Pocket Marche Launches "Reproduction Cost" Special Feature to Explain Production Cost Backgrounds in Primary Industry

Ame-kaze Taiyo Co., Ltd. (Headquarters: Hanamaki City, Iwate Prefecture; President: Hiroyuki Takahashi; Stock Code: 5616), which operates the major domestic direct-to-consumer app "Pocket Marche," announced that it will launch a "Reproduction Cost" feature on May 20, 2026, to explain the reasons for rising costs and price revisions, in response to ongoing impacts such as rising production costs due to international geopolitical tensions.

This initiative provides opportunities for producers to directly communicate the realities of their production sites and the background of price revisions to consumers. This facilitates producers in setting prices that reflect production costs while proposing a new way for consumers to choose products by understanding the background behind the pricing.

[Background]
A producer survey conducted by the company revealed that 96.7% of producers are facing rising production costs for materials and fuel. However, many producers are hesitant to raise prices on the platform due to concerns about losing users and consumers' rising living costs.
At the "Producer Roundtable" held in May 2026, opinions were exchanged regarding the spread of shortages in materials and fuel price surges across the country. In response, the company decided to implement this measure, believing it is important to provide opportunities for producers to explain these factors so that consumers can understand and purchase products accordingly.

[What is "Reproduction Cost"?]
In primary industries such as agriculture and fisheries, "reproduction cost" refers to the sales price necessary to secure the costs required to continue the next production cycle. If production costs exceed the sales price due to sudden increases, it may force producers to reduce capital for continued production, potentially making sustainable production difficult in the future.

[Outline of the "Reproduction Cost" Special Feature]
This initiative visualizes the cost structures producers face and their dedication to food on the platform, providing a mechanism for consumers to purchase with understanding.
- Launch of a dedicated page: Collecting products from producers who are sharing information about price revisions and their background.
- Producers explain background to consumers: Encouraging price revisions while having producers explain "why this price" via posts and product pages.
- Proposing new product selection perspectives: Suggesting consumers consider the background of pricing and the reality of production sites when choosing products.