[Event Report] Experiential Business Matching Event "Premium Matching Fair" Connecting Top Producers from Higashi-Mikawa with Chefs and Buyers Nationwide Held
Sala Real Estate Co., Ltd. held an experiential business matching event, the "Premium Matching Fair," on March 16th and 17th, 2026, connecting top producers from the Higashi-Mikawa region with chefs and buyers nationwide. The event aimed to promote the rich appeal of Higashi-Mikawa's ingredients and foster new transactions and product development.
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- 📰 Published: April 3, 2026 at 19:05
Sala Real Estate Co., Ltd. (Headquarters: Toyohashi City, Aichi Prefecture) held an experiential business matching event, the "Premium Matching Fair" (hereinafter "this event"), connecting producers from the Higashi-Mikawa region with chefs and buyers from across Japan (hereinafter "participants"), as part of the Higashi-Mikawa Food Valley initiative on March 16th (Mon) and 17th (Tue), 2026.
The objective of this event is to convey the appeal of Higashi-Mikawa's ingredients more deeply and to foster relationships that lead to new transactions and product development through direct interaction between producers and participants.
The Higashi-Mikawa region, where the event took place, is located in the eastern part of Aichi Prefecture and consists of eight municipalities, including the core city of Toyohashi. Blessed with natural conditions such as the Toyokawa Irrigation Canal and abundant sunshine hours, it is one of Japan's leading agricultural areas, boasting an agricultural output of approximately 150 billion yen, producing diverse ingredients such as vegetables, fruits, livestock, and marine products.
On the day of the event, 17 groups of producers engaged in agriculture, fisheries, and livestock farming in Higashi-Mikawa, along with 24 individuals from 15 businesses of participating chefs and buyers from across Japan, attended.
Through producer pitches (presentations), one-on-one dialogues between producers and participants, networking sessions, and farm tours on the following day, the two-day event deepened understanding of the ingredients' appeal and production sites, and allowed participants to experience the personalities and passions of the producers.
## "5-Minute Pitches" to Convey Producers' Commitment and a Business Negotiation Venue
On DAY1, producers gave pitches to introduce their unique commitments.
Each producer introduced their cultivation techniques and the characteristics of their ingredients. Participants listened intently, taking notes to deepen their understanding of the ingredients.
Following the pitches, a one-on-one talk session was held between producers and participants, where opinions were exchanged on specific sourcing and utilization methods in cuisine, accompanied by tastings.
Direct dialogues between producers and participants, who usually have few points of contact, led to discussions about new possibilities for ingredients and future transactions.
## Networking Session to Savor Higashi-Mikawa Ingredients
On the evening of DAY1, a networking session was held, featuring a buffet made with abundant produce from the participating producers. The salad bar was adorned with visually appealing dishes such as "Mother Victoria and Radish Salad" and "Snap Pea Salad."
For fish dishes, creations utilizing Higashi-Mikawa's bounty from the sea, such as "Silk Princess Salmon and Lime Ceviche" and "Mehikari Fried Chicken," were served.
By actually tasting dishes made from the participating producers' products, participants could more concretely experience the ingredients' appeal. Conversations between producers and participants flowed from the food, and the venue was vibrant throughout.
For participants, it was a valuable opportunity to taste the characteristics of the products and exchange opinions directly with producers. For producers, it was a chance to directly learn about the needs of chefs and buyers, thereby discovering new possibilities for their products.
## Farm Tours Visiting Mountains, Towns, and Seas
On DAY2, a "site visit type" matching event was held, guiding participants to actual production sites.
Course A, "Blessed Mountain Tour," visited mountainous areas around Shinshiro City, including the production sites of Radish-ya (radishes), team550 Kenji Takeshita (spinach), Aichi Freshwater Aquaculture Cooperative (Silk Princess Salmon), Genji Beef Farming Cooperative (Genji Wagyu), and Suzuki Seicha (tea, chestnuts).
Course B, "Rich Town Tour," visited areas around Toyokawa City and Gamagori City, including production sites such as Kikurage no Mise (wood ear mushrooms), Hyakunen Kakien Bell Farm (Jiro persimmons), Yamamoto Suisan (Mehikari, shrimp), and Midori no Kaze Farm Kitagawa (snap peas, asparagus).
