Consumers Select Stores That Make Them Want to Buy Vegetables: Results Announced for the 'Fresh Produce Display Contest 2026' Aimed at Boosting Vegetable Consumption

Kagome Co., Ltd. (President and CEO: Harunobu Okuya, Head Office: Nagoya, Aichi Prefecture) conducted the 'Let’s Create Stores That Make People Want to Buy Vegetables! Fresh Produce Display Contest 2026' from March to April. The contest received entries from 780 sales areas across 42 companies nationwide. On May 29 (Friday), a final judging session was held at Kagome’s Tokyo headquarters, featuring lifestyle consumers who are highly interested in vegetables and food.

Judges evaluated each display from a consumer perspective, focusing on criteria such as 'conveying freshness,' 'clarity of information,' and 'ease of selection,' to determine which setups made them want to buy and eat more vegetables. As a result, 'Aeon Style Kitataketa' won the Grand Prix in the 'Colorful Seasonal Vegetables for Your Table' category, while 'Seiyu The Mall Sendai Nagamachi' took the top prize in the 'Eat More Tomatoes' category.

Moving forward, Kagome will continue to promote initiatives that raise awareness of vegetables and expand consumption to address the social issue of insufficient vegetable intake.

※ Refers to members of &KAGOME, a community platform operated by Kagome where users interested in vegetables and food can interact, share information, and exchange experiences.

■ Background of the Initiative

According to the Ministry of Internal Affairs and Communications' 'Household Survey,' while spending on fresh vegetables has increased, the quantity purchased has been declining. In 2025, fresh vegetable purchases reached the lowest level in the past 20 years, continuing the trend from 2024. A similar decline is observed in fresh tomato purchases. Amid prolonged high vegetable prices, consumer behavior may not only be limited by affordability ('too expensive to buy') but also by decreasing interest ('lack of motivation to purchase'). In this context, fresh produce sections—the everyday touchpoints of shopping—play a crucial role in influencing consumers’ purchasing intentions. Therefore, Kagome has partnered with retailers to launch this display contest targeting entire fresh produce sections, aiming to spark interest in vegetables and boost overall consumption.

Special Website for the 'Let’s Create Stores That Make People Want to Buy Vegetables! Fresh Produce Display Contest 2026'

URL: https://cp-master.com/seikadisplay-contest2026result

■ Grand Prix Winners and Judges’ Comments

Grand Prix, 'Colorful Seasonal Vegetables for Your Table' Category: Aeon Style Kitataketa

- The display evokes the image of a farm, allowing customers to experience the joy of harvesting
- Vibrant and colorful visuals that spark excitement just by looking
- Effectively highlights the freshness of vegetables, making them highly appealing
- A powerful and impactful presentation with overwhelming volume
- The overall atmosphere strongly conveys a sense of earth and nature
- A truly impressive and novel vegetable display unlike any seen before

Grand Prix, 'Eat More Tomatoes' Category: Seiyu The Mall Sendai Nagamachi

- Neat and carefully arranged displays that feel clean and pleasant
- Brightly colored tomatoes are attractively lined up, creating a joyful visual experience
- Well-organized and easy-to-navigate layout that naturally encourages customers to pick items up
- The care and attention from store staff are evident, creating a trustworthy atmosphere
- Clear and straightforward pricing enhances the sense of accessibility
- A highly engaging and appealing display that excites tomato lovers

■ Overview of the 'Let’s Create Stores That Make People Want to Buy Vegetables! Fresh Produce Display Contest 2026'

Eligible Stores: Retail stores nationwide

Participation Requirements: At least one Kagome product must be displayed in the produce section

Application Period: March 2 (Mon), 2026 – April 30 (Thu), 2026

Target Products: All vegetables and Kagome products

Categories: 'Colorful Seasonal Vegetables for Your Table' and 'Eat More Tomatoes'

Judging Method: Rigorous evaluation through voting and judging sessions by members of Kagome’s community platform, &KAGOME

■ Final Judging Session Overview

Date: May 29 (Fri), 2026

Location: Kagome Tokyo Headquarters

Judges: Online voting was conducted by 1,953 members of the &KAGOME fan site, followed by a final in-person judging session with 19 members selected by lottery

Judging Method: Evaluation and voting based on 18 criteria, including 'conveying freshness' and 'well-organized, easy-to-choose displays'