vol.19 New possibilities for food born from “connecting” (Part 1)

The world of food is constantly seeing the emergence of new technologies and products. However, there are many obstacles to overcome in bringing them to the world.
Mitsui Fudosan’s “& mog” aims to create new value by connecting cities and people, companies and markets, and technology and the food industry.
Miyako Fukumoto of Sigmaxyz, a consulting firm that supports projects from the start, and Nobutaka Yoshida of Mitsui Fudosan,
Here is the first part of a conversation in which they discussed their journey and their future.

What was possible because Nihonbashi is a place where people both work and live.

Yoshida　Mitsui Fudosan has been working with various stakeholders in the Nihonbashi area to develop the city. The food industry has been an indispensable part of this effort. As their interactions with companies involved in food increased, various challenges became apparent.

Furthermore, we began receiving requests from people who wanted to utilize places where people gather, including the commercial facilities we operate, which led us to launch “&mog,” an initiative to support the development of the food industry. Our collaboration with Sigmaxyz, which has deep knowledge of the food industry, marked the beginning of our journey with Ms. Fukumoto.

Fukumoto　Sigmaxyz is a consulting firm, and I specialize in the food and agriculture sectors. Initially, Mitsui Fudosan approached us with a question: “What can we do to help develop the food industry?” What caught my attention was the value of the “space” that Mitsui Fudosan possesses. Companies involved in the food industry have limited opportunities to demonstrate the value of new technologies and products, even when they are developed.

On the other hand, Mitsui Fudosan has commercial facilities and other places where people gather. We thought that by leveraging this strength, we could support food business development while also contributing to the vibrancy of the city. It was with this idea in mind that we proposed the current form of “&mog”.

Yoshida　Initially, one of our missions was to enhance the value of the Nihonbashi area. Therefore, we decided to develop functions to support the food industry. Starting with test store openings in commercial facilities, we began initiatives such as tasting events and business meetings utilizing Mitsui Fudosan’s network.

Fukumoto　I believe it was meaningful precisely because it was Nihonbashi . Many things we were able to achieve were possible because it’s a town where people of all ages gather, each with diverse backgrounds—working, living, and visiting.

For the companies receiving support, it is very valuable to directly hear the genuine voices and reactions of people who actually use their products. It was worth a lot .

── What challenges did you face while working on “&mog”?

Yoshida　For example, if a client company wants to keep its brand name confidential when setting up a test store, they face challenges such as who will make the products and who will sell them in the store. They have a location, hypotheses, and items they want to test. However, not just anyone can sell the products. They also need a sales partner.

Fukumoto　Food and services come with responsibilities regarding safety and quality. That’s why even new ideas require careful verification.

Yoshida　In addition, what I personally found difficult was that the regulations and standards of each company differed more than I had imagined.

That’s the thing. Even for a single issue like the one I just mentioned, the solutions differ from company to company .

(To be continued in Part 2)

Those who appeared
(Photo on the left)
Miyako Fukumoto
Manager at Sigmaxyz Co., Ltd. Graduated from the University of Tokyo. Completed a Master’s program in Social Psychology at the University of Tokyo Graduate School. Joined Sigmaxyz in 2020. Belongs to the Food & Agriculture Specialist Team, dealing with food-related issues on a daily basis. Supported the launch of “&mog” from the beginning.

(Photo on the right)
Nobutaka Yoshida
Mitsui Fudosan Co., Ltd., Nihonbashi Urban Development Promotion Department, Business Group. Majored in aerospace engineering during undergraduate and graduate school, and joined Mitsui Fudosan in 2023. Belongs to the Nihonbashi Urban Development Promotion Department and is currently promoting “&mog by Mitsui Fudosan”.

text: Yuki Kimishima
photo: Kazue Shibuya