Co-creation Platform 'V Minna no Ethical Food Lab' Hosts 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. The 'Food Sustainability Forum 2024,' held four times last fiscal year, brought together stakeholders across various industries. It revealed that Japanese consumers rarely choose ethical products based solely on 'social value.' Instead, purchase intent is driven by linking these products to inherent values such as taste, enjoyment, quality, health, and brand appeal. Building on these insights, the 'Food Sustainability Forum 2025' examined how to present ethical products at retail locations to ensure they are perceived as consumer value, including the testing of specific 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 Co., Ltd., Nichirei Foods Inc., Nichirei Fresh Inc., Harashin Nars Operation Service Co., Ltd., Hitachi Solutions, Ltd., Mizkan Co., Ltd., Meiji Holdings Co., Ltd., and United Super Markets Holdings Inc. (listed 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 satisfaction of needs for security, contentment, and the joy of supporting a cause). Furthermore, it was found that women are overwhelmingly more inclined to 'purchase products despite price differences,' a trend also observed among the younger generation in their 10s and 20s.