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Rakuten: Case Study on Communicating Food Sustainability Information to Consumers

  • Published on April 26, 2022

This case study presents Rakuten’s approaches, challenges and successes on communicating food sustainability information to consumers.It is one of a series of twelve case studies developed by UNEP, WWF and GlobeScan which include efforts by companies and labels to communicate food sustainability to consumers. The case study could be downloaded at the bottom of this page.


Rakuten Group, Inc. is a Japanese technology company providing a range of services in e-commerce, fintech, ad tech, digital content and communications, founded in 1997. Rakuten Ichiba is one of the largest online shopping marketplaces in Japan and provides a platform for 55,000 merchants selling a diverse range of products from food to homeware and beauty products.

Launched in April 2017, Rakuten Farm is a platform focusing on organic food produced in Japan. The launch of Earth Mall with Rakuten followed in 2018. Earth Mall highlights a selection of Rakuten Ichiba’s sustainable products to consumers.

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