HoneyBaked Ham Japan Launch

OmniChannel Launch in First-Ever International Market

While HBH is no longer in Japan, we still receive calls and emails during holidays.

The Origin Story:

It all started with a recognized market need and a consumer rallying cry: “Japan has all the best food in the world…except ham. Where can we get good ham?” This was the inspiration for us to launch the business. With that, Paul Kraft and Japanese financial firm FinTech, Inc. partnered to bring HoneyBaked Ham to Japan - its first-ever international market.

On day one, we purchased the CEO’s email address for $1.50, and began year-long discussions with this venerable brand run by a third-generation family.

The Work:

  • Founded a Japanese company and negotiated country exclusive licensing agreement to launch HoneyBaked Ham in Japan

  • Delivered $1MM+ Y2 revenue through an omnichannel approach with direct e-commerce, foodservice and high-end food retail

  • Delivered first monthly profit after 13 months without significant advertising or a formal retail presence

  • Achieved more than double our goal by acquiring 100+ foodservice customers — cafes, restaurants, and luxury hotels

  • Secured bilingual digital footprint with over 1,000 web customers, 2,000 email addresses and 5,000 Facebook followers

  • Achieved unprecedented PR launch coverage, including seven TV programs, four radio shows, 20 print, and transit mentions

  • Developed and executed co-marketing programs with Jim Beam, Molson Coors, Staub/Henkel, and One Piece/Tokyo Tower

Lessons were learned

Ultimately, the financials wouldn’t work, and the business was discontinued. We thought we had everything covered. All of the challenges were correctly identified: Competition for and cost of real estate, exacting consumer tastes, maintaining mindshare, navigating seasonalities, and more. In the end, we had to make the call to discontinue the operation.

The takeaway: “Doing the common, uncommonly well” is a great base for success in the food business.

Honey Baked Ham Co.

World Business Satellite: Japan’s #1 News Program

Influencer Launch Party

A gathering of notable and eclectic members of the media and online influencer world lead to a perfect kickoff.

Sukkiri is a very popular news program in Japan

Exposure to 12m Tokyoites

The Yamanote line is the eponymous route that encircles Tokyo. A partnership with Sapporo drove significant traffic.