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1960s
In August 1966, Ito En's predecessor, the Frontier Tea Corporation, is established in Shizuoka City, Shizuoka Prefecture in Japan. The first sales branch is opened two years later, in February 1968, in Yokohama City.The company takes on its current name in May 1969. 1970s
The decade sees Ito En's expansion in the areas of technology, sales, and trade while the company becomes more established throughout Japan. In July 1971, Ito En, Ltd. moves its corporate headquarters to the centrally located Shinjuku Ward in Tokyo. ITO EN begins to develop and employ of new technology in the tea industry. In 1972, Ito En introduces high-speed automatic wrapping equipment to increase efficiency, while developing vacuum pack technology to preserve the freshness of green tea. The first of ITO EN's speciality tea stores, Chajuttoku-meaning "The Ten Virtues of Tea" in Japanese, is launched in Yokohama City, Kanagawa Prefecture. ITO EN accomplishes a trade first by becoming the first company to import oolong tea into Japan. Sales of oolong tea subsequently commence. 1980s
The eighties see a period of exciting expansion and development for ITO EN. Most notable is the company's entry into Japan's beverage market, starting with canned oolong tea in 1981. Four year later, in September 1985, ITO EN becomes the first beverage company to successfully produce canned green tea. The product is considered to be so remarkable that is awarded the title "Outstanding Product of the Year" by the newspaper Nihon Keizai Shinbun. Over the rest of the decade, the product is refined with new technological developments. ITO EN is subsequently awarded with the Henmi Prize by the Japan Canners Association in 1989. During the same period, science and technology come more and more to the forefront at ITO EN. Established on the cutting-edge, the Central Research Institute is launched at the Sagara Plant. ITO EN also begins to expand overseas with its first overseas branch. Established in Honolulu, Hawaii in 1987, ITO EN USA Inc. is to play a key role in the company's involvement in foreign markets. 1990s
During the nineties, ITO EN builds upon its successes in the previous decade while expanding into new areas.In 1992, the company establishes its new headquarters in Tokyo's Shibuya ward. ITO EN maintains its overseas outlook and establishes three new branches abroad. In 1994, ITO EN Australia Pty Ltd. is established in Australia's Victoria State. The new company's emphasis is green tea sales and production. The same year, ITO EN begins a joint venture with Ningbo Shunyi Tea Products Co., Ltd in Zhejiang Province, China, to produce and export green tea leaves for the Japanese market. In 1998, Fujian New Oolong Drink Co., Ltd. is established to export authentic oolong tea leaves into Japan as well. Research and development continue to reach new heights. ITO EN achieves a technological breakthrough in the form of its Natural Clear Method, which allows the company to successfully manufacture green tea in plastic PET bottle. In 1996, the company receives a patent for the production method. Eager to share its research on green tea, ITO EN begins to collaborate with the M.D. Anderson Cancer Center at the University of Texas in 1997. The ensuing research focuses on the possible cancer-preventing properties in green tea. ITO EN's broad success garners the attention of the Japanese finance industry. In 1998, the company advances to the first section of the Tokyo Stock Exchange. After one year, the stock exchange declares ITO EN a "Superior Financial Disclosure Company". 2000s
Well recognized in Japan and abroad, ITO EN decides to enter the North American market by establishing ITO EN (North America) Inc. The new division is to introduce green tea culture into the market through bottled beverages as well as retail and restaurant divisions. |
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