Partner Local Government	Objectives and Major Initiatives
Sep 2023	Kewpie	Nishio City, Aichi Prefecture	By promoting cooperation that makes effective use of the resources of both parties, to respond promptly and appropriately to various regional issues, and to advance health promotion and local revitalization Activities to increase food-related interest and knowledge among children at school lunches at elementary schools in the city Aichi Minna no Salad (Everyone's Salad) Project events held to create opportunities to enjoy delicious salads even when eating out Awareness-raising activities about local vegetables and local production for local consumption, through tie-ups with supermarkets based in Nishio
Feb 2019	Kewpie	Yamagata Prefecture	To promote regional development with the aim of revitalizing communities and improving the quality of life of citizens Holding classes on mayonnaise in prefectural elementary schools Carrying out "Less Salt, More Veggies" projects in collaboration with the delicatessen foods departments of local supermarkets
Mar 2018	Kewpie	Hiroshima City, Hiroshima Prefecture	To promote regional development with the aim of revitalizing communities and improving the quality of life of citizens Proposed "Hiroshima Salad" combining local ingredients and protein in collaboration with Hiroshima Prefecture, Hiroshima City, and JA Zen-Noh Hiroshima
Dec 2016	Kewpie	Shibuya Ward, Tokyo	To achieve better coexistence with society and the local community by addressing local community issues and promoting new initiatives Conducting a joint study with the Tokyo Metropolitan Geriatric Hospital and Institute of Gerontology on how much vegetables and proteins such as eggs, which prevent frailty, are consumed by Shibuya-ku residents We participated in the Shibuya Disaster Risk Reduction Caravan, a comprehensive emergency drill in Shibuya City. Workshops at Shibuya Mottainai Market
Mar 2013	AOHATA	Hiroshima Prefecture	To promote a wide range of initiatives in order to improve services for local residents and revitalize the regional economy, including developing original products made in Hiroshima Prefecture, promoting tourism, improving services for local residents, and conducting activities related to health improvements, food education, and regional safety and security Providing food products to Hiroshima Prefecture's "Breakfast Promotion Model Project," which is organized by community volunteers who encourage elementary school children to gather before school and eat breakfast Reviewing menus and providing food products to Hiroshima Prefecture's "Hiroshima School Lunch Promotion Project," which invites the public to submit school lunch menus unique to Hiroshima and prepares the menus that are selected

Other initiatives with local governments

Partner Local Government	Objectives and Major Initiatives
Fukushima Prefecture	Runs a social contribution program on the theme of "Smiles at Fukushima dinner tables!", which goes beyond existing "Mayonnaise Classes" to focus on building a cycle of local consumption of vegetables produced in Fukushima and using that cycle to create new eating scenarios.
Aichi Prefecture	We partnered with local governments and experts to launch the Aichi Minna no Salad (Everyone's Salad) Project and established an executive committee in August 2018. The resulting idea was a dish called “Aichi Salad Rice Bowl,” which combines three features that are popular for Aichi residents (delicious umami flavor, satisfying sense of fullness, and an element of surprise). Restaurants across the prefecture are being encouraged to serve it (as of January 2024, 170 restaurants were supporting the project and 50 served the dish).

Partner Local Government

Objectives and Major Initiatives

Fukushima Prefecture

Runs a social contribution program on the theme of "Smiles at Fukushima dinner tables!", which goes beyond existing "Mayonnaise Classes" to focus on building a cycle of local consumption of vegetables produced in Fukushima and using that cycle to create new eating scenarios.

Aichi Prefecture

We partnered with local governments and experts to launch the Aichi Minna no Salad (Everyone's Salad) Project and established an executive committee in August 2018. The resulting idea was a dish called “Aichi Salad Rice Bowl,” which combines three features that are popular for Aichi residents (delicious umami flavor, satisfying sense of fullness, and an element of surprise). Restaurants across the prefecture are being encouraged to serve it (as of January 2024, 170 restaurants were supporting the project and 50 served the dish).

