Shaping Sustainable Food Consumption: Insights from the 2024 Sustainability Forum

The 'Food Sustainability Forum 2024,' hosted by CCCMK Holdings, took place on March 27 in Shibuya, Tokyo. This event marks the fourth installment aimed at fostering discussions around ethical food consumption and its sustainability. By leveraging V Point purchasing data and collaborative insights from various stakeholders, the forum sought to illuminate the pathways towards enhancing consumer value in ethical food products.

The forum kicked off with a presentation by Daisuke Yokota, head of Product Strategy at Aeon Retail, who shared the company's longstanding commitment to sustainable practices spanning over 30 years. He highlighted initiatives such as tree-planting activities and the introduction of the 'Topvalu' private brand, which integrates ethical values into its product offerings. His insights on the comprehensive approach across the supply chain underscored the importance of collaboration in promoting ethical consumption.

Next, Chiaki Yuasa from the 'V Minna no Ethical Food Lab' and Ayano Takahashi of Maruetsu presented findings on the practical implementation of ethical food standards. They detailed a test conducted in physical retail environments where products meeting the ethical criteria were displayed, showcasing the connection between consumer guidance and positive purchase intent. During two separate events held in 2022 and 2025, ethical selections such as chocolate, coffee, and free-range egg mayonnaise demonstrated a significant increase in consumer purchase intention—indicating a clear appetite for ethical products among shoppers.

Highlights from the Forum

In total, 27 representatives from various companies participated, including ethical food advocates and industry leaders. The discussions revealed critical frameworks necessary for enhancing consumer engagement with ethical products. There was a consensus that while the concept of ethics in food is gaining traction, bridging consumer perceptions to tangible ethical values remains a challenge.

Furthermore, Maruetsu’s Ayano Takahashi remarked on the strong interest from customers during the ethical food fair, with shoppers engaging deeply with informational materials. The campaign heightened awareness and led to a substantial increase in sales across the featured ethical products— underscoring the effectiveness of community involvement in promoting sustainable consumption.

As CCCMK Holdings navigates through these dialogues, the company emphasizes collaborative efforts across stakeholders in the food sector—ranging from consumers to manufacturers and retailers. The forum acts not only as a platform for sharing success stories and challenges but also as a breeding ground for innovative strategies that connect ethical values with mainstream consumer behavior.

CCCMK Holdings also previewed future initiatives, hinting at a follow-up forum slated for 2025, where deeper dives into consumer interactions and ethical product marketing will be explored. The goal is to refine communication strategies linking ethical values with core consumer benefits such as taste and health.

The event reinforced the crucial role of collaboration in the ethical food landscape, driving home the message that a unified approach, supported by data and shared experiences, can lead to meaningful advancements in sustainable food consumption. The momentum generated during this forum serves as a testament to the growing importance of ethics in consumer choices and its potential to shape a sustainable future in food production and consumption.

As the dialogue continues, CCCMK Holdings invites all stakeholders to engage actively and envision a future where ethical values are seamlessly integrated into everyday consumer choices. Together, they aim to foster a society where sustainability is not just an aspiration but a daily reality in the food industry.