The Gen Z and Food Textbook Series | The latest trends for food-development support

Supporting the next generation of food development from Gen Z values

The companyAgritureis a Kyoto-born food venture launched by a Gen Z founder born in 1998.Making use of off-spec vegetablesandfair-trade businessThrough it, we support sustainable food development rooted in Gen Z values.

The three big themes surrounding Gen Z and food

There are three major currents in Gen Z's food choices. The first is "SNS and empathy consumption" originating on Instagram and TikTok. A photogenic look and empathy for a story become purchase motives. The second is "sustainability orientation". A pronounced tendency to value socially and environmentally conscious choices, such as off-spec vegetables and fair-trade products. The third is "Wellness". Health- and beauty-conscious, low-guilt eating habits, such as protein and plant-based, are spreading.

The three kinds of support Agriture offers

Empathy-driven product development Integrated support from market research and planning to package strategy. We visualize the reasons consumers feel they "want to choose" it and realize brand design that resonates with Gen Z.OEM contract-processing serviceCommercialization combined with it is also possible.

Ethical supply support Non-standard vegetablesandfair-trade ingredientsMaking use of them, we build a sourcing structure in line with the SDGs. We directly connect production areas and producers with companies, designing a supply chain with social value.

Wellness food design YakuzenWe support product design incorporating and functional ingredients. Balancing nutritional value and deliciousness, we support food development that stays close to the Gen Z lifestyle.

The value only a Gen Z founder can offer

Agriture's founder, Kojima, has felt Gen Z values firsthand -- as a consumer and as the manager of a food manufacturer. That's exactly why we advance efforts that balance food-loss reduction and the sustainability of local agriculture, processing off-spec and surplus vegetables intoDried vegetables・Vegetable powder・Dried fruit. Sustainable food development isn't an obligation; it's about creating "food that's naturally chosen out of empathy." From a Gen Z perspective, we propose the future of the next generation's food.

For details on Agriture's efforts, seethe sustainability page.