Building the Senbonmatsu Farm brand and developing industrial tourism
First written in FY2016. 17 of 19 entries say "Advanced", first in FY2017. Latest entry: 2026-04-28.
No other company in this theme has enough history to compare yet.
- 2026-04-28AdvancedEarnings
「Visitor numbers increased after the farm shop and farm restaurant were renovated in October 2024 and celebrated their grand reopening in April 2025.」
The company reports that the renovation of Senbonmatsu Farm was completed and that its branding initiatives led to higher visitor numbers and revenue. - FY2025AdvancedAnnual report
「In October 2024, the company reopened the Senbonmatsu Farm restaurant and shop building, and in April 2025 completed a landscape on the site of the former facilities where visitors can enjoy the open atmosphere of Nasu Senbonmatsu Farm, culminating in the grand opening.」
As a major initiative under Senbonmatsu Renaissance, the company completed the renovation of the restaurant and shop building and landscaping on the site of the former facilities, and held the grand opening in April 2025. - FY2025-H1AdvancedAnnual report
「At its tourist facilities, the Farm Shop (concession stand) and Farm Restaurant, which reopened after renovations in October 2024, have been well received and attracted attention in numerous media outlets.」
The renovation of the Farm Shop and Farm Restaurant, a major initiative to strengthen the Senbonmatsu Farm brand, was completed in October 2024, generating favorable responses and media exposure. - FY2024AdvancedAnnual report
「The new restaurant and shop building, on which construction began in December 2023, was completed in September 2024 and is scheduled to reopen after renovation in October 2024.」
The company completed construction of the new restaurant and shop building, a major initiative under Senbonmatsu Renaissance and for enhancing the farm brand's value, and proceeded to its reopening. - FY2024-Q2AdvancedAnnual report
「In December 2023, the company also began renovation work on the restaurant and shop building, its most important initiative for the current fiscal year, and is proceeding in a planned manner while continuing operations and prioritizing safety.」
To enhance the value of the Senbonmatsu Farm brand, the company began renovation work on the restaurant and shop building, designated as its most important initiative, in December 2023, and is proceeding while continuing operations and ensuring safety. - FY2024-Q1AdvancedAnnual report
「In December 2023, the company also began renovation work on the restaurant and shop building, its most important initiative for the current fiscal year, while continuing operations and making safety its top priority.」
As the next phase of Senbonmatsu Renaissance and efforts to enhance the farm brand's value, the company began renovation work on the restaurant and shop building in December 2023. - FY2023AdvancedAnnual report
「A new facility that will serve as the strategic foundation for enhancing the value of the Senbonmatsu Farm brand, while allowing visitors to enjoy the extensive farm's lush greenery, scenery and open atmosphere and taking environmental considerations into account, is planned to open in October 2024.」
As the next phase of Senbonmatsu Renaissance, the company plans to open a new facility centered on a restaurant and shop building in October 2024. - FY2023-Q3AdvancedAnnual report
「At the facilities, as part of Senbonmatsu Renaissance, the company enhanced the Animal Interaction Plaza, newly established a private dog run, added wall-art decorations, and launched new in-house products at the shop, including The PURE MILK Ice-cream, milk cheesecake and ricotta cheese」
As concrete measures under Senbonmatsu Renaissance, the company expanded its facilities, established a private dog run, added decorations, and launched new in-house products. - FY2023-Q2AdvancedAnnual report
「In February, the company also opened a new soft-serve ice cream shop at the Joyful Honda Chiba New Town store in Inzai, Chiba, which has been well received by many customers.」
In February, the company established a soft-serve ice cream shop at the Joyful Honda Chiba New Town store as a sales channel and customer-experience hub for the Senbonmatsu Farm brand. - FY2023-Q1AdvancedAnnual report
「Visitor numbers at the tourism facilities exceeded the same period of the previous year, reflecting the effects of promotion through various media and the nationwide travel-support program. At the facilities, the company continued developing a farm where visitors could enjoy themselves safely and securely by installing seasonal decorations for Halloween and Christmas illuminations, renewing Baumkuchen and ice cream, improving the restaurant menu, and introducing children's bicycles, resulting in higher revenue at the tourism facilities year on year.」
The company advanced measures to enhance the farm's brand and experiential value through media promotion, seasonal decorations, refreshed products and menus, and the introduction of children's bicycles, and states that the tourism facilities generated higher revenue. - FY2022AdvancedAnnual report
「Under the new farm concept, “PURE MILK FARM,” we enhanced the local products section and restaurant menu, added spaces where visitors could interact with animals, introduced a queue management machine at the restaurant to eliminate waiting lines, and improved the grounds. By creating a farm where visitors could enjoy themselves with greater peace of mind while avoiding crowded conditions, tourism facility revenue increased from the previous fiscal year.」
