#Japan #Osaka #JTB #H2O Retailing #Shokuiku Caravan

H2O Retailing and JTB: Collaborating to Create New Culinary Experiences

H2O Retailing Co., Ltd., based in Osaka, and JTB Corporation, headquartered in Tokyo, have announced an exciting initiative set to launch in 2024. This collaboration aims to deepen the connection between children and their local food environments through an immersive program called the 'Shokuiku Caravan.' With the focus on experiential learning, this project plans to engage children in understanding their regional food producers and cultivating a sense of value for the food they consume.

The 'Shokuiku Caravan' Program

The 'Shokuiku Caravan' program is designed to introduce families to the local agricultural community and their produce. This engaging initiative encourages children and their parents to actively participate in the food cycle, beginning from the harvest of local ingredients to the creation of products that will be sold in urban markets. Participants will experience food in a multi-sensory way, making learning enjoyable and impactful.

Scheduled to take place in 2025, the program will host three sessions based on feedback from participants and local producers, continuously improving its content. The program has also received certifying recognition from the Ministry of Agriculture, Forestry and Fisheries for its contributions to rural revitalization initiatives.

Theme: Tamaba Chestnuts

The inaugural session will explore the rich culinary heritage associated with Tamaba chestnuts. Participants will engage in two full days of activities dedicated to exploring, harvesting, and preparing local food, culminating in a sales experience at Hanshin Umeda Main Store.

• - Day 1: Harvest and Culinary Experience (September 26, 2026)

Families will engage directly with the local food producers, harvest chestnuts, enjoy local dishes, and participate in product development—a hands-on experience focusing on teamwork and education about food.

• - Day 2: Sales Experience (October 17, 2026)

Children will step into sales roles as they communicate the value of their products to customers. This unique experience will empower them to convey the beauty of their regional foods in their own words.

Program Details

• - Location: Day 1 in Tanba City, Hyogo Prefecture. Day 2 at Hanshin Umeda Main Store in Osaka.
• - Eligibility: Primarily targeted at elementary school-aged children, this program encourages family participation.
• - Pricing: Two-day participation costs ¥10,000 for a family (2) or single-day options at a reduced rate.
• - Application Process: The detailed application will be available on their website starting August 19, 2026.

The Vision Behind the Collaboration

This partnership represents a significant commitment to community engagement by both H2O and JTB. By leveraging H2O's extensive network in the Kansai region and JTB's expertise in experiential program design, the project showcases a shared vision of promoting local food cultures and enhancing regional identity through culinary education.

The companies aim to not only foster connections between urban consumers and local producers but also cultivate a new model of engagement where children act as advocates for their local food heritage. The initiative will adapt in future iterations by focusing on different regions and foods, increasing the circle of communication and empathy across communities.

Both H2O Retailing and JTB are committed to creating a vibrant environment for interaction among people and businesses, striving for sustainable regional revitalization. As they work together, they aim to co-create appealing products and experiences that fulfill the local community’s needs while contributing to the broader revitalization of Japan’s rural areas.

In summary, the 'Shokuiku Caravan' program promises to be a remarkable educational experience for children and families, fostering not just a connection to food, but a deeper appreciation for their regional identity and the narratives of their local producers.