#Japan #Tokyo #UMITO Partners #Green Coop #MSC Certification

UMITO Partners and Green Coop: A New Era of Marine Sustainability

In a significant move towards marine sustainability, UMITO Partners, a Tokyo-based consulting firm dedicated to ocean sustainability, has established a partnership with Green Coop, a federation of consumer cooperatives based in Fukuoka. The collaboration focuses on enhancing the sustainability of the fishing industry through innovative seafood distribution. As a first step, they are set to launch the sale of MSC (Marine Stewardship Council) certified oysters from Okayama Prefecture's Oku Town in the February 2026 issue of their publication, GREEN Plus.

Background and Purpose of the Collaboration

The marine environment and its resources face numerous challenges, yet opportunities to experience and act upon these issues in daily life are often limited. Formed by 25 cooperatives in Kyushu and Yamaguchi in 1988, Green Coop has grown to encompass over 430,000 members, primarily in western Japan. They are committed to creating a sustainable society through member-driven approaches, focusing on environmentally friendly products, direct sourcing, supporting those in need, and building community spaces for children.

Since late 2022, UMITO Partners and Green Coop have been exploring the fishery sector's sustainability by introducing and investigating seafood sources that contribute to marine conservation. Their partnership aims to educate consumers about the current state of marine life and fisheries and encourage the continuous promotion and support of sustainable seafood choices.

Product Details

The inaugural product of this partnership is steamed oysters from Oku Town, which gained MSC certification in 2019.

• - Product Name: Okayama Prefecture Muromachi Steamed Oysters (MSC Certified)
• - Price: ¥2,761 (tax included ¥2,981.88)
• - Weight: 500g
• - Description: Newly introduced! Environmentally friendly steamed oysters with MSC certification. Serve them straight after thawing; cooking ensures that they maintain their juicy texture and rich flavor.
• - Sales Period: Starting from January 19, 2026
• - Delivery Period: February 9, 2026
• - Sales Page: GREEN Plus February Issue

Note: Sales may end when stock runs out, so customers are advised to act quickly.

Sustainable Oyster Farming in Oku Town

Oku Town, a small area facing the Seto Inland Sea, was once renowned for its oyster farming. However, it has struggled with decreasing consumption and a shortage of successors in recent years. In response, UMITO Partners collaborated with Maruto Suisan, a local oyster processing company, and the Oku Town Fisheries Cooperative to initiate a fishery improvement project aimed at obtaining MSC certification.

Using the preliminary examination results from the MSC, UMITO Partners provided expert advice on monitoring benthic organisms, water quality, and the management of records when encountering endangered species. Remarkably, they achieved MSC certification for a longline oyster fishing method in just seven months, a process that typically takes 18 months. This certification became a benchmark as it was the world's first of its kind for suspended oyster fisheries.

Maintaining their commitment, the fisheries continue to monitor and improve their practices, having surpassed all assessment criteria for renewal of certification in June 2025 – a rare accomplishment in Japan.

UMITO Partners actively supports ongoing audits and distribution under the UMITO SEAFOOD brand, fostering a network of sustainable seafood.

Messages from Stakeholders

Yuuya Okuma, Director of Utilization Promotion at Green Coop, expressed excitement about the partnership's potential impact, stating, “We hope many members discover the mechanisms that support the activities of fisheries protecting the sea. By making conscious choices daily, we can contribute to the protection and nurturing of marine resources.”

Haruhito Murakami, CEO of UMITO Partners, added, “Through partnership with Green Coop, known for providing safe and eco-friendly options, we anticipate amplifying the value of our producers and stimulating further sustainable, regenerative fishing practices.”

About UMITO Partners

UMITO Partners specializes in connecting humans and the ocean sustainably. The company offers consulting in marine sustainability, focusing on blue finance, fishery improvement, international certification for seafood labels, conservation of marine ecosystems, and the planning and distribution of sustainable seafood. In 2023, they became the first company in Japan's fishing industry to achieve B Corp certification and have been recognized for their sustainable fishing projects in Hokkaido and Tokyo Bay.

For more information, visit UMITO SEAFOOD website or contact us for inquiries on restaurant products.