The company states that, under the “PURE MILK FARM” brand, it expanded its products, facilities and customer-service offerings, resulting in higher revenue at the tourism facilities year on year. - FY2022-Q2AdvancedAnnual report
「Under the new farm concept, “PURE MILK FARM,” initiatives including enhancing the local-products section and seasonal products, expanding restaurant offerings such as drink sets, and improving the landscape by refurbishing aging facilities were well received by visitors. In February 2022, a new soft-serve ice cream shop opened at the Joyful Honda Mizuho store in Mizuho, Nishitama District, Tokyo, allowing customers to enjoy Senbonmatsu Farm's signature soft-serve ice cream casually, and it continues to be patronized by many customers.」
Under the “PURE MILK FARM” concept, the company refreshed its products and facilities and opened a new soft-serve ice cream shop in February 2022. - FY2021AdvancedAnnual report
「Specifically, using pure, safe raw milk as the source of Senbonmatsu Farm's brand value, the company adopted a new brand concept, “PURE MILK FARM,” for the fiscal year ending September 2021. Based on this new concept, it refreshed the logo and renovated product packaging, refurbished facilities including the gates and open spaces in the tourism area to create a brighter, more open atmosphere that gives visitors a stronger sense of being at a farm, and reopened the Grill House and Farm Restaurant after renovation.」
The Senbonmatsu Farm brand was given concrete form as “PURE MILK FARM,” with the logo and product packaging refreshed and the tourism area and food-service facilities renovated and reopened. - FY2020AdvancedAnnual report
「Revitalization of the Senbonmatsu business (Senbonmatsu Renaissance), and strengthening the brand by expanding the practice of circular dairy farming at Senbonmatsu, which has been pursued for many years」
The company is giving concrete form to the development of the Senbonmatsu Farm brand and its transformation into an industrial tourism destination by strengthening the brand through Senbonmatsu Renaissance and the expansion of circular dairy farming. - FY2018RestatedAnnual report
「While working to communicate the history and traditions of Senbonmatsu Farm, its magnificent natural setting and integrated production through various media and social media, in May the Japan Heritage application undertaken with Nasushiobara City, including Senbonmatsu Farm, was certified by the Agency for Cultural Affairs as “The Future Envisioned by Meiji Aristocrats: A Romantic Tale of the Development of Nasunogahara,” further raising the brand profile and awareness of Senbonmatsu Farm.」
The company continues efforts to raise brand recognition and awareness through communications via media and social media and through Japan Heritage certification. - FY2018-Q3AdvancedAnnual report
「While working to communicate the history and traditions of Senbonmatsu Farm, its magnificent natural setting and integrated production through various media and social media, in May the Japan Heritage application undertaken with Nasushiobara City, including Senbonmatsu Farm, was certified by the Agency for Cultural Affairs as “The Future Envisioned by Meiji Aristocrats: A Romantic Tale of the Development of Nasunogahara,” further raising the brand profile and awareness of Senbonmatsu Farm.」
The company states that the Japan Heritage application undertaken with Nasushiobara City was certified by the Agency for Cultural Affairs in May, contributing to higher brand recognition and awareness of Senbonmatsu Farm. - FY2018-Q2AdvancedAnnual report
「To enhance the brand image of 千本松牧場, including its history and tradition dating back to its establishment by the Meiji-era statesman Matsukata Masayoshi, its magnificent natural surroundings, including vast pastureland, and its integrated production using safe and reliable raw materials, we worked to improve recognition and favorability among customers and business partners by strengthening exposure in various media in addition to disseminating information through the website, SNS and other channels.」
To enhance the Senbonmatsu Farm brand image, the company is strengthening communications through its website and social media, as well as media exposure, to improve awareness and favorability. - FY2017AdvancedAnnual report
「By promoting the development of a sixth-sector business and comprehensive branding, we will seek to build the 千本松牧場 brand, optimize the allocation of management resources to develop industrial tourism, improve business efficiency, and restore business performance promptly.」
The existing efforts to build the brand and develop industrial tourism have been expanded into the specific framework of developing a sixth-sector business and comprehensive branding. - FY2016First statedAnnual report
「We will seek to optimize the allocation of management resources to build the 千本松牧場 brand and develop industrial tourism, improve business efficiency, and restore business performance promptly.」
The company aims to restore business performance by leveraging the appeal of an integrated production system, tradition and nature, building the brand and developing industrial tourism, and optimizing the allocation of management resources.