Calbee Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Makoto Egawa) has partnered with Shari Town in Hokkaido and JTB Corporation (Headquarters: Minato-ku, Tokyo; President and Executive Officer: Eijiro Yamakita) to launch a co-creation project aimed at strengthening community engagement through food, agriculture, and tourism. The project aims to revitalize the regional economy by integrating these three sectors. By leveraging the synergies between agriculture—the core industry of Shari Town—and tourism, the initiative seeks to expand visitor exchange. As part of this effort, the 'Calbee Agri Experience Shiretoko Tour,' a three-day journey from Tokyo to Shari Town, will begin sequentially from Thursday, September 17, 2026. Registration will open on Tuesday, June 16, 2026.

[Background of the Initiative]

The Calbee Group entered the potato chip market in 1975. To ensure a stable supply of raw potatoes, it established Calbee Potato Co., Ltd. in Hokkaido—one of Japan’s largest potato-producing regions. Since then, Calbee has worked hand-in-hand with farmers, jointly cultivating potatoes suitable for chips from soil preparation onward. Today, Calbee sources approximately 19% (※) of Japan’s domestic potatoes, primarily from Hokkaido. Shari Town, in particular, boasts a cool climate ideal for potato cultivation, making it one of Japan’s top potato-producing areas, while also being home to Shiretoko, a UNESCO World Natural Heritage site. In January 2025, Calbee signed a basic agreement with Shiretoko Shari Agricultural Cooperative to ensure stable potato procurement and to build and operate a frozen processing facility, with factory operations scheduled to begin in fiscal year 2027—further solidifying its deep ties with the region.

Against this backdrop, Calbee launched this project to share the efforts of Shari Town’s farmers and the value of local industries with a wider audience through experiential visits. This initiative originated from a proposal that won the 'Encouragement Award' in an internal new business idea contest at Calbee and was developed into a concrete plan over approximately two years.

Now, JTB Corporation—renowned for its ability to convert regional resources into experiential value and attract visitors through its nationwide network—has joined the project. Through this three-party collaboration, a new model of sustainable regional development is being created, going beyond conventional tourism and agricultural experiences.

As a practical example of this project, the 'Calbee Agri Experience Shiretoko Tour' will be launched—a three-day experiential tour from Tokyo to Shari Town. Participants will not only enjoy sightseeing in Shiretoko but also observe and experience potato harvesting at farmers’ fields, visit storage facilities, and directly experience the realities of agricultural production. The goal is to deepen participants’ interest in agriculture and understanding of local industries.

Based on the outcomes of this tour, the Calbee Group plans to expand its efforts to other regions in Hokkaido and beyond, aiming to create new value through food, agriculture, and tourism in collaboration with various production areas.

※Fiscal year ending March 2025

[Comments]

—Project Initiator—

Takashi Takahashi

General Manager, Marketing Direction Center

Calbee Co., Ltd.

My own training experience in Hokkaido’s potato fields remains deeply memorable. Conversations with farmers dedicated to the land, and the unique lifestyles of the region, offered many insights into the future of food. I wondered if Calbee—beloved as a fun and familiar brand—could bring producers and consumers closer not just through products, but through experiences and human connections. That vision inspired this project. I hope participants will cherish their time experiencing the nature and agriculture of Shiretoko and Shari.

—Shari Town—

Noshiki Shikano

Director, Industry Department

Shari Town Hall

We are delighted to launch this project in Shari Town, home to the World Natural Heritage site of Shiretoko. We have long shared agricultural ties with the Calbee Group, and we are deeply grateful for this opportunity to let visitors directly experience our town’s agriculture and local charm. Shari Town is nurtured by Shiretoko’s rich natural environment and the bounty of land and sea. We hope this tour allows participants to feel closer to our town’s charm and the hearts of its people.

—JTB Corporation—

Kenji Nomura

Team Manager, Mirai Sōzō (Future Creation) & Co-Creation Team

Business Solutions Division, Business Promotion Department

As social and economic challenges in regional areas grow increasingly complex, JTB has supported regional revitalization through 'exchange creation' by leveraging local resources. We are honored to participate in this project, born from the combined expertise and networks of Calbee and JTB, which allows visitors to experience the charm of Shari Town. We hope to contribute to creating new regional value and achieving sustainable local development.

[Event Overview]

Tour Name

Calbee Agri Experience Shiretoko Tour

Tour Content

Shiretoko sightseeing and agri-experiences (harvester observation, potato harvesting experience, storage facility tour)

Tour Schedule

① September 17 (Thu) – 19 (Sat), 2026

② October 1 (Thu) – 3 (Sat), 2026

③ October 8 (Thu) – 10 (Sat), 2026

※Each tour is a 2-night, 3-day program

Detailed Information

URL: https://www.calbee.co.jp/agri-experience

※Registration will be accepted via the JTB website linked on the above URL.

Registration Start Date

June 16, 2026 (Tue) at 10:00 AM

Number of Participants

20 per tour date

Travel Fee

¥165,000 – ¥183,000 per person (based on double occupancy)

Tour Planning and Operation

JTB Corporation

[Customer Inquiries]

Calbee Agri Experience Shiretoko Tour Office

JTB Corporation, Business Solutions Division, Sixth Business Department

Business Hours: Weekdays 10:00–17:00 (excluding weekends and holidays)

Email: calbee_tour_desk@jtb.com

FACT BOX

  • Source: PR TIMES
  • Category: Partnership