#Japan #JTB #Shari #Calbee Group #Shari Town

Calbee Group and JTB Join Forces to Launch the "Calbee Agri Experience Shiretoko Tour"

Calbee Incorporated, headquartered in Chiyoda, Tokyo, has announced the startup of a unique collaboration project with Shari Town in Hokkaido and JTB Corporation. This initiative aims to enhance local economic vitality through a fusion of food, agriculture, and tourism. The primary goal is to foster a more profound connection with the community while boosting the number of visitors to Shari Town, a significant base for agriculture and tourism in the region.

Starting September 17, 2026, Calbee will roll out the "Calbee Agri Experience Shiretoko Tour," a three-day journey designed to foster interaction with the local agricultural landscape and culture. Registrations for this innovative tour will be accepted beginning June 16, 2026.

Background of the Initiative

Calbee entered the potato chips market in 1975 and subsequently established a subsidiary, Calbee Potato Corporation, to secure a steady supply of the key ingredient, potatoes. The company has forged cultivation contracts with local farmers, allowing them to work closely together from soil preparation to the growth of potatoes suited for their potato chips. Presently, Calbee sources around 19% of the domestic potatoes from Hokkaido, a fact that underscores its deep-rooted connection to this prime agricultural region. Notably, Shari Town is renowned for its cool climate and is home to Shiretoko, a UNESCO World Heritage Site, making the region a critical player in Japan's agricultural scene.

In January 2025, Calbee reached a basic agreement with the Shiretoko Shari Agricultural Cooperative to ensure stable procurement of potatoes and to establish a frozen processing facility, set to commence operation in 2027. This highlights the robust partnership Calbee has built with local producers.

The new project seeks to present the value of Shari Town's agriculture and potato farming efforts to a larger audience by encouraging participants to engage in hands-on experiences. This endeavor evolved from a proposal that won an encouragement award in Calbee’s internal project idea contest and has taken two years to bring to fruition. By collaborating with JTB – known for its expertise in attracting visitors and creating value through local resources – the three parties aim to develop a fresh exchange model promoting sustainable regional development, extending beyond mere tourism.

Participants in the tour will not only explore the breathtaking landscapes of Shiretoko but also dive into the heart of agricultural practices by observing and engaging in potato harvesting activities, visiting storage facilities, and learning about regional produce up-close. The initiative encourages an appreciation for agriculture and a deeper understanding of local industry among tour members.

Calbee Group plans to use the outcomes of this tourism project as a springboard for exploring partnerships with other regions across Hokkaido and various agricultural settings, as they continue to seek new avenues for value creation through food, agriculture, and tourism.

Comments from Project Stakeholders

Takahashi Nobufumi, General Manager of Calbee's Marketing Direction Center:

My personal experience of training in a Hokkaido potato field is still vivid in my memory. Interacting with farmers who dedicate themselves to the land provided many insights into the future of food. I believe Calbee can bring consumers closer to producers not only through products but also by providing experiences and connections. This vision inspired the conception of this project, and I hope participants will cherish their time in the natural beauty and agricultural landscape of Shari.

Shari Town Official, Kanou Noriaki:

We are thrilled to see the launch of this project in Shari Town, home to the natural UNESCO World Heritage Site, Shiretoko. We have previously enjoyed ties with Calbee through agriculture, needing this opportunity for visitors to experience our region's agricultural wonders. Our town thrives on the rich resources of nature, and we hope participants will develop a deeper appreciation for our community.

JTB Project Manager, Nomura Kenji:

As societal and economic challenges become increasingly intricate in various regions, JTB aims to revitalize these areas through the creation of engaging exchanges utilizing local resources. It is a great honor for us to be part of this project with Calbee, bringing together our mutual expertise and networks to showcase the attractions of Shari Town. We aspire to contribute to the creation of new regional values and sustainable local development.

Tour Details

• - Tour Name: Calbee Agri Experience Shiretoko Tour
• - Tour Content: Experiences include sightseeing in Shiretoko and agricultural activities such as harvesting potatoes and visiting storage facilities.
• - Tour Dates: 1) September 17 – September 19, 2026, 2) October 1 – October 3, 2026, 3) October 8 – October 10, 2026 (each tour comprises two nights and three days).
• - Registration Starts: June 16, 2026
• - Participants: Up to 20 participants for each date.
• - Travel Costs: Ranging from ¥165,000 to ¥183,000 per person, based on double occupancy.
• - Organized by: JTB Corporation

For inquiries about the tour, please contact: Calbee Agri Experience Shiretoko Tour Office at JTB.