Pocket Marche Launches New Focus on Production Costs Amid Global Tensions

Pocket Marche Launches New Focus on Production Costs

Introduction
In response to rising production costs influenced by escalating global tensions, Pocket Marche—a leading direct sales application managed by Amekaze Taiyo Co., Ltd.—has announced the launch of a special feature titled "Reproduction Price" starting from May 20, 2026. This initiative aims to bridge the gap between producers and consumers by shedding light on the realities of production costs and the reasons behind necessary price adjustments.

Objectives of the Reproduction Price Initiative
This project emphasizes the importance of direct communication between producers and consumers. By enabling producers to share insights into their rising costs, the initiative encourages price adjustments that reflect true production expenses. This not only aids producers in aligning their pricing but also enlightens consumers, allowing them to make informed purchasing decisions based on the circumstances affecting product prices.

Consumer Insights
A recent survey conducted by Amekaze Taiyo revealed that an overwhelming 96.7% of producers are currently grappling with increased production costs, including raw materials and fuel. Despite these findings, many producers express hesitation in raising prices due to fears of losing customers and concerns about consumers’ rising living expenses. The survey underscores the challenging landscape that both producers and consumers face, shedding light on the delicate balance between maintaining affordability and sustaining production viability.

In a discussion that took place in May, producers shared their experiences regarding the nationwide impact of cost increases stemming from material shortages and fuel prices. Participants agreed on the urgent need for transparency regarding the reasons behind price changes, emphasizing the necessity for consumers to understand the challenges producers face. As such, this initiative becomes paramount in fostering a culture where informed choices regarding food purchases are made.

Understanding Reproduction Price
"Reproduction Price" refers to the minimum selling price necessary for producing subsequent goods. This concept is critical in industries such as agriculture and fisheries. When costs—such as fertilizers, fuel, and labor—rise, the reproduction price must also adjust accordingly. A significant increase in production expenses could result in a situation where the reproduction price exceeds the sales price, jeopardizing the producer’s ability to continue sustainable production.

Key Features of the Reproduction Price Initiative

- Introduction of a Special Section: A dedicated webpage will curate products from producers who are transparent about their pricing and the underlying reasons for increases due to rising costs.
- Producer-Consumer Communication: Producers will be encouraged to share explanations regarding price adjustments directly on their product pages, articulating the realities of their production environments in relation to current market conditions.
- New Perspectives for Consumers: The initiative seeks to change consumer purchasing habits by incorporating not only product quality but also price-setting backgrounds and production realities into their decision-making process.

About Pocket Marche
Pocket Marche serves as a direct sales platform connecting producers and consumers throughout Japan. Founded after witnessing the resilient spirit of urban and rural peoples during the aftermath of the Great East Japan Earthquake, it strives to foster meaningful connections beyond mere transactions. As of March 2026, around 9,100 farmers and fishermen are registered, offering approximately 14,000 food items along with their backstories. Communication through Pocket Marche has fostered about 13 million interactions, creating a vibrant community where around 910,000 consumers enjoy the experience of connecting with producers.

Company Overview

Founded with a mission to bridge urban and rural communities, Amekaze Taiyo Co., Ltd. focuses on creating sustainable relationships between producers and consumers. The company’s endeavors span various fields, including the food sector through Pocket Marche and community engagement initiatives.