Execution support for the "Food Action Nippon" initiative.
- ZERO HUNGER
Issue
Japan's food self-sufficiency rate is low.
Japan’s food self-sufficiency rate stands at a low 39% on a calorie basis, relying heavily on imports from overseas. This dependency makes the nation’s food supply highly susceptible to fluctuations in foreign policies, regulations, and trade volumes, posing risks to the stable procurement of food.
Approach
Execution support for the "Food Action Nippon" initiative.
Leveraging the expertise gained from the “Team Minus 6%” national campaign for combating global warming, we collaborated with major domestic advertising agencies and travel companies to propose effective methods for conducting national movements to the Ministry of Agriculture, Forestry and Fisheries. Focusing on key food items essential for improving Japan’s food self-sufficiency rate—such as rice, vegetables, seafood, and livestock products—we identified challenges specific to each player involved in the supply chain.