The introduction of a new food labelling law, expected later this year, could breathe new life into Japan’s ailing fresh produce industry.
If passed, the so-called ‘functional food’ directive would allow fresh fruits and vegetables to carry a special logo highlighting their specific health-giving attributes.
This, said Hisao Takeda of Tokyo-based marketing consultancy Yamano & Associates, will generate great marketing opportunities at retail level.
“This new law allows produce to be sold as ‘functional’ foods, so consumers interested in health, beauty and longevity will be motivated to buy them,” Takeda told Fruitnet. “Food with proven health benefits, such as lowering blood pressure or cholesterol, and that has been government approved, can carry a special logo highlighting its healthiness to consumers.”
This law represents the last chance for Japan’s produce industry to boost sales to domestic consumers, who are increasingly eschewing fruits and vegetables in favour of other sweet and savoury products.
“This new labelling law may motivate retail stores to set aside special promotional corners for fresh produce with pos materials promoting produce health benefits such strengthening immune systems and digestion, which is quite different from the normal produce sales corner,” said Takeda.
Japan’s younger generations in particular have fallen out of love with fresh produce, preferring instead to eat other snack and dessert options. Misconceptions about fruit being bad for you, as well as changing life-styles (time-poor) and more challenging economic conditions have all contributed to turning consumers off fruit.
Per capita fruit consumption in Japan – both domestically produced and imported – has fallen by 60 per cent in the last 40 years.
The full article on Japan’s proposed labelling laws is available in the February issue of Asiafruit Magazine.
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