Launch of "T Card Everyone's Ethical Food Lab," a co-creation platform that utilizes T's unique data to take on the challenge of "sustainable food"

2021.03.16 Press Releases
CCC Marketing Co., Ltd.

- We will consider and take action on ethical food actions together with various stakeholders, primarily consumers -

CCC Marketing Inc. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Kazuhiko Kitamura) is launching the "T Card Everyone's Ethical Food Lab," a co-creation platform that utilizes T's unique data*1 and assets to engage in dialogue with various stakeholders across industries, primarily consumers, to consider and take action on ethical food actions that will lead to the global issue of "sustainable food."

The environment surrounding us today is filled with social issues that are common to the world, such as unresolved social development challenges such as poverty, hunger, and education, economic challenges that all countries must address in a sustainable manner to achieve economic growth, such as the effective use of energy and resources, improving working styles, and eliminating inequality, and environmental challenges that must be addressed on a global scale, such as the global environment and climate change. For these issues, the Sustainable Development Goals (SDGs) have been set with 2030 as the deadline for achievement. Food, in particular, is an important and essential part of our lives. From primary production to final consumption, food is made up of a food chain in which all stakeholders work together to produce, process, distribute, store, and sell food. This is one of the simplest and easiest areas for each individual consumer to understand, and where sustainability can be addressed in daily life.

CCC Marketing decided to launch the "T Card Everyone's Ethical Food Lab" as a co-creation project based on the idea that it is precisely because unique food-related data, such as over 5 billion purchase transactions per year, 6 billion types of product data handled by a network of 200,000 stores, and offline and online movement and behavior data, that is connected to 70 million individual people that it is possible to create a sustainable social impact in the field of food.

The "T Card Everyone's Ethical Food Lab" will invite T members*2 who are "actively practicing an ethical diet," as determined based on all lifestyle data from their T Card, and experts with knowledge and diverse perspectives in the fields of SDGs, sustainability, food, and marine policy, to participate in the project. They will engage in dialogue to realize "sustainable food" together, and will take on the challenge of promoting ethical food action in society through two themes: product development and awareness-raising efforts that focus on untapped resources within "ethical food," and the creation and use of an "Ethical Food Score (tentative name)"*3, which will serve as an indicator of consumers choosing better consumption behavior.

For the first theme, product development and awareness raising for unused resources, we will first focus on "unused fish" from among the many unused resources available. Through the Goto Fish Project, which CCC Marketing has been working on since 2018, the company has come to realize that precisely because Japan is blessed with a rich ocean environment, it is possible to utilize unused fish while gaining the sympathy of consumers by adding value through various ingenuity, and that this has the potential to build the future of the bounty of the sea, sustainable fishing, and Japanese food culture. Leveraging the experience gained from the Goto Fish Project, we will work together with a wide range of stakeholders with expertise, including T members who are actively pursuing ethical eating habits, local stakeholders such as government and local businesses, distribution companies, manufacturers, and chefs, to address social issues that would be difficult for one region or one company to solve alone.

For the second theme, the creation and utilization of the "Ethical Food Score (tentative name)," we will work with people with a wide range of knowledge and perspectives, as well as food-related manufacturers, to score people's inclination toward ethical and sustainable lifestyles and present this score to consumers, thereby encouraging them to make their own choices and promote better consumption behavior.

[Core members of "T Card Everyone's Ethical Food Lab"] (hereafter, in alphabetical order, titles omitted)
■ Certified Public Accountant Shigeki Uekusa (Visiting Researcher at Tokyo University of Agriculture, Director of the Industry-Government-Academia Collaboration Department at the Graduate School of Project Design)
　Specialty: Support for the perspective of sixth-sector industrialization and regional collaboration
■ Chefs for the Blue General Incorporated Association Hiroko Sasaki
　Specialty: Promoting projects based on knowledge of food and ethical issues
■Future Sessions Inc. Hideyuki Arifuku, Rena Shibaike
　Area of expertise: Planning and management of multi-stakeholder dialogues
■CCC Marketing Co., Ltd. Nozomi Takita, Emiko Nakagishi, Sho Fukai

[Unused Fish Agenda Members]
Takahiro Matsui, Associate Professor, Department of Marine Policy and Cultural Studies, Tokyo University of Marine Science and Technology
Area of expertise: Fisheries economics. We are conducting research and activities related to sustainable fisheries management based on resource management and revitalizing fishing villages.

