JTB launches Lost Journey Can Project to tackle food loss

In a quest to address food waste and foster a more sustainable future, Japan’s JTB Corporation has launched the Sustainable Voyage Project, introducing their pioneering product — the “Lost Journey Can.”

Food waste has long been a global issue, with one-third of the world’s food, approximately 1.3 billion tons annually, going to waste. Japan is no stranger to this issue, with an estimated 5.22 million tons of food waste, and 1.77 million tons of unshipped vegetables discarded each year.

Stepping up to this challenge, JTB initiated the Sustainable Voyage Project, aiming to cut down on excess food inventory and reduce large-scale food disposal by developing unique products and services. Their first venture: The Lost Journey Can.

The Lost Journey Can makes the most out of what is usually wasted — off-specification vegetables, which are up to 28.4% of the product. This innovative solution comes as a result of JTB’s co-creation with partner companies and organizations who share the same sustainability-oriented values.

The name, “Lost Journey Can,” signifies a culinary journey across the nation with reclaimed food ingredients. The company has even created a companion picture book narrating the story of these usually overlooked vegetables now having their day in the spotlight.

The process involves crafting recipes with these vegetables, transforming them into canned goods, and thus, extending their shelf life. The Lost Journey Can isn’t just a thoughtful gift option but also has potential as an emergency food reserve during disasters.

With the launch of this initiative, JTB commits to fostering a sustainable food cycle model. The corporation is also an active partner in the Tokyo Ethical Action Project, promoting “ethical consumption” mindful of people, society, and the environment.

The Sustainable Voyage Project traces its roots back to the Future Creation Council within JTB. This group of forward-thinking employees aims to develop next-generation businesses. With the Sustainable Voyage Project, JTB moves a step closer to expanding their sustainability activities.

As this project unravels, it serves not only as a testament to innovative sustainability solutions but also as a reminder to society about the pressing issue of food waste. With efforts like these, the future of sustainable food circulation seems to be on the horizon.