Today, there is a number of urgent social issues, such as environmental problems, poverty, social discrimination and human rights issues. Businesses are being asked not only to pursue economic value, but also to help address these problems.

The same is true for agriculture, where there is an increasing societal demand to address both economic value and social value simultaneously. This can be seen as a major structural change in the conditions that shape agricultural management.

This symposium will explore the significance of the simultaneous realization of creating shared value in agricultural management and the challenges to realize them from a wide range of perspectives, including production, distribution, and consumption, as well as regional regeneration and relationships with consumers and cities.

This study aims to apply the theoretical framework of creating shared value (CSV) to agriculture. First, it explores the original significance and background of CSV, organizing its development direction based on subsequent criticisms and debates. Second, in parallel, it examines CSV’s applicability to Japanese agriculture. Third, it quantitatively assesses CSV’s actual situation in agricultural corporations and its economic impact. The findings reveal that the CSV concept, as proposed by Porter and Kramer (2011), has been verified and criticized, and more widely developed into an action guideline for addressing social issues through companies. Particularly, CSV research must consider the compliance to issues where there is no win-win scenario between companies and society as well as emphasize stakeholder collaboration for greater social impact. Furthermore, the need for CSV by agricultural management was supported by the increase in the number of large-scale farms and the policy goals balancing sustainability and productivity in Japanese agriculture. A review of corporate social responsibility and CSV confirmed that the concept of CSV is applicable to agricultural management. Finally, a questionnaire survey of agricultural corporations showed that most sustainability initiatives are based on management strategies. These initiatives are linked to economic outcomes through their impact on various forms of management capital. This study’s results provide basic insights into new analytical perspectives on CSV for researchers and new strategic guidelines for practitioners.

This study aims to explore the possibility of creating shared value (CSV) through the continuous management of farmers’ markets in rural areas. Flexible shipping rules attract various types of vending farmers, including women and older farmers. The engagement and information exchange between vendors and customers provide vendors with insights on improving farming practices and shipping activities. In regions where the number of food retail shops is declining, farmers’ markets become the indispensable shops for daily food purchases. Additionally, these markets can serve as a platform for the local economy. These characteristics show that the continuous management of farmers’ markets can create shared values through the revision of products and markets by vendors, which are Michael Porter mentioned as an important leverage for CSV. However, at a macro level, determining the contribution of farmers’ market management to CSV is difficult.

This study examines the current state of edible food waste in Japan and the management strategies to mitigate it through food sharing and improved management of substandard agricultural products. Since peaking in 2015, Japan’s edible food waste has been declining, aided by measures such as markdowns, artificial intelligence-driven automatic ordering systems, and relaxed delivery deadlines. The 2019 enactment of the Food Loss Reduction Promotion Act marked a significant policy shift, aligning with the sustainable development goals. However, Japan still faces challenges in promoting food sharing due to insufficient legal frameworks. In contrast, countries like the United States and France have established robust food bank and food loss reduction systems, including legal protection and tax incentives for food donations.

This paper presents the case studies of two Japanese companies: Nessu Co., Ltd. and Exness Co., Ltd. Nessu focused on donating substandard agricultural products, aiming to donate 1,000 tons in 2024. Exness operated a subscription service for delivering substandard vegetables, planning to reach 3,500 households by 2023. Both companies highlight the logistical challenges and the need for regulatory adjustments to facilitate the distribution of substandard products. This study concludes that while Japan has made progress in reducing food loss, further efforts are needed to enhance food-sharing systems and to address logistical and regulatory barriers. Relaxing appearance standards for fresh produce and improving logistics could significantly enhance the utilization of substandard agricultural products, contributing to sustainable agricultural management and food security.

Muchachaen is a regional cooperative dedicated to creating an ecological community in a depopulated area of western Ehime Prefecture, with a focus on organic citrus farming. Since its inception 50 years ago, it has achieved several milestones, including establishing a direct sales system that has supported the organic farming movement and expanded the network of fellow producers, developing large-scale organic farms operated primarily managed by new farmers, collaborating with local fishermen to implement a circular primary industry model, expanding into a cooperative that supports the local community through welfare initiatives, and fostering sympathy and coexistence with urban residents through various activities, including direct sales.

Looking ahead, Muchachaen’s initiatives have been incorporated into government policies, including the Green Food System Strategy drawn up by the Ministry of Agriculture, Forestry and Fisheries. By 2030, Muchchaen aims to develop the foundations of primary industries that are vital to the local economy, collaborate with local governments to maintain community, deepen relationships with urban residents by fostering coexistence and empathy, and collaborate with overseas countries for mutual benefit.