Matsushita Shoten President Mikio Matsushita

Matsushita Shoten President Mikio Matsushita

Kiyoshi Ota/Bloomberg

“It’s impossible to raise the price,” said Mikio Matsushita, president of Matsushita Shoten Y.K., whose family has made natto for cafeterias and other food-service customers under the Matsushita Shoten and Sendai Natto brands since 1930. “If we do, our customers will just buy from someplace cheaper.