Fukushima to promote produce in Tokyo

For fresh fruit and vegetable marketing and distribution in Asia
Gabrielle Easter

BY GABRIELLE EASTER

@gab_produceplus

Fukushima to promote produce in Tokyo

The Fukushima prefectural government is promoting its produce in Tokyo supermarkets in a bid to restore consumer confidence

Fukushima to promote produce in Tokyo

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Produce grown in Japan’s Fukushima prefecture will be promoted as safe and radiation-free at supermarkets in Tokyo in a bid to restore consumer confidence in the produce.

Despite six years passing since the Fukushima nuclear incident, The Japan Times reports that supermarkets in Japan are reluctant to stock Fukushima-grown produce.

This summer, the prefectural government will invest in hiring staff to promote Fukushima produce at ten supermarkets in Tokyo, with in-store tastings of fruit, vegetables, rice and meat.

Radiation tests will also be made available to the public to prove the produce is safe to consume.

The promotional programme is part of a ¥4.7bn fund to improve Fukushima’s image since the nuclear meltdown caused by the 2011  Tōhoku earthquake and subsequent tsunami.

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