Japan Accelerates Food Waste Reduction via Policy Shifts and Consumer Behavior Changes

Key summary

Japanese government agencies and the food industry are advancing sustainability through policies promoting meaningful consumption to cut food waste by half by 2030. Key measures include relaxing the 'One-Third Rule' for shelf-life delivery, extending 'Best Before Date' validity, and setting a safety factor of at least 80% to allow sales closer to expiration dates, particularly for room-temperature items. The government and consumer organizations are also fostering values like 'Mottainai' (respecting resources) and the 'Temedori' campaign (choosing front-of-shelf items over back-of-shelf new stock). Major convenience store chains including 7-Eleven, FamilyMart, and Lawson support these efforts through Point of Purchase signage encouraging consumers to select items from the front.