NTT DATA CCS Corporation, Hachinohe Chuo Seika Co., Ltd., Marukan Yamagata Seika Market Co., Ltd., Ishinomaki Seika Co., Ltd., Takamatsu Seika Co., Ltd., Kurume Seika Co., Ltd., and Chikuhou True Farm Co., Ltd. will jointly launch a study council and commence a demonstration experiment to build a new distribution model that stably delivers "necessary fruits and vegetables, when they are needed." To address the changing environment surrounding domestic fruit and vegetable distribution (changes in consumption structure and expansion of demand for processed goods, decrease in domestic production population, the 2024 logistics issue, etc.), this initiative aims to optimize supply and demand and achieve stable procurement by visualizing supply and demand from a long-term perspective and matching it with yield forecasts from markets and production areas, as well as to improve logistics efficiency. Background In recent years, the environment surrounding domestic fruit and vegetable distribution has undergone significant changes. With the decrease in direct household consumption, demand for processed and commercial use, mainly for deli products and the restaurant industry, has expanded. In addition, factors such as the aging of producers, population decline, and transportation restrictions due to the 2024 logistics issue have brought to the fore challenges that are difficult to address with traditional supply-demand adjustments and transaction methods. Furthermore, for demand-side companies such as food processing companies and retailers like supermarkets, stable raw material procurement and response to price fluctuation risks have become more important than ever. Without a unified approach to production, distribution, and procurement, it is becoming difficult to build a sustainable food value chain. Overview The main objectives of this initiative are as follows: To optimize supply and demand by visualizing and matching supply and demand over the long term. To aim for conso