From which farm, from cows raised how, and through whose hands does the milk we drink every day reach our tables? While milk is a familiar presence, opportunities to understand what lies "beyond" it are few.

Metagri Lab, a farmer support community promoting "Agriculture x New Technology" (operated by Noujoujin Co., Ltd., headquartered in Funabashi City, Chiba Prefecture, Representative Director: Yuichiro Kai), analyzed the works and voices of 138 participants submitted to the "Future Milk Image Posting Campaign 2026" held during "Milk Month" in June 2026. The results showed that approximately one in three participants were interested in production backgrounds, such as farms, the lives of cows, the thoughts of dairy farmers, and the process of milk reaching the dining table.

Metagri Lab has compiled the consumer interests and ideas revealed from participant feedback into a report titled "I Want to Know What's Beyond the Milk Carton." Starting July 8, 2026 (Wed), it will be offered free of charge to industry stakeholders in dairy farming and dairy products, exclusively to applicants.

Background of the Campaign

June 1st is "World Milk Day," established by the Food and Agriculture Organization of the United Nations (FAO) in 2001. In Japan, the Japan Dairy Association (now the General Incorporated Association J-MILK) designated June 1st as "Milk Day" and June as "Milk Month" in 2007, leading to initiatives across the country to communicate the value of milk and dairy products.

However, there are few opportunities for consumers, who drink milk daily, to directly convey their questions, gratitude towards cows and dairy farmers, or requests for "milk like this" to producers and dairy industry professionals.

Therefore, Metagri Lab aimed to make Milk Month not just a period for one-way information delivery from the industry to consumers, but an opportunity to think about the future of milk together with consumers, and thus conducted the "Future Milk Image Posting Campaign 2026" in June 2026.

Along with photos, hand-drawn works, illustrations, digital art, and AI-generated images, participants were asked to share their thoughts behind their works, and their opinions and questions about milk and dairy farming. As a result, 138 people from across the country participated, and 183 works were submitted.

Example Works

List of Works

This report classifies and organizes the content of the submitted works and free-form descriptions, summarizing interest in milk production backgrounds, connections to family dining tables, and proposals for the future of milk. It organizes what aspects participants find valuable in milk, what they want to know, and what future they desire, offering hints for information dissemination, product development, food education, and farm experiences in the dairy farming and dairy product sectors. *These analysis results are based on the classification and organization of free-form descriptions submitted by campaign participants and do not represent the general trend of all consumers.

Three Trends Revealed from Participant Voices

1. Wanting to Know the "Cows, Farms, and Producers" Behind the Milk

Many participants who wrote about milk and dairy farming expressed a desire to know about the production background, such as the origin of the milk, the farm, the lives of the cows, and the thoughts of dairy farmers. While milk is a familiar product consumed almost daily, it is difficult to see where it comes from, who produces it, and how it is made. Participant voices suggest an interest in knowing and choosing milk not just for its taste and price, but also for the story behind it.

"I've become curious about which cows the milk I always drink comes from." "I want to know what kind of efforts are made on the farm to ensure the cows can live healthily all year round." "I want to know more about the thoughts of dairy farmers as they raise cows and protect quality until milk reaches our dining tables." *Participant voices (partial excerpts)

2. Milk Nurtures Children's Growth and Family Time

Participants also shared voices related to family dining, children, school lunches, and farm experiences. What emerged from these was that milk is not just a food for nutrition, but is deeply connected to moments of realizing children's growth and times of conversation with family. The habit of drinking milk daily and experiences interacting with cows shape family memories and foster interest in milk and dairy farming.

"Our family's day begins with milk."

"Every time I see my one-year-old daughter happily drinking milk every day, I feel that milk is an important food that supports a child's growth."

"A few years ago, a farm experience at elementary school sparked my interest in cows and dairy farming. I feel that continuing such activities will lead to the future of our children." *Participant voices (partial excerpts)

3. Participant Ideas Offer Hints for Next Products, Sales Floors, and Experiences

Participants offered concrete ideas for the future of milk. Along with requests to know about taste differences by region, farm, and season, there were demands rooted in daily life, such as products tailored to drinking time and physical condition, milk for toddlers, easy-to-carry containers, and shelf-stable milk. These voices provide hints not only for product development but also for information provision at sales floors, comparative tasting events, and creating new milk experiences.

"If there were information to enjoy differences in taste and aroma by season, the joy of choosing milk would expand."

"I wish there were more comparative tasting sets that allow enjoyment of regional characteristics."

"There are many types of milk for adults, but few choices for toddler milk. I wish there were more varieties." *Participant voices (partial excerpts)

About Report Application

The report "I Want to Know What's Beyond the Milk Carton," which classifies and organizes the voices of 138 participants, is offered free of charge to dairy farmers, dairy industry professionals, JA, local governments, industry media, and others, exclusively to applicants. It includes details on interest in production backgrounds, classification of submitted voices, and proposals for the future of milk.

Report Title

I Want to Know What's Beyond the Milk Carton (Milk Month 2026)

Target Audience

Dairy farmers, dairy industry professionals, JA, local governments, industry media, etc.

Implementation Period

June 1, 2026 (Mon) - June 30, 2026 (Tue)

Total Participants

138

Analysis Method

Submitted content and free-form responses from contest participants were classified by theme. *These results do not represent the general trend of all consumers.

Sponsorship

National Liaison Council of Regional Exchange Farms (Kinki, Chugoku, Shikoku Block)

Shimane Milk Consumption Promotion Executive Committee (Shimane Prefecture)

Gelateria Kurakichi (Yamaguchi Prefecture)

Forest Gelateria MUCCA (Kagawa Prefecture)

Cooperation

Kawakami Farm (Izumo City, Shimane Prefecture), Cooperating Dairy Farmers

Organizer

Metagri Lab (Noujoujin Co., Ltd.)

Application

Please fill in the required information on the dedicated form to apply. After completing the application, you will receive instructions on how to view the report via email to your registered address.

Application

About the Organizer: Metagri Lab

Metagri Lab

Metagri Lab is a community dedicated to achieving sustainable agriculture under the keyword "Agriculture x New Technology." It began its activities in March 2022 and as of July 2026, has over 1,300 participants. It is named "Lab" to signify a commitment to undertaking new social experiments without fear of failure.

If you are interested in initiatives combining agriculture with generative AI, web3, and the metaverse, please join the community.

Metagri Lab (Discord)

Official Website: https://metagri-labo.com/ Event Seminars: https://metagrilabo.peatix.com/ Official SNS (X): https://x.com/metagrilabo/ Official SNS (Instagram): https://www.instagram.com/metagrilabo/ Official Line: https://page.line.me/918tbanl

Service Provider

Noujoujin Co., Ltd.

Noujoujin Co., Ltd.

Representative: Yuichiro Kai

Services Provided (Partial): - Agricultural Marketing Support - Planning and Development of Agriculture x New Technology

- AI Consulting

- Book Publishing

URL: https://noujoujin.com/

mail: [email protected]

FACT BOX

  • Source: PR TIMES
  • Category: 市場Survey