Sustainability Is The Future Of The Japanese Chocolate Market

Thursday, April 16th, 2020 | 1565 Views

Barry Callebaut is partnering with Tokyo-based Yuraku Confectionery to drive sustainability in Japan. Together, the companies are taking an important step forward and call on all chocolate manufacturers and chocolatiers in Japan to come together to make sustainable chocolate the norm.

In order to secure the future of chocolate, Barry Callebaut has persistently championed for a sustainability movement with all the industry players within the chocolate value chain. In 2016, the Company launched Forever Chocolate – a bold plan to make sustainable chocolate the norm by 2025.

In tandem, consumer awareness in Japan on existing sustainability issues has also ascended to unprecedented levels with a strong commitment of the Japanese government to the United Nation’s 2030 Sustainable Development Goals.

“The time for action is now. The new Japanese consumers do not just want chocolate that is tasty and good for them, but also good for the planet and its people. This presents a great opportunity for chocolate manufacturers and artisans to unite behind a common ambition to make sustainable chocolate the norm. We are now working with several companies to develop sustainable products for Japan and we’re looking forward to the announcement in the near future,” said Pascale Meulemeester, Managing Director for Barry Callebaut in Japan.

Research shows consumers in Japan consider sustainability an important factor

A 2019 consumer insights research by Barry Callebaut shows that 72 percent of Japanese consumers consider sustainability as an important factor when purchasing food and drinks. In fact, 31 percent said it is “very important” or “extremely important”. The research also shows that more than 70 percent of Japanese consumers link sustainable chocolate to a sense of feeling good, better quality, trustworthiness and alignment with their personal values. This alignment can be found through the Japanese expression “mottainai” which means “too good to waste”, and is a belief that is deeply ingrained in their culture that conveys love and respect for nature.

One of Japan’s trailblasers for sustainability is Yuraku Confectionery, who just announced (17 March 2020) their transition to 100 percent sustainable chocolate in all their highly popular Black Thunder chocolate bars by 2025.

“Sustainability positions us well, not just today, but for the future. We understand that it is what consumers are asking for and we are happy to partner with Barry Callebaut and its Cocoa Horizons program to lead the way until it becomes the norm in the market,” said Tatsunobu Kawai, President of Yuraku Confectionery.


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