Over 85% of Producers "Considering" or "Wait-and-See" on Price Hikes Despite Rising Costs; Calls for Consumer Understanding Grow
A survey of producers on 'Pocket Marche' revealed that while 96.7% feel rising costs, 85.6% are hesitant to raise prices due to fears of consumer loss. Material shortages are also becoming severe.
📋 Article Processing Timeline
- 📰 Published: April 28, 2026 at 19:00
- 🔍 Collected: April 28, 2026 at 10:31
- 🤖 AI Analyzed: April 28, 2026 at 15:03 (4h 31m after Collected)
Amekaze Taiyo Co., Ltd. (Hanamaki City, Iwate; President: Hiroyuki Takahashi; Ticker: 5616), operator of the major farm-to-table app 'Pocket Marche,' conducted a survey on the impact of the Strait of Hormuz closure and other factors on registered producers. The survey revealed that many producers face rising costs for essential materials and fuel. However, 85.6% of respondents replied they are 'considering' or 'waiting and seeing' regarding price increases, highlighting a reality where cost increases cannot be reflected in prices. Reasons for not raising prices include 'anxiety about consumer acceptance' and 'fear that products will stop selling,' showing that pricing is influenced by relationships with consumers as well as costs. Furthermore, beyond cost increases, obtaining essential materials like agricultural mulch, vinyl, and packaging has become difficult, with reported delays in delivery. In some fishery sites, uncertainty in fry arrival timing has also been reported. Amekaze Taiyo aims to visualize these realities and deliver producers' voices to consumers through talk sessions and various communications.
[Survey Results Summary]
- 96.7% of producers feel increased costs, but 85.6% have not yet implemented price hikes.
- Costs for 'materials/tools,' 'fuel,' and 'fertilizer/chemicals' are rising, with '10-30% increase' being the most common response (nearly half).
- Barriers to price hikes include 'anxiety about consumer acceptance' and 'concern over sales decline,' highlighting that pricing is heavily influenced by consumer reaction.
- Material shortages and delivery delays (mulch, vinyl, packaging) are occurring, affecting production and shipping. A case in Miyazaki reported delayed fry arrivals due to fuel procurement issues.
- Producers are calling for consumers to understand the reality of high costs.
If the situation where costs cannot be reflected in prices continues, profitability will be squeezed, potentially impacting business continuity. Producers noted, 'Prices for all materials have risen 30-50%, but it is hard to pass on these costs.' They urge consumers to first understand the current status.
[Survey Results Summary]
- 96.7% of producers feel increased costs, but 85.6% have not yet implemented price hikes.
- Costs for 'materials/tools,' 'fuel,' and 'fertilizer/chemicals' are rising, with '10-30% increase' being the most common response (nearly half).
- Barriers to price hikes include 'anxiety about consumer acceptance' and 'concern over sales decline,' highlighting that pricing is heavily influenced by consumer reaction.
- Material shortages and delivery delays (mulch, vinyl, packaging) are occurring, affecting production and shipping. A case in Miyazaki reported delayed fry arrivals due to fuel procurement issues.
- Producers are calling for consumers to understand the reality of high costs.
If the situation where costs cannot be reflected in prices continues, profitability will be squeezed, potentially impacting business continuity. Producers noted, 'Prices for all materials have risen 30-50%, but it is hard to pass on these costs.' They urge consumers to first understand the current status.