On July 1st, Koki Asano, an Agriculture Expert who works at the Chitose Agri Laboratory in Cameron Highlands, Malaysia, delivered an online lecture titled “Towards Sustainable Agriculture in Southeast Asia” at the Universiti Putra Malaysia. The event, sponsored by the ASEAN FOOD Industries Human Resources Development Association, aimed to shed light on the evolving food value chain and recent advancements in agricultural sustainability.

Koki Asano, at the upper right corner

Asano’s lecture provided insights from Chitose Agriculture’s practical experiences of growing a sustainable agriculture business. He emphasized the principles of environmental, economic, and social sustainability, showcasing CHITOSE’s commitment to sustainability throughout every step of its supply chain—from raw material sourcing to sales and branding strategies.

Approximately 40 students participated in the lecture, actively inquiring about a wide range of topics, including the impact of government policy on agriculture, systems of contract farming, variety selection methods, and branding. In response to the latter, Asano emphasized the power of marketing and branding in communicating  the value of sustainably grown produce, as well as the importance of maintaining consistently high product quality.

Through this lecture, we were able to convey the vision of Chitose Agriculture, to achieve Thousand Years of Sustainable Agriculture, and highlight the importance of continuing efforts in this field.

Related Information
Thousand Years of Sustainable Agriculture
[NEWS] Koki Asano, Agriculture Expert of Chitose Agri Laboratory, gave a lecture at the Malaysia-Indonesia Alumni Association of “JENESYS”, a program of the Ministry of Foreign Affairs of Japan