Calbee Group, Shari Town in Hokkaido, and JTB Launch Collaborative Project: 'Calbee Agritourism Experience Shiretoko Tour' to Revitalize Regional Economy Through Food, Agriculture, and Tourism

Calbee Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Noboru Ehara) 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 deepening engagement with local communities through food, agriculture, and tourism. This initiative seeks to revitalize the regional economy by integrating these three sectors. By leveraging the synergies between agriculture—the backbone of Shari Town's economy—and tourism, the project aims to expand visitor exchange. As part of this initiative, the 'Calbee Agritourism Experience Shiretoko Tour,' a 3-day trip from Tokyo to Shari Town, will begin sequentially from Thursday, September 17, 2026. Applications will open on Tuesday, June 16, 2026.

【Background of the Initiative】

Calbee Group entered the potato chip market in 1975. To ensure a stable supply of raw potatoes, it established a group company, Calbee Potato Co., Ltd., in Hokkaido—one of Japan’s major potato-producing regions. Since then, Calbee has worked hand-in-hand with farmers through cultivation contracts, jointly focusing on soil development and growing potatoes ideal for potato chips. Today, Calbee sources approximately 19% (※) of Japan’s domestic potatoes, primarily from Hokkaido. In particular, Shari Town in Hokkaido boasts a cool climate, 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 supply and to build and operate a frozen processing facility, with factory operations scheduled to begin in fiscal year 2027—further strengthening its ties with the production region.

Against this backdrop, driven by the desire to share the efforts of Shari Town’s agriculture and potato farmers, as well as the value of local industries, with a broader audience through 'visiting and experiencing,' this project was launched. The initiative originated from a proposal that won an 'Encouragement Award' in Calbee’s internal new business idea contest and was developed into a concrete plan over approximately two years.

This time, JTB Corporation—possessing strong planning capabilities to convert regional resources into experiential value and robust customer acquisition power through its nationwide network—has joined the project. Through this three-way collaboration, a new model of sustainable regional development is being created, going beyond conventional tourism or agricultural experiences.

As a practical example of this project, the 3-day experiential tour 'Calbee Agritourism Experience Shiretoko Tour' will be offered, inviting participants from Tokyo to visit Shari Town. In addition to sightseeing in Shiretoko, participants will observe and experience potato harvesting at farmers’ fields and visit storage facilities, allowing them to experience firsthand the realities of potato production and deepen their interest in agriculture and understanding of local industries.

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

※Fiscal Year ending March 2025

【Comments】

—Project Initiator—

Noriaki Takahashi

General Manager, Marketing Direction Center

Calbee Co., Ltd.

My own training experience in Hokkaido’s potato fields remains deeply etched in my memory. Conversations with farmers dedicated to the land, and the unique lifestyles rooted in the region, offered many insights into the future of food. Calbee, cherished as a fun and familiar brand, could bring producers and consumers closer not just through products, but also through experiences and human connections. Inspired by this vision, I conceived this project. I hope participants will have unforgettable moments in the natural and agricultural landscapes of Shiretoko and Shari.

—Shari Town—

Yoshinori Kanou

Director, Industry Department

Shari Town Office

We are delighted that this project, centered on Shari Town—the town of the World Natural Heritage Site 'Shiretoko'—is now launching. We have long had agricultural ties with the Calbee Group, and we are truly grateful for this opportunity to let more people directly experience our town’s agriculture and local charm. Shari Town is a region nurtured by Shiretoko’s rich natural environment and the bounty of land and sea. We hope this tour allows visitors to connect with our town’s charm and the spirit of its people, making it feel closer to their hearts.

—JTB Corporation—

Kenji Nomura

Team Manager, Mirai Sōzō & Co-Creation Team

Business Solutions Division, Business Promotion Department

As social and economic challenges in various regions grow increasingly complex, JTB has supported regional revitalization through 'exchange creation' by leveraging local resources. We are honored to participate in this project—a collaborative initiative with Calbee that combines both parties’ expertise and networks to allow visitors to experience the charm of Shari Town. We hope to contribute to creating new regional value and achieving sustainable regional development.

【Project Overview】

Tour Name

Calbee Agritourism Experience Shiretoko Tour

Tour Content

Shiretoko Sightseeing & Agricultural Experience

(Harvester Observation, Potato Harvesting Experience, Storage Facility Tour)

Tour Schedule

① Thursday, September 17, 2026 – Saturday, September 19, 2026

② Thursday, October 1, 2026 – Saturday, October 3, 2026

③ Thursday, October 8, 2026 – Saturday, October 10, 2026

※Each tour runs for 2 nights and 3 days

Detailed Information

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

※Applications will be accepted via the JTB website listed on the above URL

Application Start Date

Tuesday, June 16, 2026, 10:00 AM

Number of Participants

20 people per session

Travel Cost

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

Tour Planning and Operation

JTB Corporation

【Customer Inquiries】

Calbee Agritourism 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