Nurturing the Blessings of the Field for the Future: 'Megumi Meguru Action!' Expands to Deepen Connections Between Producers and Consumers

Kagome Co., Ltd. (President: Harunobu Okutani, Headquarters: Nagoya, Aichi) launched 'Megumi Meguru Action!' in January this year to support production areas and farmers. This initiative aims to support sustainable agriculture through a system where producers and consumers support each other. While the company has previously conducted SNS campaigns to support farmers, it will further expand these efforts starting in June. In addition to launching a circular mileage campaign that allows consumers to support production areas while having fun, the company has appointed actor/artist Koki Yamashita as the 'Support Captain' to develop SNS content that showcases the charm of these regions. Through these measures, Kagome will provide support to farmers based on the number of actions collected through campaign participation and social media engagement (likes, comments, shares). By doing so, the company aims to deepen the connection between production areas and consumers and contribute to the realization of sustainable agriculture. 1. Challenges in domestic agriculture and 'Megumi Meguru Action!'. Since 2010, Kagome has been delivering the charm of regional fruits through its 'Yasai Seikatsu 100' seasonal limited series, based on the concept of 'local production for local consumption.' However, in recent years, agriculture has faced various challenges. The aging of producers and a shortage of successors have led to a decrease in the number of people continuing to farm, and the impact of climate change has made the stable supply of vegetables and fruits difficult. Against this background, the company launched 'Megumi Meguru Action!' with the goal of creating a cycle where producers and consumers support each other. 2. Expanding 'Megumi Meguru Action!' from June. (1) 'Megumi Meguru Action!' Mileage Campaign: A system where consumers can participate in supporting production areas by purchasing target products and collecting points ('Megu-Yell'). Points are used to support farmers. The campaign also offers chances to win 'recommended fruits' from across the country or participate in harvest experience tours. (2) SNS Content 'Megumi Meguru Trip!': Actor/artist Koki Yamashita visits production areas as the Support Captain. Through dialogue with farmers and local experiences, he creates video content that conveys the real charm of these regions. Engagement such as 'likes,' 'comments,' and 'shares' from viewers leads to support for farmers. [Support for production areas and farmers]: Points collected through the mileage campaign and SNS engagement are combined to provide support, including: - Providing cooling gear to reduce the burden of working in high temperatures for contracted tomato farmers and Okinawa Shikuwasa farmers. - Supporting the introduction of cultivation methods (living mulch) as a countermeasure against global warming for tomato farmers. - Delivering messages of support from consumers to farmers.