[Event Report] Experiential Business Matching Event "Premium Matching Session" Held, Connecting Top Producers from Higashi-Mikawa with Chefs and Buyers Nationwide

Sala Real Estate Co., Ltd. (Headquarters: Toyohashi City, Aichi Prefecture) held an experiential matching event, "Premium Matching Session" (hereinafter referred to as "this event"), on March 16 (Mon) and 17 (Tue), 2026, as part of the Higashi-Mikawa Food Valley initiative. This event connected producers from the Higashi-Mikawa region with chefs and buyers from across Japan (hereinafter referred to as "participants").

This event was held with the aim of more deeply conveying the appeal of Higashi-Mikawa's ingredients and fostering relationships that lead to new transactions and product development through direct interaction between producers and participants.

The Higashi-Mikawa region, the stage for this event, is located in the eastern part of Aichi Prefecture and consists of eight municipalities, including the core city of Toyohashi. Due to natural conditions such as the Toyokawa Waterway and abundant sunshine hours, it is one of Japan's leading agricultural areas, boasting an agricultural output of approximately 150 billion yen, producing a diverse range of ingredients including 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, and 24 individuals from 15 businesses nationwide participated.

Through pitches (presentations) by producers, individual dialogues and networking sessions between producers and participants, and farm tours on the following day, the two-day event provided an opportunity to deepen understanding of the appeal of ingredients and the production sites, as well as to experience the personalities and passions of the producers.

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"5-minute pitches" conveying producers' commitment and a business negotiation venue

On DAY 1, producers gave pitches introducing their unique commitments.

Each producer introduced their cultivation techniques and the characteristics of their ingredients. Participants listened intently, taking notes and deepening their understanding of the ingredients.

After the pitches, time was set aside for one-on-one talks between producers and participants, where they exchanged opinions on specific procurement and culinary applications, accompanied by food tasting.

Direct dialogue between producers and participants, who usually have few points of contact, led to discussions about new ingredient possibilities and future business opportunities.

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Networking event to savor Higashi-Mikawa ingredients

On the evening of DAY 1, a networking event was held featuring a buffet meal generously prepared with products from the participating producers.
The salad corner adorned the tables with visually appealing dishes such as "Mother Victoria and Radish Salad" and "Snap Pea Salad."

For fish dishes, plates featuring the bounty of Higashi-Mikawa's sea, such as "Kinuhime Salmon and Lime Ceviche" and "Deep-fried Mehikari," were served.

By actually tasting the dishes made from the participating producers' products, participants were able to experience the appeal of the ingredients more concretely. The food sparked lively conversations with the producers, and the venue was filled with a vibrant atmosphere throughout.

For participants, it was a valuable opportunity to directly exchange opinions with producers while savoring the characteristics of their products. For producers, it was a chance to directly learn about the needs of chefs and buyers, thereby discovering new possibilities for their products.

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Farm tours touring mountains, towns, and the sea

On DAY 2, a "site visit type" matching event was held, guiding participants to actual production sites.

Course A, "Tour of Blessed Mountains," visited mountainous areas around Shinshiro City, including production sites for Radish-ya (radishes), team550 Kenji Takeshita (spinach), Aichi Freshwater Aquaculture Fisheries Cooperative (Kinuhime salmon), Genji Beef Cattle Association (Genji Wagyu), and Suzuki Seicha (tea, chestnuts).

Course B, "Tour of Rich Towns," visited areas around Toyokawa City and Gamagori City, including production sites for Kikurage no Omise (wood ear mushrooms), Hyakunen Kaki-en Bell Farm (Jiro persimmons), Yamamoto Suisan (Mekihari, shrimp), and Miryoku no Kaze Farm Kitagawa (snap peas, asparagus).

Course C, "Tour of Bountiful Sea," visited areas around Tahara City and Toyohashi City, including Hokushin (cabbage), Suzuki Farm (tomatoes), Kondo Apiary (honey), ON THE CITRUS Kawai Fruit Farm (lemons, bergamots), and Fukui Sake Brewery (sake).

For participants, visiting actual production sites, which they usually don't see, was an opportunity to gain a deeper understanding of the background of the ingredients and the producers' passion.

During the farm tours, a special "emCAMPUS FOOD lunch" featuring producers' ingredients was provided, following the first day, further deepening interaction among participants.

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Voices of participants

Participants of this event shared the following feedback:

"It was very good to hear the raw voices of the producers and their struggles and joys in creating their products directly. I felt that such feelings are also conveyed as the 'taste' of the dish."
"From their explanations, backed by pride in their products and deep knowledge, I felt the producers' high level of expertise and communication skills."

Producers also commented:
"It was very informative to interact with people I don't usually meet."
"I felt the potential for new sales channels and collaborations."

Thus, it became a meaningful exchange for both parties.

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Bringing the appeal of Higashi-Mikawa's food to the nation

This event created a special matching platform where producers in Higashi-Mikawa, who are committed to production with high skills, could directly interact with participants.
Through dialogues that shared the appeal of ingredients and the background of their production, it became an opportunity not only for new transactions and product development possibilities but also for building continuous relationships between producers and participants.

The Higashi-Mikawa Food Valley will continue to promote the value of local food and create new businesses through initiatives that connect producers with chefs and buyers.

Event Outline

March 16, 2026 (Mon) 14:00-20:30 / March 17 (Tue) 8:30-17:30

March 16

14:00-18:00 Premium Matching Session

18:00-20:30 Networking Event

Venue: emCAMPUS FOOD (2-81 Ekimae-Odori, Toyohashi City, Aichi Prefecture)

March 17

08:30-17:30 Farm Tours

Meeting Point: Hotel Arc Riche Toyohashi (1-55 Ekimae-Odori, Toyohashi City, Aichi Prefecture)
Visiting Locations: Various production sites (farms)

Contact Information

Sala Real Estate Co., Ltd. Food Valley Group

Phone: 0532-51-5800 (Mon-Fri 10:00-12:00, 13:00-17:00)

Email: higashimikawa-foodvalley@sala.jp

Higashi-Mikawa Food Valley website here (https://higashimikawa-foodvalley.jp/)

*About Sala Group

A corporate group consisting of 48 lifestyle-related companies with Sala Corporation (Headquarters: Toyohashi City, Aichi Prefecture, Representative Director and President: Goro Jinno, Securities Code: 2734) as the holding company.

Click here for more details on Sala Group's 2030 Vision and 6th Medium-Term Management Plan