*Participating members will be gradually expanded in the future.

From Thursday, March 18th to Wednesday, March 24th, 2021, we will be hosting a kickoff session on ethical food, welcoming the following people*4.

■Office3.11 Co., Ltd. Ide Rumi
　Areas of expertise: Raising awareness of food waste issues, proposing specific food waste reduction measures, and writing books and articles based on experience working as a public relations manager for food companies and food banks
Professor Norifumi Kanie, Graduate School of Media and Governance, Keio University
　Areas of expertise: International relations, Earth system governance. Participated in the formulation of the United Nations SDGs from the concept stage. He is a leading expert in SDGs research and strives to balance research and practice. He is one of 15 independent scientists selected to write the 2023 edition of the United Nations Global Sustainable Development Report.
■Good Tables Co., Ltd. Kenji Yamamoto
　Areas of expertise: Consulting in the field of sustainable agricultural and livestock production and distribution, research into the role of campaigners in ethical consumption, and running a nationwide online media outlet on ethical food.
■Kodawariya Co., Ltd. Yukiko Fujita
　Area of expertise: Worked as a buyer for 27 years at a specialty retailer of domestically and internationally produced natural and organic foods, where he was involved in product development, discovering local products, and merchandising. Product development based on the keywords organic, natural, sustainable, healthy, environmental conservation, and social contribution
■ Chefs for the Blue General Incorporated Association Hiroko Sasaki
　Areas of expertise: Awareness-raising activities regarding the sustainable production and use of marine resources, promotion of ethical food consumption involving the wider food and beverage industry, and writing articles on gastronomy and sustainability both in Japan and overseas.
■Fujita Kaori
　Areas of expertise: Corporate biodiversity and natural capital management and regional revitalization based on SDGs and ESG
■Patagonia Japan Branch Etsuko Nakanishi
　Areas of expertise: Environmental and social activism. Campaign strategies for environmental and social themes such as the climate crisis and biodiversity, stakeholder communication, engagement, relationship building, and co-creation practices.
■foodskole Takumi Hirai
　Areas of expertise: Content creation, creative production, and project promotion based on the keywords "food, entertainment, and learning" through experience in advertising agencies and education in schools.
■Rikkyo University, Fuji Oil Group Holdings Co., Ltd. Mariko Kawaguchi
　Areas of expertise: Over 20 years at a securities think tank, conducting research on CSR and ESG investment, which are areas of sustainability in business and finance, and providing advice to companies and investors. He has been conducting research on sustainable consumption and ethical consumption for the past 10 years. Since April 2020, he has been working at Fuji Oil Group Headquarters, promoting sustainability from a food perspective.
■CHOMPOO　Morie Miki
　Specialty: Practice and communication of sustainable food beyond the traditional framework of a chef, including publishing a food magazine and producing restaurants.
■Cooking News Agency Co., Ltd. Suga Tomoko
　Specialty: Promoting ESD (Education for Sustainable Development) as lifelong learning through curriculum design that utilizes food
■One Planet Cafe Co., Ltd. Peo Ekberg
　Area of expertise: Global sustainability educator and entrepreneur

CCC Marketing's group mission is "UNIQUE DATA, SMALL HAPPY." Its major mission is to connect "individual lifestyles" with the "society" that surrounds them, and to create small moments of happiness every day for every person in the world. It aims for T Points and T Cards to "connect people and society."By refining unique data into valuable information and working together to address various social issues, we aim to create a better, more sustainable society.

*1 Unique data refers to over 70 million single IDs, over 5 billion purchasing transactions per year, 6 billion types of product data handled by a network of 200,000 stores, 300 items of customer DNA persona data, offline and online movement and behavior data, media contact data, and CCCMK Group's original enhanced data.
*2 Data is derived in a way that does not identify individual customers, such as names or addresses.
*3 We take our customer privacy into consideration when we carry out our activities. For details on how we handle customer information, please click here.
*4 Participants in the "T Card Everyone's Ethical Food Lab" session will engage in dialogue about ethical food action based on a variety of perspectives. This initiative is not a collaboration or partnership between the companies or organizations to which the participants belong.

Materials related to this matter

Launch of "T Card Everyone's Ethical Food Lab," a co-creation platform that utilizes T's unique data to take on the challenge of "sustainable food"

Inquiries regarding this matter
CCC Marketing Co., Ltd.
Public Relations Officer: Ando
TEL: 03-6800-4464