HOKKAIDO YOUNG FISHERS FEDERATION – TOKYO ETHICAL CONSUMPTION MARKET STUDY TOUR

Overview

On February 14, 2023, UMITO Partners coordinated and hosted a Tokyo study tour for district chairs of the Hokkaido Young Fishers Federation (Hokkaido Gyoseiren), bringing together fishers in their 20s and 30s from across the region.

The first part of the program focused on visiting key locations in Tokyo, one of Japan’s largest consumer markets, to learn about the growing ethical consumption sector. Participants explored trends in demand and purchasing behavior for ethical products.

In the second part, a restaurant was reserved for a panel discussion featuring fishers, seafood wholesalers, chefs, and PR specialists. After the discussion, attendees enjoyed tasting menus prepared with seafood provided by Gyoseiren members, while engaging in exchange and networking with representatives from partner restaurants, sustainable fisheries advocates, and professionals from the foodservice, retail, and distribution sectors.

This project was organized by UMITO Partners at the request of the Hokkaido Federation of Fisheries Co-operative Associations (Gyoren) and carried out with the cooperation of participating restaurants and market partners.