Kagome Co., Ltd. has launched a new initiative called Megumi Meguru Action! aimed at supporting local producers and promoting sustainable agriculture. As the first step of this initiative, the company will release Yasai Seikatsu 100 Fukushima Akatsuki Peach Mix, a limited-edition seasonal beverage featuring Fukushima's prized peaches, available from February 17 to late April 2026.
Addressing Challenges in Japanese Agriculture
Since 2010, Kagome has promoted local produce nationwide through its Yasai Seikatsu 100 seasonal series under the concept of regional consumption. However, Japanese agriculture faces mounting challenges, including an aging farming population, labor shortages, and climate change affecting the stable supply of vegetables and fruits. In response, Kagome has developed the Megumi Meguru Action! initiative to create a sustainable ecosystem where producers and consumers support each other.
About Megumi Meguru Action!
The new initiative aims to strengthen connections between producers and consumers through enhanced information sharing and innovative campaigns.
Enhanced Information Sharing
Kagome will share authentic stories from farm visits through social media, as well as through influencers and celebrities, presenting regional charm in new and engaging ways.
New Campaign Structure (Details Coming June 2026)
The company will introduce a points-based system where consumers can easily support local producers through product purchases. Accumulated points can be used to provide support supplies to farmers or exchanged for regional specialty products and farm experience opportunities. This creates an enjoyable, cyclical way for consumers to contribute to agricultural communities.
Under the theme "Field Blessings for the Future, Together," the initiative encourages consumers to enjoy local produce while supporting farmers and regions. By purchasing and enjoying these products, consumers help cultivate future harvests in a sustainable cycle.
For more information, visit the special website: https://www.kagome.co.jp/megumimeguru/
Yasai Seikatsu 100 Fukushima Akatsuki Peach Mix
The new seasonal beverage features Fukushima's Akatsuki peaches, known for their robust sweetness and balanced acidity developed through the region's temperature variations between day and night. The name "Akatsuki" (meaning "dawn") is believed to derive either from the beautiful red color of the fruit's skin combined with its early harvest period, or from the traditional Shinobu Sanzan Akatsuki Mairi festival in Fukushima.
Product Features
- 100% vegetable and fruit juice blend (50% vegetable juice + 50% fruit juice)
- Made with 20 varieties of vegetables and 3 types of fruits
- Rich in vitamin C
- No added sugar
- Limited seasonal availability
The package design features Fukushima's iconic Tsuruga Castle and cherry blossoms, evoking the arrival of spring. The illustration was created by Kyoto-based illustrator Maeda Yuuki.
About Illustrator Maeda Yuuki
A Kyoto-based illustrator and graduate of Kyoto Seika University. After working at a design office, Maeda became independent and now focuses on solo exhibitions and graphic design projects. Known for keen observation of nature and distinctive use of color.
Product Details
| Product Name | Volume | Best Before Date | Expected Retail Price |
|---|---|---|---|
| Yasai Seikatsu 100 Fukushima Akatsuki Peach Mix | 195ml (paper pack) | 270 days | Approximately ¥155 (tax included) |
Release Date: February 17, 2026 (available until late April 2026 or while supplies last)
Available: Nationwide
A promotional video showcasing the product's flavor and features is available at: https://youtu.be/GX3_PgRWBOE
Upcoming Yasai Seikatsu 100 Seasonal Releases
The Yasai Seikatsu 100 seasonal series will continue throughout 2026 with the following releases:
| Product Name | Release Date |
|---|---|
| Yasai Seikatsu 100 Honjitsu no Ippin Ehime Setoka & Ponkan Mix | March 3, 2026 |
| Yasai Seikatsu 100 Hiroshima Navel Orange & Hassaku Mix | March 17, 2026 |
| Yasai Seikatsu 100 Yamanashi Sumomo Mix | April 21, 2026 |
| Yasai Seikatsu 100 Okinawa Shikuwasa Mix | June 2, 2026 |
| Yasai Seikatsu 100 Honjitsu no Ippin Miyazaki Mango Mix | June 9, 2026 |
| Yasai Seikatsu 100 Yamanashi Kyoho Mix | July 14, 2026 |
Through the Megumi Meguru Action! initiative, Kagome continues its commitment to delivering field blessings to the future while supporting producers and regional communities. Consumers are invited to enjoy these seasonal flavors and contribute to sustainable agriculture across Japan.
