“T-Card Minna-no EthicalFood Lab”

Fullhouse takes part in the “T-Card Ethical
Food Lab for Everyone” project!

“Ethical consumption”, the term we hear often these days, means choosing products that show consideration for the environment, people, society, and animals. In the era where “being ethical or not” is one of the determining factors of shopping, the more ethical-conscious people there are, the more the impact on society and Earth.

The “T-Card Ethical Food Lab for Everyone” (T-Card Minna-no Ethical Food Lab) project (organized by CCCMK Holdings Co., Ltd.) was launched in March 2021, based on the idea that in this changing society, if each consumer chooses ethical food in their daily meals and shopping that fit each of their lives, and think little by little about it, such actions will lead to the realization of “sustainable food” in due course.

It is a co-creation platform where everyone involved in food – such as sustainability/food experts, producers, processing/distribution/retail business owners, restaurant owners, and the T-Members that account for one in two citizens in Japan think and implement ethical food actions that lead to “sustainable food” through numerous conversations.

At “T-Card Ethical Food Lab for Everyone”, we first addressed the current situation where people cannot identify ethical food, and set its criteria through discussions with experts and companies. In the future, we plan to launch a tool which, when T-Members purchase products that fulfill the ethical food standards in their daily shopping activities, award them the “ethical food action scores” which visualize their ethical food consumption and raise their appetite to purchase ethical foods.
In addition, we send out various information to bring enlightenment to “ethical food”.

“Hello, Ethical: A Pizza Place That Changes
The Future”

Mirai ga Kawaru Pizza-ya-san) at “CRAZY PIZZA SQUARE” for the media to get acquainted with ethical food. We provided eight types of special pizza created by Mr. Masakazu Taira, chef of “Don Bravo” and “CRAZY PIZZA” both of which attract fans from all over Japan, and Mr. Kan Morieda, an up-and-coming food producer/chef who is involved in the setting of the “ethical food” criteria. Pizza uses various ingredients such as vegetables, meat, and fish as toppings; it is the kind of food familiar to all sorts of people and easy to eat. We took advantage of this characteristic of pizza and designed the experiential event where participants could learn through eating pizza that “anyone can take ethical actions”. At the event, we provided each piece of pizza in a box; when you opened the box, you could find out what kind of future in food the chosen pizza led to. We received favorable reviews from the media people who had participated in the event, saying that it was an opportunity to learn through experiencing what “ethical food” was all about.

“Hello, Ethical!: Thinking of Earth through Shopping”

For one month starting from “World Food Day”, October 16, 2022, we operated a limited-time ethical food specialty store, “Hello, Ethical!: Thinking of Earth through Shopping” (Hello, Ethical!: Okaimono kara Chikyu wo Kangaeru) where ethical coffee and chocolate products gather. The chocolates and coffees that hit the shelves were all delicious and, at the same time, met the “ethical food criteria”. We also exhibited how each product meets the “ethical food criteria” in what way and how the participating companies address social issues. We validated the evidence of how the consumers’ attitudes and purchasing practices changed when ethical foods were presented with information and background stories, and looked into the hints to create an ethical food market.

Fullhouse will continue to send out information as part of the “T-Card Ethical Food Lab for Everyone” project from the communication standpoint, to promote ethical food actions in the society through recognizing the presence of “ethical food” and the social issues behind.

★For more details on “T-Card Ethical Food Lab for Everyone”, go to the following websites (Japanese language only):

https://ethicalfoodlab.tsite.jp

https://note.com/note_ethicalfood(Activity updates on as-needed basis!)

https://twitter.com/T12680041(Updates on useful information on ethical matters)