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  • SUB CATEGORY :
    FOOD & BEVERAGE
  • COMPANY ENTERING :
    HAKUHODO INC., TOKYO
  • TITLE :
    VEGI-BUS
  • BRAND :
    VEGI-BUS
  • ADVERTISER :
    VEGIBUS INC.
  • AGENCY :
    HAKUHODO INC., TOKYO
  • ART DIRECTOR :
    SHUHEI KUWABARA
  • UI DESIGNER :
    RYO YOSHITAKE (STANDARD INC.)
  • ACCOUNT DIRECTOR :
    NAHOKO IZUKAWA
  • STRATEGIC PLANNING DIRECTOR :
    HIRONORI IWASAKI/TSUNASHI YAMAGUCHI
  • STRATEGIC PLANNER :
    SHUTA TOKUDA
  • THE BRIEF :
    FARMERS WANT TO DELIVER THEIR VEGETABLES AT THEIR FRESHEST.
    BUT, USING LARGE DISTRIBUTION NETWORKS COSTS TIME AND MONEY AT THE EXPENSE OF THE FRESHNESS OF THE VEGETABLES. THIS IS DETRIMENTAL TO BOTH THE FARM AND THE CONSUMER. TO SAVE LOCAL VEGETABLE PRODUCERS AND TO ALLOW THEM TO PASS ON THEIR QUALITY PRODUCT QUICKLY TO CONSUMERS, WHAT WE NEEDED WAS AN EFFICIENT DISTRIBUTION SYSTEM WITH A MORE FAVORABLE SALES PRICE FOR THE FARMERS.
  • THE STRATEGY :
    WE CREATED AN ECOMMERCE PLATFORM LIMITED TO REGIONAL ZONES FOR DISTRIBUTING HIGH VALUE VEGETABLES QUICKLY AT LOW-COST LOCALLY. IT REDUCED THE 4 DAY AVERAGE TO SAME-DAY OR NEXT-DAY DELIVERY. THIS INNOVATIVE INITIATIVE WAS BORN IN SHIZUOKA PREFECTURE, WHERE FARMERS WANT TO CONTINUE TO GROW SUSTAINABLY HIGH-QUALITY VEGETABLES, WHILE RESTAURANT OWNERS AND RETAILERS ARE WILLING TO PAY PREMIUM PRICES FOR FRESH QUALITY VEGETABLES. AND THIS INITIATIVE HELPS BRIDGE THOSE PARTIES TOGETHER TO PRODUCE A SUSTAINABLE SERVICE.
  • THE EXECUTION :
    WE BUILT A UNIQUE REGION-RESTRICTED SHARED-BUS LOGISTICS SYSTEM. RESTAURANTS, WHOLESALE PURCHASERS, AND OTHERS CAN LOGIN TO VEGI-BUS AND CHOOSE A FARM AND ORDER THEIR VEGETABLES. THE FARM THAT RECEIVED THE ORDER THEN HARVESTS THE VEGETABLES AND ONLY NEEDS TO LEAVE IT AT THE BUS STOP. THE DRIVER PICKS IT UP AND DROPS IT OFF AT THE DESIGNATED STOP. THE PURCHASER CAN THEN GO AND PICK UP THE VEGETABLES WHENEVER THEY WANT. THE FARMERS AND BUYERS BOTH SAVE AN ENORMOUS AMOUNT OF TIME AND MONEY BY SHARING THE STOPS ON THEIR ROUTES.
  • THE RESULT :
    SOME FARMERS HAVE INCREASED THEIR INCOME BY 1 MILLION YEN IN SIX MONTHS, WHICH CONTRIBUTES TO VITALIZE THE IMPORTANT AGRICULTURAL ECONOMY IN SHIZUOKA. THE PURCHASER'S DELIVERY COST WAS CUT BY 75%. AT THE SAME TIME, IT REDUCES CO2 EMISSIONS BY MORE THAN 66% COMPARED WITH LARGE DISTRIBUTION NETWORKS.
    IT HAS THE POTENTIAL TO MINIMIZE FOOD MILES IN JAPAN. THIS UNIQUE SYSTEM HINTS AT HOW THE FUTURE OF ECOMMERCE MIGHT BE, AND VEGE-BUS IS NOT ONLY PROTECTING RICH REGIONAL FOOD CULTURES BUT ALSO CREATING A NEW FORM OF COMMUNICATING LOCALLY THROUGH THE MEDIUM OF FOOD.
  • URL :
    https://vegibus.com/