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To Create Harmony with Customers and Partners: Products and Services

Voluntary Declaration toward Consumer Orientation

  • April 2017
  • Takeshi Niinami
  • President, and Chief Executive Officer, Member of the Board, Representative Director, Suntory Holdings Ltd.


Under the corporate mission of “To create harmony with people and nature,” we will offer products and services that pursue highest quality and enrich the lifestyles of people around the world and contribute in realizing a sustainable natural environment. We strive to be a Growing for Good company that is a good corporate citizen and trusted by the consumers following this corporate mission.

Initiative Policies

  1. (1)
    We will offer products and services that create harmony with the consumers

    The Suntory Group values bilateral communication with consumers based on the consumer satisfaction first mentality. We respond sincerely to the opinions and requests that we receive from the consumers. We are strengthening initiatives that connect to developing and improving better products and services.

  2. (2)
    We will pursue safety and reliability from consumers' standpoint

    Grounded in the Suntory Group All for the Quality Policy, we will continually work to maintain and improve quality in all of our processes, from planning and development of products and services to material procurement such as water, agricultural products and packaging to manufacture, distribution, sales, and services. The Quality Assurance Committee has been entrusted with promotion of quality management throughout the entire Group to thoroughly improve the value of products and services as well as prevent the occurrence of quality risks.

  3. (3)
    We will utilize consumer feedback in our business activities

    We share the invaluable information and opinions received from our consumers quickly throughout the Group to reflect that feedback in our corporate activities and the actions of our employees from improving products and services to strengthening risk management.

  4. (4)
    We will strive to provide information to the consumers

    We are promoting accurate indicators and easy to understand expressions for the labeling of our products, promotional materials and advertisements. We also work to enhance information on our websites for consumers themselves to search for online in addition to the communication received through the Customer Center such as telephone calls, letters, and e-mails. We will provide easy to understand information so that consumers can understand our approach to quality.

  5. (5)
    We will nurture corporate culture and awareness take action from the viewpoint of consumers

    The Suntory Group will continue its Consumer Satisfaction Cultivation Activities in our attempt to nurture a corporate culture in which all of our employees keep the viewpoint of consumers in mind in their work. We hold training programs for all employees, including those in divisions that have few opportunities to hear the views expressed directly by the consumers.

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