Dentsu and JAXA pilot satellite-based cabbage supply forecasting

Dentsu, JAXA, and JA Tsumagoi Village have launched an experimental “supply and demand-linked advertising model” using satellite data to manage cabbage supplies. The initiative aims to stabilize producer income and reduce food loss by synchronizing advertising and in-store promotions with predicted cabbage shipment volumes and prices.

Under this model, when high supply is expected, retailers will use cross-merchandising and menu suggestions to encourage consumption. Conversely, during periods of low supply, the scale and content of promotions will be adjusted. Ajinomoto is participating by providing menu suggestions via its “Cook Do!” brand to promote the use of cabbage in households when supply is high.

The project will roll out across approximately 50 retail stores in the Tokyo metropolitan area and Kansai region. Future developments may include utilizing advanced radar satellite data from ALOS-4 to overcome weather-related data gaps and expanding the model to other crops and regions.