Journal of Food System Research
Online ISSN : 1884-5118
Print ISSN : 1341-0296
ISSN-L : 1341-0296
Symposiums/How Do We Overcome the Food System's Weaknesses?
Confusions Caused by the Vulnerabilities in Food Distribution System and Struggles for Its Recovery and Reconstruction
An Example of Regional Cooperation in Miyagi Prefecture
Koju ITO
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2019 Volume 26 Issue 3 Pages 179-183


In the deep confusion immediately following the Great East Japan Earthquake and with the considerable lack of information, we struggled to support the disaster area and restart food distribution activities through collaboration with business partners not only in Miyagi but in all Japan. This experience became the base of a new regional cooperation among business partners in Miyagi to renew the food distribution system following the disaster. Eventually the cooperation established a new brand, “COCON TOHOKU,” which focuses on high quality and lesser known food resources in the region in order to enhance the regional economy. Outside of the CO-OP, the brand has been distributed to various channels with the number of items under the brand now numbering approximately 160 and annual sales greater than one billion JPY. We also recognize that support from consumers is the key factor in all these activities.

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© 2019 The Food System Research Association of Japan
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