#Japan #Food Waste #ANA Pocket #Yamanashi #PlayestJAPAN

Introduction

In an effort to combat the growing issue of food waste, ANA Pocket has launched a unique initiative called the "Peach Check-In Challenge" in collaboration with PlayestJAPAN. Starting from August 4 to September 3, 2025, users of the ANA Pocket smartphone app can check in at peach orchards in Yamanashi, Japan, known for its high-quality peaches. This initiative aims not only to promote the delectable but visually imperfect peaches discarded due to their appearance but also to raise awareness about food waste among consumers.

The Challenge

The challenge encourages users to participate actively by utilizing their location data. By checking into designated spots at the orchards, participants will earn points that can be redeemed for fresh "imperfect peaches"—fruit that still maintains its taste and nutritional value but is typically rejected for retail due to minor blemishes or irregularities.

Yamanashi Prefecture, celebrated as the king of peach production in Japan, sees about 5,000 tons of peaches annually that are discarded for superficial imperfections. This is a significant concern for local producers like PlayestJAPAN, who believe that the fruit’s taste should be the foremost consideration.

The Goals of the Initiative

ANA X Corporation, led by CEO Shinya Kanda and headquartered in Tokyo, aims to combine travel with addressing social issues, reflecting a commitment to sustainability and community engagement. By partnering with PlayestJAPAN, a local producer advocating for the value of “imperfect” peaches, the initiative seeks not only to educate consumers but also to create a platform where both farmers and consumers can confront the issue of food waste together.

CEO of PlayestJAPAN, Susumu Kagami, highlights the pain felt by farmers when perfectly good fruit is discarded. He states, "It’s not just an agricultural issue but a societal one. We need to recognize the value of these 'imperfect peaches.' This initiative is a chance to turn a negative into a positive, encouraging consumers to choose imperfect peaches as a step toward reducing food waste."

Participation Benefits

Participants in the check-in challenge will be rewarded with exclusive benefits:
1. Purchase Incentive: After checking into the orchard, users can buy fresh peaches at a bargain price of 1,000 yen for three peaches, a significant discount from the usual 1,500 yen. Additionally, each purchase includes an extra peach for free.
2. Social Media Engagement: By following PlayestJAPAN on social media, participants can earn an additional peach, emphasizing the importance of community support.
3. EC Store Discount: All participants will receive a 1,000 yen off coupon for use on PlayestJAPAN's online store, which will be valid until September 30, 2025.

The Bigger Picture

ANA Pocket is more than just an app for checking in; it is a tool for fostering sustainable tourism and encouraging users to integrate responsible consumption into their daily lives. By working with local farmers and engaging consumers in food education, ANA Pocket exemplifies how technology can facilitate meaningful narratives around sustainability and community engagement.

Conclusion

As the challenge unfolds, ANA Pocket is set to continue integrating unique social initiatives with local charm, paving the way for a sustainable future through tourism that respects agricultural integrity. The Peach Check-In Challenge is not just an opportunity to enjoy delicious fruits; it is a commitment to tackling food waste and supporting local farmers. Join us in this journey to make a difference, one peach at a time! To learn more about the ANA Pocket app and to participate in the challenge, visit ANA Pocket official site.