San-J International has been making soy sauce for a long time. For eight generations, the Sato family has crafted tamari soy sauce from an original, centuries-old recipe. The brand positioning was developed by Gauger + Associates in the ‘80s and has been executed consistently to this day from package design and print collateral, to advertising. Product lines beyond just soy sauces now include soups, crackers, salad dressings and cooking sauces, all created for the American market.
San-J has gone from a relatively unknown brand to being the #3 soy sauce brand in the U.S. and the best selling natural and organic soy sauces on the market, occupying the premium position in the Natural Foods Category. The ultimate testament to their success and ours is the continued expansion of the U.S. brewery in Richmond, Virginia.