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The "Furusato Meihin of the Year" Executive Committee and the Cabinet Secretariat held the "First Regional Trading Company Council" meeting.
The "Hometown Treasures of the Year" Executive Committee, which supports the discovery and market development of regional treasures, along with the Cabinet Secretariat, the Ministry of Agriculture, Forestry and Fisheries, and the Ministry of Economy, Trade and Industry, hosted the "First Regional Trading Company Council" on July 11 at the Ministry of Economy, Trade and Industry in Chiyoda Ward, Tokyo. Aiming to establish and promote "regional trading companies" as command centers for market development, regular seminars will be held going forward. The inaugural meeting on the same day featured panel discussions on regional trading company case studies, regional branding, and market development outside the region, along with short presentations by participating companies.
The "Furusato Meihin of the Year" is a program where private companies supporting regional appeal discover and recognize hidden regional treasures along with the stories and initiatives behind them. The Cabinet Secretariat's Headquarters for Regional Revitalization is also advancing the business development of "regional trading companies" to serve as command centers for market development of specialty products and tourism resources. Recognizing the commonality of these efforts, they will hold regular seminars every two months under the name "Regional Trading Company Council." This aims to enhance knowledge for the effective utilization of government policies, promote collaboration between regions, public and private sectors, and across different fields, and foster new business models.
At the outset, Karen Makishima, Parliamentary Secretary to the Minister of the Cabinet Office, stated, "I expect everyone here to become key players in promoting the appeal of their respective hometowns. By actively participating in discussions and learning from successful examples, I hope we can achieve regional revitalization."
Following her, Furusato Meihin of the Year Executive Committee Chairman Himaru Furuta introduced the program, stating, "Various companies and organizations—including media outlets, travel agencies, and advertising firms—collaborated to create a system that doesn't just sell regional products, but truly promotes the best ones." Mr. Murakami, Senior Advisor at the Cabinet Secretariat's Headquarters for Regional Revitalization, stated, "I want you to learn how to grow good products into profitable ventures. Then, I want us to network to connect these outstanding vertical success stories horizontally across regions."
In his keynote speech themed "Comprehensive Production Connecting Agriculture, Food, and Regional Resources," Ken Matsumoto, Representative of Farmers Forest, introduced examples of regional production initiatives centered around farm parks, efforts to revitalize regions by utilizing underused resources, and initiatives to protect and nurture the environment for future generations. He also addressed challenges for regional trading companies, stating, "Even if a system is built to increase sales channel options through regional trading companies, it's equally important for producers to have the motivation to participate and for their mindset itself to evolve."
Subsequent programs included a panel discussion referencing Farmers Forest's case studies, presentations by participating companies, thematic group discussions, and detailed explanations and individual consultations by participating companies. Participants deepened their interactions while exchanging diverse information.
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