In the early 1980s, Yamato Transport launched the Cool TA-Q-BIN service by adding the option to select temperature zones for TA-Q-BIN delivery. The spread of Cool TA-Q-BIN had an enormous impact, both on the food choices available for everyday consumers and on the menus of restaurants throughout Japan.
Before Cool TA-Q-BIN, fresh sashimi and other seafood tended to be found only on the menus of a small number of expensive restaurants. Since Yamato offer cool distribution at low cost to virtually any location, many more restaurants and food retailers offer their customers fresh seafood and freshly-picked vegetables.