Launch of Local Paysanne Salad^* Campaign in 47 Prefectures across Japan

In 2023, Kewpie and the National Federation of Agricultural Cooperative Associations (also known as Zen-Noh or JA) will jointly launch Local Paysanne Salad campaigns using local ingredients from all over Japan.
In each region, Kewpie branches and sales offices and JA prefectural headquarters will cooperate to promote the locally distinguished paysanne salads and local ingredients for them, in cooperation with local mass retailers and local governments.
Through these campaigns, we will propose new ways to prepare local vegetables, support the consumption of vegetables, and help create vibrant local communities through local production for local consumption.

*What is a "paysanne" salad?
Paysanne salad refers to casual-style country salads that are popular in France and feature ingredients such as vegetables and eggs.
They are easy to prepare with common ingredients and known for being delightful to eat.

Clean-up Activities

We carry out voluntary clean-up activities in the areas around all of our facilities. Kewpie employees also take part in regular clean-ups of local riversides and shopping precincts.

Aohata Corporation: Participation in the Adopt Program

The comprehensive partnership agreement signed between Aohata Corporation and Hiroshima Prefecture includes a promise to engage in "environmental measures and recycling" efforts. As part of the initiative, Aohata joined the prefecture's Road Adopt Program^* in 2013 and was certified by Hiroshima Prefecture as a participating organization. The company has been engaged in the project's activities ever since.
Aohata's main office is located on the prefectural road (Higashi-Hiroshima Hongo Tadanoumi Line) in front of Tadano-Umi Station. The company conducts cleanup activities along the road around five to six times a year. The road is marked by a board inscribed with "Aohata Corporation."
Although the cleanup members don't find much trash, those that they do find empty cans, plastic bags and cigarette butts. In addition to picking up trash, they also pull weeds growing on the sidewalk.
People passing by greet the members and thank them for their work, which shows that the initiative is strengthening the company's bond with the local community.
Aohata plans to continue engaging in Adopt Program activities so that its members and community residents alike can enjoy clean roads.

* The Adopt Program allows residents and organizations to adopt sections of public areas and take loving care of them (such as by cleaning and weeding) as if caring for adopted children.

Initiatives for better society in countries other than Japan

At Kewpie Thailand (KEWPIE (THAILAND) CO., LTD.), 2% of profits are budgeted for carrying out activities along the three themes of "the Environment," "Community Contribution" and "Support for Children." This is also in line with the corporate policy of the Saha Group, our local joint venture.

Major Initiatives

Photovoltaic system operation, water recycling, biomass fuel use promotion
Tree planting to preserve water sources (20,000 trees in 2023)
Making compost from organic waste and providing it to nearby residents
Supporting school attendance by employees' children
Supporting library and playground equipment upgrades for nearby elementary schools
Installing/ maintaining drinking water sanitation facilities

Library remodeling support

Improved playground equipment at an elementary school

Other Initiatives for Better Society

Cultural Contribution

Through art and cultural activities such as song and dance, we will continue to support a happy and healthy lifestyle for all ages.

Mothers' Chorus

Kewpie cosponsors the JCA Mothers' Chorus Festival (organized by the Japan Choral Association [JCA] and the Asahi Shimbun Company) and the Okinawa Mothers' Chorus Festival (organized by the Okinawa Mothers' Chorus Association and the Ryukyu Shimpo Co., Ltd.). These festivals give mothers who are usually busy with chores and work the opportunity to enjoy singing in choirs. We support mothers who ensure the health and happiness of their families.

JCA Mothers' Chorus Festival

Each year some 600 choirs take part in regional festivals around Japan. About 60 choirs are selected to attend a national festival held in a major city, where they showcase the results of their regular practice. This provides an unparalleled performance forum for mothers' chorus enthusiasts.

History of the Mothers' Chorus Festival

This event dates back to 1978, when JCA and the Asahi Shimbun organized the 1st Mothers' Chorus Festival based on the belief of Mr. Kan Ishii, who was JCA President at the time, that mothers needed knowledge of the arts to create healthy households.
Since then, the number of participating choirs has steadily increased, and the festival is now a large-scale event with approximately 600 groups participating in the regional festivals held from March to July each year.

