Co-creation Platform 'V Minna no Ethical Food Lab' Hosts the 2nd 'Food Sustainability Forum 2025'

The co-creation platform 'V Minna no Ethical Food Lab' (https://ethicalfoodlab.tsite.jp/), operated by CCCMK Holdings Co., Ltd. (Headquarters: Yokohama, Kanagawa; President and CEO: Yoshinori Takahashi), held the 2nd 'Food Sustainability Forum 2025' on Tuesday, March 17, 2026. In the 'Food Sustainability Forum 2024,' held four times last fiscal year, stakeholders from various industries participated. It was revealed that Japanese consumers rarely choose ethical products based solely on 'social value.' Instead, purchase intent is increased when these products are linked to the inherent value of the item itself—such as taste, enjoyment, quality, health, and brand appeal. Based on these findings, the 'Food Sustainability Forum 2025' verified how ethical products should be presented at retail locations to be perceived as consumer value and lead to actual purchases, including the testing of product messaging. ■ About the 2nd 'Food Sustainability Forum 2025' On Tuesday, March 17, CCCMK Holdings hosted the 2nd 'Food Sustainability Forum 2025.' A total of 40 participants attended from companies including Axial Retailing Inc., AEON RETAIL Co., Ltd., S&B Foods Inc., KAGOME CO., LTD., Kameda Seika Co., Ltd., Kewpie Corporation, Kewpie Egg Corporation, Seven & i Holdings Co., Ltd., Seven-Eleven Japan Co., Ltd., TNC Inc., Dole Japan, Inc., Nichirei Foods Inc., Nichirei Fresh Inc., Harashin Narus Operation Service Co., Ltd., Hitachi Solutions, Ltd., Mizkan Co., Ltd., Meiji Holdings Co., Ltd., and United Super Markets Holdings Inc. (in Japanese alphabetical order). ■ Sharing of Ethical Product Sales Verification Results (Excerpt) Chisato Yuasa, 'V Minna no Ethical Food Lab' Secretariat At the 'Food Sustainability Forum 2025,' to verify 'how ethical products can be promoted to become consumer value that transcends price differences,' we collaborated with copywriters to develop multiple messages for seven ethical categories and individual products. The results showed that ethical value is more likely to translate into consumer value when linked to self-fulfillment (the value of satisfying needs for security, satisfaction, and the joy of supporting a cause through ethical initiatives). Furthermore, it was found that women have a significantly stronger tendency to 'want to purchase products despite price differences,' a trend also observed among the younger generation in their 10s and 20s.