A community website that connects users with KAGOME through various events and projects. The site was launched in april 2015 with the three goals of "knowing fans," "communicating to fans," and "experiencing together with fans". The site features "tomakomi" and "recipe-no-oto" content that is shared between users and kagome, and users are actively communicating with each other. the site also plays an important role as a place for co-creation of new products with users across the country, and has produced a corporate sound logo and a tube-shaped tomato paste. in recent years, the company has been actively increasing opportunities to connect with fans online, such as online cultivation consultations and online cooking classes on &KAGOME.

While KAGOME's products have a customer ltv structure with a very large volume of purchases by core fans, which contributes significantly to overall sales, preventing heavy users from leaving the company had been a challenge. As a result of searching for a way to build long-term and deep relationships with core fans rather than temporary measures such as campaigns, the company launched the community site "&KAGOME" in 2015 with the three objectives of "knowing fans," "telling fans," and "experiencing together with fans". after several years of operation, &KAGOME has not only functioned as a place to connect kagome and its users, but has also expanded its value by promoting nutrition education activities centered on vegetables.

The number of members exceeded 10,000 in less than a year since its establishment, and reached 30,000 as of 2020. Although the number of members is steadily increasing, the company is pursuing steady fan conversion through step-by-step site development and content measures, focusing on building long-term, deep relationships with core fans rather than community expansion. Site operations have also contributed to core fan analysis, with 80% of them having used Kagome products for more than 10 years. In particular "Tomakomi," a gathering of winners of the annual tomato seedling giveaway, has a high community action rate, and these enthusiastic users have high NPS figures.

In the "Kagome Letter," personnel from various departments appear and talk about their passion for KAGOME's initiatives and monitored products, and many of them are energized by the comments from users. In addition, the online round-table discussions held several times a year have become a popular communication opportunity for users to express their requests for Kagome products and why they like them directly to the person in charge. The "roundtable discussions" to hear opinions on products have been held offline for many years, but they are now frequently held online at Corona Disaster. It is one of the few opportunities for each department within the company to connect with users, contributing not only to user analysis but also to mutual loyalty between users and Kagome.

The community's efforts have been featured in numerous media outlets as a successful example of fan marketing, and have even been included in high school textbooks as a corporate marketing case study.

Community created by everyone and Kagome & KAGOME related articles
Nikkei Cross Trend "Ideal Type of Fan Community Site" (November 5, 2021)
No.4 Learning from Kagome, a 6-year old company, how to manage a fan site and how to separate it from SNS

ITmedia Business ONLiNE
KAGOME's Strategy to "Enthrall Fans" Why Focus on Only 2.5% of Users?

Webmaster Forum
2.5% of core customers generate 30% of sales. What is KAGOME's community site that fosters "likes"?

■&KAGOME Co-Creation Contents
Tomato Sauce" was developed based on feedback from members.

KAGOME ♪ KAGOME ♪" SOUND LOGO WAS ALSO DETERMINED & KAGOME USERS CONTRIBUTED.

■■ & KAGOME Mutual Loyalty Improvement Case Study
Message plan for factory employees and delivery staff working hard on the Corona Disaster1

Message project 2 for factory employees and delivery personnel who work hard at Corona Disaster