Okinawa Mothers' Chorus Festival

The origins of the Okinawa Mothers' Chorus Festival date back to an event held in 1979 to promote "the joy of singing." Initially it was a small gathering where singers stepped down from the stage after performing to sit in the audience and listen to the next choir. As time went by, the concept spread throughout Okinawa and grew into a splendid cultural activity that brings together lovers of choral music. Its popularity has been boosted by the rising standards of the choirs performing and the inclusion of many Okinawan songs.

History of the Okinawa Mothers' Chorus Festival

Thinking that if there was a mothers' volleyball league it was only proper to have a mothers' chorus festival, the late Mr. Asataro Nakasato, who was the first president of the Okinawa Mothers' Chorus Association, joined with former advisor Mr. Yokichi Hatoma, former president Ms. Yuki Niijima, and Ms. Tamiko Shibata, a resident of Hyogo Prefecture, to take the lead in organizing a social recital by five choirs in the Naha central community center on February 14, 1979, and this formed the basis of today's Okinawa Mothers' Chorus Festival. The following year they invited then-JCA President Mr. Kan Ishii to attend the 1st Okinawa Mothers' Chorus Festival, held in Ryukyu Shimpo Hall on March 1, 1980, which was a significant first step towards establishing an ongoing event. Since then, the scope of participation has spread from Naha throughout Okinawa, and the association now holds regular choral lessons and conductors' courses to give something back to participating choirs, and is working to build a more cohesive organization and polish performance techniques.

All-Japan Elementary and Junior-High School Student Dance Competition

Kewpie also co-sponsors the All-Japan Elementary and Junior-High School Student Dance Competition (organized by the Asahi Shimbun Company).
Rhythm dance has been incorporated into school education and club activities in elementary and junior high schools and has shown great promise as a tool for developing students' rhythm, self-expression, creativity, and communication skills, as well as physical fitness. Kewpie will continue to support the healthy growth of children who work hard at their dancing through food, a source of energy.

History of the Japan Dance Concours

In 2014, the scale of the competition expanded with the creation of block competitions (East and West Japan) and a national competition. It is now one of the largest dance competitions in Japan, with a total of over 3,600 elementary and junior high school students participating in the four block competitions and the national competition.
In 2023, its eleventh year, the Concours attracted a record 327 teams and about 3,800 participants. Among them, 52 teams and about 800 elementary and junior high school students who did particularly well in block competitions participated in the national competition and showed the results of their practice.

Education Support Activities

As part of its educational support activities, Aohata Corporation delivers presentations and lectures and runs jam-making training in high schools and universities, as well as accepting student interns to provide them with a better understanding of the importance and challenges of work. Donations from Aohata have also formed the basis for establishing the Aohata Scholarship Fund in Takehara, Hiroshima Prefecture, where the company's head office is located. This grant scheme awards scholarships to two new students each year.
Kewpie and Kewpie Egg Corporation have been holding "Egg Seminars" for general consumers at supermarkets and sports gyms since 2017. The seminars aim to spread awareness of the nutritional value and health function of eggs. We also publish the "Egg White Paper," which summarizes survey results on public egg perception, ways of eating eggs and an analysis of trends. Our goal is to provide readers with correct egg information and recommend fun ways of enjoying egg dishes.

Joint Research Lecture

In collaboration with a university, we have established a joint research course with the main theme of elucidating the deliciousness of eggs.

Ecocap Movement

Since 2015, Kewpie Ai Co., Ltd. has been amassing the plastic bottle caps collected at Kewpie Group offices in Tokyo and handing them over to NPOs as Ecocaps to support vaccinations in developing countries.

FY2023 Collection Results

Weight:	Number of caps:	Donations received:	Number of people vaccinated:
266kg	114,232	2,652 yen	133

School Uniform Reuse Activity

Since 2020, we have been participating in the "School Uniform Reuse Shop Sakuraya" for families and children who cannot afford to buy school uniforms and school supplies.
The Kewpie Group set up collection boxes at the Sengawa Kewport and Shibuya offices for a limited time to collect uniforms.