Japan’s Road to a Sustainable and Organic Future – Key Insights from the Webinar

• Japan’s “Green Food System Strategy” (2021) targets a 50% reduction in chemical pesticide use, a 30% reduction in synthetic fertilisers, and increasing organic farmland to 25% (approx. 1 million hectares).
• The creation of organic villages plays a central role, integrating production, distribution, processing, and consumption at the municipal level.
• These villages also focus on consumer awareness and technological innovation to drive local transitions.

• The EU’s “Farm to Fork Strategy” under the European Green Deal targets 25% organic farmland by 2030.
• Winkler emphasised on the importance of policy diversity, linking organic agriculture to food, environment, and nutrition strategies to achieve lasting market shifts.
• She noted that targets inspire change, but meaningful impact requires integrated, multi-sectoral support.

• COVID-19 heightened public interest in health and diet, contributing to increased organic farming, production, and demand in Japan.
• Growth was especially strong in non-traditional categories such as bread, cereals, pasta, and within both e-commerce and specialised organic stores.
• However, organic retail sales remain low, comprising just 0.26% of the total food market, highlighting both the progress and challenges ahead.

• Brands like Alce Nero (Italy), Bio c’Bon (France), and O’right (Taiwan) have found success by forming strong partnerships with local actors.
• Barshap pointed to post-pandemic consumer shifts, increased certification incentives, and tariff reductions as key enablers for foreign brands entering Japan.

• Since 2001, BIOFACH Japan has served as a vital platform for B2B and B2C engagement, attracting Japanese buyers, retailers, wholesalers, and key industry associations.
• The event provides a unique opportunity for global companies to connect with the growing organic sector in Japan.

Eliezer Barshap shared three essential tips for organic companies eyeing the Japanese market:

1. Get the paperwork right—Japan is meticulous about documentation.
2. Understand local preferences in packaging and portioning.
3. Craft a compelling brand story—Japanese consumers are detail-oriented and value storytelling.

Mari Izumi highlighted the need for localised advocacy strategies. While European consumers respond to themes like environmental protection and animal welfare, Japanese audiences may prioritise health, enjoyment, and product innovation.
Barshap agreed, suggesting that organic campaigns in Japan should reflect fun, vibrant trends and the emerging wellness lifestyle.

Organic practices have existed at the community level long before formal policy support. The Organic Village initiative now connects farmers with broader networks to scale production and raise awareness.
 

Government subsidies (up to three years) support these initiatives, but past experiences with “organic model towns” show the importance of planning for financial sustainability beyond public funding. Experts agreed that lessons must be learned to ensure long-term viability