On sale at Nagano's Matsumoto Station since 2013, the Jokamachi no Ogottso ("Castle Town Feast"—in Matsumoto's regional dialect, ogottso means feast) bento are unique ekiben born through a collaboration between the local agricultural cooperative, students, and a Matsumoto bento maker.

Taro Ohara of the JA (Japan Agricultural Cooperatives) Matsumoto Highland cooperative sat down with Highlighting Japan to talk about how young people came on board for this project to help revitalize and promote Matsumoto's cuisine.