[DEAN & DELUCA] Participating in Fair Trade Million Action Campaign, Releasing Limited-Time Menu Where Eating Leads to Support
DEAN & DELUCA will participate in the Fair Trade Million Action Campaign starting May 1, 2026, offering a limited-time menu featuring fair trade ingredients. This initiative aims to connect eating with support for producing regions, promoting ethical choices through daily meals.
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- 📰 Published: April 28, 2026 at 20:00
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Welcome Co., Ltd., which operates DEAN & DELUCA (Headquarters: Minato-ku, Tokyo / Representative Director: Masaki Yokokawa), will participate in the Fair Trade Million Action Campaign hosted by Certified NPO Fairtrade Label Japan (Chuo-ku, Tokyo, Secretary General: Mayuko Shiozaki) starting Friday, May 1, 2026.
In this initiative, as an action where eating leads to support, DEAN & DELUCA will offer limited-time drinks, pastries, and deli dishes incorporating fair trade ingredients, proposing ethical choices through daily meals.
Special Feature Page: https://x.gd/wUDsE
The Fair Trade Million Action Campaign is Japan's largest fair trade awareness and promotion activity, where actions like purchasing products and posting on social media lead to support for producing regions. Since its launch in 2021, it has continued to expand, marking its 6th year in 2026, with approximately 200 companies and organizations participating. During May, designated as Fair Trade Month, "1 action = 1 yen" will be donated and utilized to improve producers' livelihoods and support sustainable agriculture.
DEAN & DELUCA is a gourmet food store that engages with artisans around the world, collecting delicious foods from all over the globe to deliver to its customers.
Valuing the seasonal blessings nurtured by climate and terroir, we are committed to various actions to ensure "deliciousness" continues into the future. We propose the importance of incorporating sustainable ingredients and environmentally friendly lifestyles, such as "sustainable deli dishes" like plant-based options that are delicious while considering the global environment, and "food loss countermeasures" that utilize still-usable ingredients for pastries.
Through these activities, we resonated with Fairtrade Japan's vision and decided to participate in the campaign as an initiative to support producers.
Moving forward, we will continue to propose experiences where eating connects to making society better, in forms easily incorporated into daily dining, and persist in our efforts for the future, embracing the "joy of seeing, the joy of making, and the joy of eating."
Regarding participation in the Fair Trade Million Action Campaign
Masaki Yokokawa, Representative Director of Welcome Co., Ltd. DEAN & DELUCA Group Leader Daisuke Tanaka (This seems to be a mistake in the original, should be only one name or corrected if two people gave quotes)
The fair trade initiative is an extension of our cherished stance of "connecting artisans and customers." In participating, we have deepened our understanding through internal fair trade study sessions, and we believe this campaign will be an opportunity for customers to experience it in a more accessible way. Through our products, we hope to deliver the mechanism where eating leads to supporting producing regions into daily life and expand the opportunities for food choices to connect to a beautiful future.
DEAN & DELUCA will continue to carefully deliver the value behind "deliciousness" towards its brand's 50th anniversary in 2027.
Bringing the connection between "deliciousness" and "society" to daily dining tables.
At market stores, DEAN & DELUCA's chefs and bakers will use fair trade spices, cocoa, and tea leaves to create deli dishes and pastries that highlight the individuality of seasonal ingredients.
At cafe stores, seasonal drinks will feature colorful vegetable smoothies using fair trade moringa and white sesame, along with fruits and vegetables.
* Fair trade ingredient origin is indicated in parentheses.
【Vegetable Smoothies】
"Vegetable Smoothies" are early summer seasonal drinks finished with the natural sweetness of ingredients, infused with fair trade superfoods like moringa, white sesame, and turmeric.
・Vegetable Smoothie Kale × Banana × Moringa ¥778 (tax included): Image left
Fair trade ingredients: Moringa (Philippines), White Sesame (Nicaragua)
Banana, kale, mint, coconut water, date syrup, and white sesame are blended and poured into a cup topped with Greek yogurt and moringa powder. The fresh taste of vegetables and fruits is complemented by the richness and depth of white sesame. Enjoy by mixing the creamy yogurt and vibrant moringa to your liking.