Course C, "Bountiful Sea Tour," toured areas around Tahara City and Toyohashi City, visiting Hokushin (cabbage), Suzuki Farm (tomatoes), Kondo Apiary (honey), ON THE CITRUS Kawai Fruit Garden (lemons, bergamot), and Fukui Brewery (sake).
The objective of this event is to convey the appeal of Higashi-Mikawa's ingredients more deeply and to foster relationships that lead to new transactions and product development through direct interaction between producers and participants.
The Higashi-Mikawa region, where the event took place, is located in the eastern part of Aichi Prefecture and consists of eight municipalities, including the core city of Toyohashi. Blessed with natural conditions such as the Toyokawa Irrigation Canal and abundant sunshine hours, it is one of Japan's leading agricultural areas, boasting an agricultural output of approximately 150 billion yen, producing diverse ingredients such as vegetables, fruits, livestock, and marine products.
On the day of the event, 17 groups of producers engaged in agriculture, fisheries, and livestock farming in Higashi-Mikawa, along with 24 individuals from 15 businesses of participating chefs and buyers from across Japan, attended.
Through producer pitches (presentations), one-on-one dialogues between producers and participants, networking sessions, and farm tours on the following day, the two-day event deepened understanding of the ingredients' appeal and production sites, and allowed participants to experience the personalities and passions of the producers.
## "5-Minute Pitches" to Convey Producers' Commitment and a Business Negotiation Venue
On DAY1, producers gave pitches to introduce their unique commitments.
Each producer introduced their cultivation techniques and the characteristics of their ingredients. Participants listened intently, taking notes to deepen their understanding of the ingredients.
Following the pitches, a one-on-one talk session was held between producers and participants, where opinions were exchanged on specific sourcing and utilization methods in cuisine, accompanied by tastings.
Direct dialogues between producers and participants, who usually have few points of contact, led to discussions about new possibilities for ingredients and future transactions.
## Networking Session to Savor Higashi-Mikawa Ingredients
On the evening of DAY1, a networking session was held, featuring a buffet made with abundant produce from the participating producers. The salad bar was adorned with visually appealing dishes such as "Mother Victoria and Radish Salad" and "Snap Pea Salad."
For fish dishes, creations utilizing Higashi-Mikawa's bounty from the sea, such as "Silk Princess Salmon and Lime Ceviche" and "Mehikari Fried Chicken," were served.
By actually tasting dishes made from the participating producers' products, participants could more concretely experience the ingredients' appeal. Conversations between producers and participants flowed from the food, and the venue was vibrant throughout.
For participants, it was a valuable opportunity to taste the characteristics of the products and exchange opinions directly with producers. For producers, it was a chance to directly learn about the needs of chefs and buyers, thereby discovering new possibilities for their products.
## Farm Tours Visiting Mountains, Towns, and Seas
On DAY2, a "site visit type" matching event was held, guiding participants to actual production sites.
Course A, "Blessed Mountain Tour," visited mountainous areas around Shinshiro City, including the production sites of Radish-ya (radishes), team550 Kenji Takeshita (spinach), Aichi Freshwater Aquaculture Cooperative (Silk Princess Salmon), Genji Beef Farming Cooperative (Genji Wagyu), and Suzuki Seicha (tea, chestnuts).
Course B, "Rich Town Tour," visited areas around Toyokawa City and Gamagori City, including production sites such as Kikurage no Mise (wood ear mushrooms), Hyakunen Kakien Bell Farm (Jiro persimmons), Yamamoto Suisan (Mehikari, shrimp), and Midori no Kaze Farm Kitagawa (snap peas, asparagus).
Course C, "Bountiful Sea Tour," toured areas around Tahara City and Toyohashi City, visiting Hokushin (cabbage), Suzuki Farm (tomatoes), Kondo Apiary (honey), ON THE CITRUS Kawai Fruit Garden (lemons, bergamot), and Fukui Brewery (sake).
FAQ
What is the Premium Matching Event?
It's an experiential event where Higashi-Mikawa producers directly meet chefs and buyers from across Japan to foster new business deals and product development through negotiations and interactions.
What were the main objectives of the event?
To convey the appeal of Higashi-Mikawa's ingredients, build relationships between producers and participants, and promote the development and revitalization of the region's food industry.
Why was the 'Farm Tour' important?
By visiting actual production sites, participants could deeply understand the background of ingredients and the producers' dedication, applying this knowledge to concrete business discussions and product development.