"Sava Can," a canned mackerel product sold by Iwate Prefecture Corporation that can be found even in stylish corner bars, will be discontinued once stock runs out. It was a hit product with cumulative sales of over 12 million units, but due to a combination of poor mackerel catches, rising raw material prices, and the suspension of operations at the manufacturing plant, it has become difficult to continue production.
"Sava Can" was developed by Iwate Prefecture, the Food Association of the East, and Iwate Canned Foods, with the aim of recovery from the Great East Japan Earthquake. The innovative use of domestic mackerel seasoned with olive oil and other ingredients in a Western style, along with the stylish packaging design, sparked a nationwide canned mackerel boom.
In recent years, the company has faced record low mackerel catches and rising prices for olive oil and other products. Furthermore, production came to a halt when the Iwate Cannery Kamaishi Factory, which was responsible for manufacturing the product, suspended operations in May of this year.
Three of the five varieties have already sold out, and the remaining products will be discontinued as soon as they are out of stock.
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