Food 2040 is a study reviewing the opportunities for the agricultural and food sectors in East Asia over the next three decades.
THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY
USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT
GAIN Report Number: JA2530
Post: Tokyo ATO
Food 2040 - 2012 Activities
CSSF Activity Report
Agricultural Trade Office Activities
Steve Shnitzler, Director, ATO Tokyo
Benjamin Petlock, Deputy Director, ATO Tokyo
Food 2040 is a study reviewing the opportunities for the agricultural and food sectors in East Asia over
the next three decades. Using CSSF funds, ATO Tokyo organized the Food 2040 Symposium and an
Ambassador-hosted evening seminar in Tokyo on April 18th, 2012. These events were the official roll-
out of the Food 2040 study to Japanese stakeholders and were followed up by similar symposiums that
took place in Nagoya and Osaka on September 6th and 7th consecutively. All three sessions were
attended by a mix of decision makers from government, business, and academia sectors.
Food 2040 is a forward looking exploration of opportunities for the agricultural and food sectors in East
Asia over the next three decades. Focusing on the driving forces reshaping food and agriculture, Food
2040 recognizes potential problems, but seeks to discover how ingenuity, technology, and resilience can
create positive outcomes for the region, its inhabitants, and the firms that operate here.
Food 2040 was developed over a year as a tool to create constructive dialogues about the future of food
and agriculture in East Asia. As the report articulates, a wide variety of potent, interacting forces will
drive the food systems in East Asia over the next three decades. Demographic forces will create an
aging society and will change the composition of households. Environmental limits and climate change
will challenge agricultural productivity. Cultural flows will continue to mix Eastern and Western views
of food and health.
Food 2040 was developed to help decision makers in business, government, and non-profits understand
how these forces will drive the development of agriculture and food demand in East Asia. It was also
developed as a tool to create awareness about the real forces that shape agriculture, as opposed to the
political forces that dominate the public discourse about food and agricultural in Japan. The concept of
the report was developed by FAS/Tokyo, and the research itself was funded by the U.S. Grains Council.
The study was unveiled to the Japanese public at Keidanren headquarters in Tokyo on April 18th, 2012.
Introducing the study was U.S. Deputy Chief of Mission, Kurt Tong, and the symposium included a
number of presentations on the future of food, and the role of new technologies in agriculture and the
food sector. Over 200 hundred participants, plus media, attended the Food 2040 Symposium.
Participants consisted of food and agricultural sector representatives from the government, business, and
academia. During the event, several key Japanese business leaders expressed the need for Japan to be
more supportive of free trade efforts, as well as new technologies.
The roll-out symposium was then followed by an evening reception and seminar hosted at the
Ambassador’s residence and supported by CSSF funds. At this event, the reasoning behind the Food
2040 study, as well as a discussion on past and future changes in food production were highlighted.
Over 100 people attended the event, which included high level U.S. and Japanese private and public
center representatives, who were able to meet and improve connections between both countries’
agricultural and food production communities.
Nagoya and Osaka Symposiums
Following the Tokyo event, there were two further symposiums in Nagoya and Osaka on September 6th
and 7th respectively. These events allowed FAS Japan to share the Food 2040 study with important
cities outside of Tokyo. In Nagoya, ATO Tokyo and ATO Osaka coordinated the event with assistance
from the local business support group, Chukeiren, and over 50 participants attended the event. The
Osaka portion was also coordinated by ATO Tokyo and ATO Osaka with assistance from the Osaka
business support organization, the Kankeiren. At this event, there were over 80 participants. Both
symposiums included presentations by FAS, U.S. Grains Council (USGS), and local business
representatives, followed by extensive question and answer sessions. At these symposiums, USGS
would highlight the study, including its main assumptions and findings. This was then followed by
ATO staff presenting an overview of changes in U.S. and Japanese food markets over the past 30 years,
as well as potential future developments. The events then featured extensive discussion between
presenters and attendees on a wide range of topics, including biotechnology, new technologies, and
reaching out to next generation farmers.
Furthermore, at these events, FAS Japan staff and U.S. Consulate representatives were able to make
vital connections in the food and agricultural industries in both Nagoya and Osaka. Given this subject
matter, FAS staff were also able to hold extensive discussions with local Japanese importers and buyers
to gain insight into the future direction of the Japanese imports and demands. Finally, both events also
marked the first time that the ATO Japan offices worked extensively with the Chukeiren and
Kankeiren. Given the important role both of these organizations play in the local business communities
of Nagoya and Osaka, this new relationship could prove key in reaching out to other potential importers
of U.S. foods, as well as partners for future activities in this region.
Food 2040 Presentation in Nagoya
Food 2040 Presentation in Osaka