Until now, our journey has focused on raising awareness and helping people see fair trade as a personal matter. Through initiatives like the community-driven vote for "Kamakura Roasted Coffee: Fair Trade Kamakura Blend" and various educational events, achieving Fair Trade Town certification has been a major milestone we actively pursued. Attaining this status is a testament to the deep-roots we have established here, brought to life through the collective efforts of our citizens, local government, and businesses.

This fiscal year, we enter an important new phase: widely sharing the story of Kamakura becoming a Fair Trade Town. Receiving this official recognition brings a responsibility to share our message, and our influence and visibility are now greater than ever.

At the heart of our mission is a simple belief: fair trade is not something extraordinary; it exists within our everyday choices. Guided by this philosophy, we have approached each of our initiatives with care.

 

Collaborating with Diverse Stakeholders and Deepening Human Connections

Our efforts with "Kamakura Roasted Coffee: Fair Trade Kamakura Blend" were recognized with an award at the Fair Trade Japan Awards and featured widely in the media. We received high praise for bringing ethical consumption to consumers nationwide through community-driven product development and corporate partnerships.

Our diverse initiatives throughout the year have allowed us to weave fair trade into the fabric of daily life:

• Ofuna Lumine Wing: We introduced fair trade through the everyday ritual of brewing coffee.

• Kamando-Ichiba (Community Market): We hosted a community vote on ethical actions, providing a space for people to think about sustainable practices in their daily routines.

• Kamakura International Exchange Festival, Harris Memorial Kamakura Kindergarten, and Takashimaya Pop-up: These events allowed us to share knowledge with residents, visitors from outside the city, and international guests, reminding us of the profound importance of deepening local connections.

• New Product Development: We took on the challenge of creating tote bags made from fair trade cotton, allowing people to experience solving social issues through the simple act of daily shopping.
   

Furthermore, our study sessions allowed members with diverse backgrounds to share their experiences and insights, fostering mutual growth and warm connections. At the "Otera Shokudo" (Temple Community Cafe), we introduced the concept of fair trade while deepening ties with residents, reinforcing the importance of partnering with local communities.

Through a co-creation process involving Nicaragua, Mitsuhashi Rice, Ankokuron-ji Temple, and local Kamakura designers and picture book authors, we developed and launched the limited-edition "Gonan Omusubi" (The Temple's Lucky Rice Ball). This project revived a piece of Kamakura’s history and flavor, drawing so much positive feedback that many asked if it could be sold year-round.

Additionally, through the Million Actions Campaign, we accumulated an impressive 14,816 actions. We felt a tangible rise in citizen participation and public interest in fair trade, allowing us to contribute meaningfully to the global promotion of fair trade.

Looking Ahead

Over the past year, we have seen our vision begin to take shape: individual choices gradually spreading through the community, eventually becoming a natural part of daily life, and fostering an ethical culture in Kamakura.

In fiscal 2026, our goal transitions from "knowing" about fair trade to "choosing" it. Beyond that, our new challenge is to figure out how—together with local residents and businesses—we can cultivate a society where ethical options are naturally and continuously chosen, leading to a true behavioral shift in every individual.

"One step by a hundred people matters more than a hundred steps by a single person." We envision a Kamakura where fairness is the standard and no one is left behind. As a "living lab," we will continue to walk alongside our community, believing that the ethical choices of each individual will transform our society and shape the future.