Zenbird Editorial TeamUMITO Partners Inc., a consultancy specialising in ocean nature-positivity, and the Greencoop Consumers’ Co-operative Union have entered a strategic partnership to enhance the sustainability of Japan’s oceans and fishing industries by creating a transparent distribution system that connects consumer choices directly to environmental conservation efforts.
The first initiative under this partnership is the sale of Marine Stewardship Council (MSC) certified oysters from Oku Town, Okayama Prefecture, which will be featured in February issue of Greencoop’s “Green Plus” catalogue. Greencoop is a federation of 25 cooperatives with approximately 430,000 members across western Japan, and has a history of promoting sustainable lifestyles. Since late 2022, both organisations have conducted site visits and discussed mechanisms that allow consumers to support sustainable fisheries through their grocery purchases. This partnership formalises those efforts by providing a platform for continuous information sharing and the distribution of seafood that contributes to ocean health.
Oku Town, located on the Seto Inland Sea, faced challenges including declining consumption and a lack of successors in the fishing industry. In 2019, UMITO Partners collaborated with the Oku Town Fisheries Co-operative and Maruto Suisan Co., Ltd. to launch a Fishery Improvement Project (FIP). The product is a move towards sustainable aquaculture.
The project achieved the world’s first MSC certification for hanging (off-bottom) oyster culture in December 2019. While the certification process typically requires 18 months, the Oku Town initiative completed it in seven months through rigorous monitoring of benthic organisms and water quality. In June 2025, the fishery successfully renewed its certification with “no conditions,” meaning it exceeded all assessment criteria, which is rare and impressive for Japanese fisheries.
Sales of the oysters commenced on 19 January, with deliveries scheduled to begin on 9 February.
[Reference] UMITO Partners Press Release (Japanese)
