vol.20 New possibilities for food born from “connecting” (Part 2)

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,
We present the second part of this noteworthy conversation, in which they discuss their journey and their future.

A series of trial and error attempts to tackle a problem with no right answer

Fukumoto　The food industry is fragmented into various sectors such as food manufacturers and the restaurant industry, and each sector has developed independently, resulting in numerous unique customs and rules. Product development must proceed while ensuring safety within these various constraints . I believe this difficulty is a common challenge for many companies.

Yoshida　Ultimately, the service we provide must be customized for each project to be viable. On the other hand, if we were to build everything from scratch for each project, it would raise the question of whether our business could be sustainable.

Fukumoto　We’re always debating how many features we should include and provide, aren’t we?

Yoshida　Yes. I believe that discussion is very meaningful. When “&mog” started, we didn’t have a sufficient network in the food sector, so we were supported by Sigmaxyz’s hub function and deep connections. They also helped us think about how to create successful project case studies, and looking back now, I realize just how important they were.

── As someone who provides support, what do you value most?

Fukumoto The term “supportive companionship” is often used, but for me, it’s less about providing support and more about sharing the same worries and thinking things through together. That’s why I’m always giving it my all (laughs).

Yoshida Ms. Fukumoto constantly incorporates new information and insights, and offers many ideas and options. They will show you the possibilities. There is no single right answer when it comes to creating new products. Within that context, let’s explore the possibilities together. I believe they are the ones who will help me find them.

The role of “&mog” in expanding to a place where challenges gather

Yoshida　Two years have passed since we started, and I feel that our ability to connect people and companies has grown.

Fukumoto　Up until now, the food industry has faced challenges in information sharing and collaboration. I believe that Mitsui Fudosan’s involvement, from a neutral standpoint, is highly significant. Currently, the focus is on verifying and implementing new products and services, but in the future, I hope that the “&mog” initiative will become a platform where we can work together to solve problems, leveraging the food network we have expanded through our activities, as well as Mitsui Fudosan’s assets and development capabilities.

Yoshida　Currently, we are focusing on supporting food business development and operating “&mog Food Lab,” which is equipped with a test kitchen function, aiming to solve challenges in the food industry and create innovation. Personally, I also believe there are food business areas where “&mog” can be the subject of discussion.

Fukumoto　We’d like to work together with chefs to consider the challenges they face, such as “I wish things were like this.”

Yoshida　Even when new ingredients and techniques are developed, the chef’s perspective is indispensable when considering how to deliver them. We have held tasting events in the past, and we would be happy to continue creating new opportunities for encounters and collaborations with chefs in the future.

Those who appeared
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.

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