「お〜いお茶」ヨーロッパ進出！“環境規制”と“嗜好の違い”を乗り越えられるか？【ガイアの夜明け】

▼The full version is now streaming on "TV Tokyo BIZ" (free trial)▼ https://txbiz.tv-tokyo.co.jp/gaia/vod... ▼An episode that didn't make it into the main program: "No. 1 Green Tea's 'European Conquest Mission'"▼ https://txbiz.tv-tokyo.co.jp/gaia/vod... ▼Register for a "TV Tokyo BIZ" membership here (free trial)▼ https://txbiz.tv-tokyo.co.jp/lp/?utm_... We buy and drink one plastic bottle of tea and other soft drinks every day, amounting to more than 186 liters per year. However, today's consumers choose beverages based on a variety of criteria, including functionality, safety, and environmental friendliness, in addition to taste and price, forcing manufacturers to adapt. Ito En, the tea beverage leader, is targeting the European market, following North America and Asia. However, environmental regulations are particularly strict in Europe, and there is no tradition of drinking unsweetened green tea, so there were various challenges to popularizing it. Meanwhile, the coffee chain Starbucks has begun an experiment using coffee grounds. What is Starbucks' strategy that also involves the local community? We take a look at the forefront of a business that uses the SDGs as a weapon. #ItoEn #OiOcha #GreenTea #OverseasExpansion #Europe #BeverageManufacturer #SDGs #GaiaNoYoake #TVTokyoBIZ