New Initiative Launched for Stable Procurement of Fruits and Vegetables

NTT DATA CCS Corporation, Hachinohe Chuo Seika Co., Ltd., Marukan Yamagata Seika Market Co., Ltd., Ishinomaki Seika Co., Ltd., Takamatsu Seika Co., Ltd., Kurume Seika Co., Ltd., and Chikuhou True Farm Co., Ltd. will jointly launch a study council and commence a demonstration experiment to build a new distribution model that stably delivers "necessary fruits and vegetables, when they are needed."

To address the changing environment surrounding domestic fruit and vegetable distribution (changes in consumption structure and expansion of demand for processed goods, decrease in domestic production population, the 2024 logistics issue, etc.), this initiative aims to optimize supply and demand and achieve stable procurement by visualizing supply and demand from a long-term perspective and matching it with yield forecasts from markets and production areas, as well as to improve logistics efficiency.

Background

In recent years, the environment surrounding domestic fruit and vegetable distribution has undergone significant changes. With the decrease in direct household consumption, demand for processed and commercial use, mainly for deli products and the restaurant industry, has expanded. In addition, factors such as the aging of producers, population decline, and transportation restrictions due to the 2024 logistics issue have brought to the fore challenges that are difficult to address with traditional supply-demand adjustments and transaction methods.

Furthermore, for demand-side companies such as food processing companies and retailers like supermarkets, stable raw material procurement and response to price fluctuation risks have become more important than ever. Without a unified approach to production, distribution, and procurement, it is becoming difficult to build a sustainable food value chain.

Overview

The main objectives of this initiative are as follows:

To optimize supply and demand by visualizing and matching supply and demand over the long term.

To aim for consolidation and efficiency of logistics by utilizing existing market infrastructure.

To aim for stabilization of supply through relay from production areas.

To aim for stabilization of income through production that meets demand.

By linking demand plans with yield forecasts while utilizing existing fruit and vegetable market infrastructure, we will optimize supply and demand by item and by season. This aims to achieve stable procurement with reduced waste and imbalances, as well as to improve logistics efficiency and stabilize producer income. In this demonstration experiment, we will share knowledge among stakeholders through the study council and verify the effectiveness of digital technologies, including the use of AI (Artificial Intelligence), and operational challenges.

Figure 1: Overview of this Initiative

Future Outlook

Moving forward, based on the knowledge gained through this demonstration experiment, we will proceed with the examination of a more practical operational model. Concurrently, we will promote the creation of a system that views the entire process from production to procurement as an integrated whole, aiming to establish an environment where "necessary fruits and vegetables can be stably supplied, when they are needed."

Furthermore, to expand the circle of co-creation for the realization of sustainable fruit and vegetable distribution, we are widely recruiting demand-side companies, producers, and related businesses interested in this initiative. Those who wish to participate in this initiative are requested to contact the inquiry contact below.

Participating Companies in the Demonstration Experiment

The following companies are participating in this demonstration experiment. (As of June 29, 2026)

NTT DATA CCS Corporation (Headquarters: Shinagawa-ku, Tokyo, President and Representative Director: Shigeru Taguchi)

Hachinohe Chuo Seika Co., Ltd. (Headquarters: Hachinohe City, Aomori Prefecture, Chairman and Group CEO: Yoshitaka Yokomachi)

Marukan Yamagata Seika Market Co., Ltd. (Headquarters: Yamagata City, Yamagata Prefecture, President and Representative Director: Shuji Inoue)

Ishinomaki Seika Co., Ltd. (Headquarters: Higashimatsushima City, Miyagi Prefecture, President and Representative Director: Kazuhiko Kikuchi)

Takamatsu Seika Co., Ltd. (Headquarters: Takamatsu City, Kagawa Prefecture, President and Representative Director: Yoshinori Saito)

Kurume Seika Co., Ltd. (Headquarters: Kurume City, Fukuoka Prefecture, President and Representative Director: Hideki Otsudome)

Chikuhou True Farm Co., Ltd. (Headquarters: Kurume City, Fukuoka Prefecture, Representative Director: Ryuichi Ono)

About NTT DATA CCS

From the ocean floor to space. Since our founding, we have delivered IT services in diverse fields. With our strength in development capabilities that handle everything from conception to implementation, we work alongside our customers' ideals, respond with technology, and draw the future of change together. Sincerely, straightforwardly. That is NTT DATA CCS.

Company Name: NTT DATA CCS Corporation Head Office Location: Shinagawa Seaside South Tower, 4-12-1 Higashi-Shinagawa, Shinagawa-ku, Tokyo 140-0002 Company Establishment: April 1970 Capital: 330 million yen President and Representative Director: Shigeru Taguchi URL: https://www.nttdata-ccs.co.jp/

* The contents described in this press release are as of the time of announcement. Please note that the contents may differ from the latest information.

* As this press release is jointly distributed by NTT DATA CCS Corporation, Hachinohe Chuo Seika Co., Ltd., Marukan Yamagata Seika Market Co., Ltd., Ishinomaki Seika Co., Ltd., Takamatsu Seika Co., Ltd., Kurume Seika Co., Ltd., and Chikuhou True Farm Co., Ltd., it may be distributed multiple times.

Inquiries regarding this matter

NTT DATA CCS Corporation

Corporate Planning Department, Branding Team

Asakawa, Abe

E-mail: ccs_pr@hml.nttdata-ccs.co.jp