・Vegetable Smoothie Yellow Beet × Mango × Coconut ¥778 (tax included): Image right
Fair trade ingredient: Turmeric (Sri Lanka)
A yellow smoothie made with nutrient-rich yellow beets, lauded as a miracle vegetable, generously mixed with tropical delights like guava, mango, banana, coconut water, and coconut milk. Behind the tropical flavor that spreads with each sip, there's a faint earthy aroma of turmeric, offering a fruity taste.
【Bakery】
Aroma, taste, mouthfeel.
In this initiative, as an action where eating leads to support, DEAN & DELUCA will offer limited-time drinks, pastries, and deli dishes incorporating fair trade ingredients, proposing ethical choices through daily meals.
Special Feature Page: https://x.gd/wUDsE
The Fair Trade Million Action Campaign is Japan's largest fair trade awareness and promotion activity, where actions like purchasing products and posting on social media lead to support for producing regions. Since its launch in 2021, it has continued to expand, marking its 6th year in 2026, with approximately 200 companies and organizations participating. During May, designated as Fair Trade Month, "1 action = 1 yen" will be donated and utilized to improve producers' livelihoods and support sustainable agriculture.
DEAN & DELUCA is a gourmet food store that engages with artisans around the world, collecting delicious foods from all over the globe to deliver to its customers.
Valuing the seasonal blessings nurtured by climate and terroir, we are committed to various actions to ensure "deliciousness" continues into the future. We propose the importance of incorporating sustainable ingredients and environmentally friendly lifestyles, such as "sustainable deli dishes" like plant-based options that are delicious while considering the global environment, and "food loss countermeasures" that utilize still-usable ingredients for pastries.
Through these activities, we resonated with Fairtrade Japan's vision and decided to participate in the campaign as an initiative to support producers.
Moving forward, we will continue to propose experiences where eating connects to making society better, in forms easily incorporated into daily dining, and persist in our efforts for the future, embracing the "joy of seeing, the joy of making, and the joy of eating."
Regarding participation in the Fair Trade Million Action Campaign
Masaki Yokokawa, Representative Director of Welcome Co., Ltd. DEAN & DELUCA Group Leader Daisuke Tanaka (This seems to be a mistake in the original, should be only one name or corrected if two people gave quotes)
The fair trade initiative is an extension of our cherished stance of "connecting artisans and customers." In participating, we have deepened our understanding through internal fair trade study sessions, and we believe this campaign will be an opportunity for customers to experience it in a more accessible way. Through our products, we hope to deliver the mechanism where eating leads to supporting producing regions into daily life and expand the opportunities for food choices to connect to a beautiful future.
DEAN & DELUCA will continue to carefully deliver the value behind "deliciousness" towards its brand's 50th anniversary in 2027.
Bringing the connection between "deliciousness" and "society" to daily dining tables.
At market stores, DEAN & DELUCA's chefs and bakers will use fair trade spices, cocoa, and tea leaves to create deli dishes and pastries that highlight the individuality of seasonal ingredients.
At cafe stores, seasonal drinks will feature colorful vegetable smoothies using fair trade moringa and white sesame, along with fruits and vegetables.
* Fair trade ingredient origin is indicated in parentheses.
【Vegetable Smoothies】
"Vegetable Smoothies" are early summer seasonal drinks finished with the natural sweetness of ingredients, infused with fair trade superfoods like moringa, white sesame, and turmeric.
・Vegetable Smoothie Kale × Banana × Moringa ¥778 (tax included): Image left
Fair trade ingredients: Moringa (Philippines), White Sesame (Nicaragua)
Banana, kale, mint, coconut water, date syrup, and white sesame are blended and poured into a cup topped with Greek yogurt and moringa powder. The fresh taste of vegetables and fruits is complemented by the richness and depth of white sesame. Enjoy by mixing the creamy yogurt and vibrant moringa to your liking.
・Vegetable Smoothie Yellow Beet × Mango × Coconut ¥778 (tax included): Image right
Fair trade ingredient: Turmeric (Sri Lanka)
A yellow smoothie made with nutrient-rich yellow beets, lauded as a miracle vegetable, generously mixed with tropical delights like guava, mango, banana, coconut water, and coconut milk. Behind the tropical flavor that spreads with each sip, there's a faint earthy aroma of turmeric, offering a fruity taste.
【Bakery】
Aroma, taste, mouthfeel.