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Introduction to the Ichiyama Health Project

Ichiyama Mart, based in Yamanashi, Japan, has recently made significant strides in addressing dietary health among seniors through its collaborative research program known as the "Ichiyama Kenko Project." This initiative is in partnership with the Tokyo Metropolitan Institute of Gerontology, aiming to prevent frailty in the aging population through improved dietary habits. The project's protocol paper was published in the international medical journal BMJ Open on September 3, 2025, highlighting its commitment to healthier lifestyles for older adults.

Purpose of the Collaborative Research

As society ages, ensuring the health and well-being of older adults becomes critically important. One key aspect of preventing frailty—characterized by physical and mental decline due to aging—is enhancing dietary variety. While the importance of a diverse diet has been recognized, there is a lack of understanding on effective strategies to increase food diversity among the elderly in their daily lives. The Ichiyama Kenko Project aims to shed light on this issue through targeted health promotion initiatives conducted within supermarkets, which are commonly frequented by the elderly.

Focus Group and Methodology

The research involves a cluster non-randomized parallel-group comparative trial conducted across 15 Ichiyama Mart locations in Yamanashi and Nagano Prefectures. Seven stores are designated as the intervention group, which will implement a health promotion program, while the remaining eight will serve as the control group and continue business as usual.

Health Promotion Program Features

The key elements of the health promotion program include:
1. Social Marketing: Utilizing social marketing principles to design strategies that encourage local residents to adopt healthier eating habits as a desirable "product."
2. Information Provision: The project will actively communicate the importance of dietary diversity through various channels, including posters, leaflets, in-store announcements, and social media. A core message will be crafted based on customer feedback.
3. Educational Opportunities: Regular health events, such as lectures and consultations focusing on themes of frailty prevention and nutrition, will be offered. Additionally, assessments of physical capabilities like grip strength and walking speed will be conducted.
4. Supportive Environment: Based on behavioral economics and Nudge theory, the store environment will be optimized to encourage healthier choices (e.g., innovative display methods in deli sections).

Evaluating the Impact

To assess the effectiveness of the health promotion efforts, a dietary variety score (DVS) will be calculated based on the frequency of consumption from ten different food groups. Data will be collected at baseline and repeated at one, two, and three years through postal and electronic surveys directed at Ichiyama Mart's loyalty program members, ensuring continuous evaluation of the initiative's impact on dietary habits.

Research Partnerships and Funding

This collaborative research project operates under a formal agreement involving four entities: the Tokyo Metropolitan Institute of Gerontology, Ichiyama Mart, Meditrina Co., and the General Incorporated Association Gerontology Support Center. Ichiyama Mart plays a pivotal role by providing financial support for the project’s execution.

Published Research Details

The protocol paper titled "Effect of health promotion interventions in supermarkets on dietary variety among Japanese older adults: a protocol for a cluster non-randomised parallel-group comparative trial" provides an extensive overview of the planned research and its anticipated contributions to public health. Its authors include Tatsunosuke Gomi, Keiko Motokawa, Maki Shirobe, amongst others, and it was featured in the journal BMJ Open on September 3, 2025.

Company Overview

Ichiyama Mart operates 15 supermarkets in Yamanashi and Nagano Prefectures, embodying the philosophy that "healthy eating leads to happiness." Committed to safety, quality, and customer satisfaction, Ichiyama Mart continually strives to create joyful experiences for families through healthy food choices.

For more information about the Ichiyama Kenko Project or to explore their range of healthy products, visit their official website: Ichiyama Mart or connect on social media platforms such as X (formerly Twitter) and Instagram.