Japan’s Agri-Food Industry Moves Towards Revenue Generation

At the recent SKS Japan summit in Tokyo, Norikazu Suzuki, Japan’s Minister of Agriculture, Forestry, and Fisheries, made a striking entrance with a new perspective. Unlike the traditional survival-focused rhetoric, Suzuki emphasized that the food and agriculture sectors should aim for substantial revenue generation.

A Shift in Ministerial Messaging

His remarks signify a significant departure from the ministry’s historically protectionist approach, as he stated, “Ensuring food security, stability, and protecting rural regions remain vital—but beyond that, Japan has incredible new technologies. The message is: let’s use them to earn and compete globally.”

Suzuki shared a revealing anecdote from a recent discussion regarding his appointment. He was urged to “earn, earn! (稼ぐのよ！稼ぐのよ!)” in his new role, an exhortation many believe came from Japan’s new Prime Minister, Sanae Takaichi.

Why This Matters

This language shift represents a stark break from the usual bureaucratic terminology. Barry O’Neill, a partner at Tokyo-based impact investment firm Value Create Ventures, described Suzuki’s use of the phrase as “quite shocking.” He elaborated, stating, “MAFF ministers typically focus on protection and safety nets. Suzuki’s words are a direct challenge to the old image of farmers as mere recipients of support, reframing them as entrepreneurs who can export, commercialize their technology, and engage in global competitiveness.”

With Suzuki asserting that the era of ministry protectionism “must change,” the implications for the agrifood sector in Japan are profound.

Challenges Facing Japan’s Agrifood Sector

• Labor Shortages: Japan’s aging population poses significant challenges to the agricultural labor force, with nearly half over the age of 70.
• Food Self-Sufficiency: Japan imports over 60% of its food supply, relying heavily on imports for essential staples like wheat (90%) and corn (100%).
• Dependence on Imports: The country imports about 80% of its fertilizer and 90% of its animal feed, which contributes to food security concerns.
• Geopolitical Vulnerability: Potential conflicts in the Taiwan Strait could disrupt vital agrifood shipping routes.

Addressing Global Challenges

Suzuki also highlighted the need for Japan to play a proactive role in addressing global issues such as climate change, population growth, and an increasing number of refugees. He believes these challenges require collective solutions.

What’s Next for MAFF

Looking ahead, Suzuki aims to focus on commercializing Japan’s food technology for global competition, signaling MAFF’s evolution from a regulatory body to a growth-oriented ministry. As O’Neill states, “If he follows through, that changes how startups and investors can engage with government.”

MAFF is in the process of finalizing Japan’s first dedicated foodtech strategy following two years of consultations with various stakeholders. Hirotaka Tanaka, CEO of Unlockx, is set to chair this strategic initiative, marking a transformative moment for Japan’s agrifood landscape.