23/01/19 Blog
【Masa’s Blog】vol.26 Be a Good Guardian / Partner – Our value (A’ALDA CEO Masamichi Okuda)

※This article is also available as a podcast on Spotify , Apple Podcasts , Amazon Music and Anchor (Japanese ONLY).

Today I would like to give you a detailed explanation of one of our values. It’s ”Be a Good Guardian / Partner”.
In past blogs, I have described ”Be a Good Guardian / Partner” as follows.

Be a Good Guardian / Partner (Let’s understand the feelings of pet owners and the industry)
I think this is the most distinctive value of our company. As a person involved in the pet industry, it is important to have a good understanding of pet owners, pets, and the stakeholders in the industry. At a minimum, you need to have a balanced knowledge and understanding of what is going on. On the other hand, it is also important to have strong feelings about any one thing in the pet industry. For example, as a single pet owner, I created A’alda because I felt the inconvenience of living with my pet and wanted to create a more livable society.

Not all of us at A’alda live with pets. Many people ask me, “Do I have to live with a pet to join A’alda? But that is never the case. As I wrote in my last blog, diversity is essential for creating innovation. On the other hand, even if you do not live with pets, it is essential to have a mindset that understands the psychology and behavior of pet owners.

No matter how useful a product you develop or how high-quality a veterinary service you can provide, your service will not be viable without the demand of pet owners. No matter what kind of service, it will only be established with a market. On the other hand, if you truly understand pet owners, you can create a new market even if there is no market at the moment.

The important thing to remember is that times are always changing. As an extreme example, a few decades ago canines were kept mainly in gardens. Today, however, most families live with their canines inside their homes. If we are oblivious to this change and continue to think of canines as something to be kept outside, we will not be able to provide the kind of service that our customers want.

We will always keep our thinking up for the industry and our customers, and strive to create new markets.




・Pet to Partner – From member of family to member of society.


・To create the most innovative Animal Health Tech Company.


・Think As One, Treat As One.

Our ambition is to create a world
where human and pets live with each other,
help each other, love each other, and trust each other.
We strive to bring happiness to both human and pets with our truehearted passion and through the cutting-edge veterinary technology from all around the world.



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