NEWS

 
Japanese People of All Ages Concerned Over Low Food Self-Sufficiency Ratio
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 The results of a survey published by the Agriculture, Forestry and Fisheries Finance Corporation on March 24, reveal that 50% of people in Japan say the country's food self-sufficiency ratio (40% on a calorie basis) is lower than they thought, and more than 80% feel it should be increased.  Respondents in all segments, whether classified by gender or by age, showed the same tendency, confirming that there is concern over the low self-sufficiency ratio in all sectors of the population.

 

The most commonly suggested methods of increasing the self-sufficiency ratio were "Producers should work to increase quality and safety and reduce costs" and "Agriculture, forestry and fisheries and the food industry should receive policy support".  By contrast, "Consumption of domestically produced foods should be encouraged, e.g. through a reappraisal of traditional foods" and "Consumers should make an effort to reduce the volume of leftovers and imports should be reduced in proportion" were cited by only 30% of respondents.  Overall, the results indicate a tendency to place greater hopes on action by producers than on the independent efforts of consumers.

 

When those respondents who said they felt the self-sufficiency ratio should be increased where asked why, the most common reasons cited were "To increase the supply of domestically produced food, which offers greater safety and peace of mind", "To help prevent the depopulation of mountain, farming and fishing villages and the hollowing out of the domestic food industry" and "To prepare against a time when it may not be possible to assure a stable food supply by means of imports", all cited by around 50% of respondents in this group.  By age as well as by gender, more than 80% of respondents felt the self-sufficiency ratio should be raised, highlighting popular concern over t

lochhe low ratio.

 

Moreover, 80% of respondents said they were "intrigued" as to whether foodstuffs used in restaurant meals were imported or domestically produced.  More than 90% said they would choose dishes prepared with domestically produced foodstuffs "even if they were more expensive" or "if they were the same price" as dishes prepared with imported foodstuffs, indicating a high preference for domestically produced foods.

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 Draft GMO Law Approved by Cabinet

@ On March 18, the Cabinet approved the government's draft of the proposed Law for the Conservation and Sustainable Use of Biological Diversity Through Regulation of the Use of Living Modified Organisms, which is intended to prevent genetically modified organisms (GMOs) from spreading through the natural world and cross-fertilizing with or driving out endemic species.  The government aims to get the Law passed during the current session of the Diet, thereby ratifying the Cartagena Protocol on Biosafety to the Convention on Biological Diversity, which prescribes procedures for the exportation and importation of GMOs.  The Cartagena Protocol is scheduled to come into effect by the end of FY 2003, and the law will come into force on the same day.

 

Under the draft Law, anyone wishing to produce or import GMOs for the purpose of outdoor cultivation will be required to apply for the prior approval of the government, attaching proposed regulations on the use of the GMOs and an assessment of impact on biological diversity.

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MHLW Research Team Finds Somatic Cell Cloned Cattle are "Safe"

 On April 11, a Ministry of Health, Labour and Welfare (MHLW) research team published a final report which concludes that it is "unlikely that the safety [of beef and milk] as foods will be undermined" by the consumption of products from somatic cell cloned cattle.

 

The research team has been investigating the safety of somatic cell cloned cattle since FY 1999.  Having collected and examined data on the development, reproductive functions, death rates, etc. of somatic cell cloned cattle born at research facilities both in Japan and overseas, the team has concluded that milk and beef from such animals presents no problem in terms of safety.

 

However, owing to the presence of a number of uncertain factors (e.g. the high death rate among somatic cell cloned animals), the report also states, explicitly, that caution is required in view of the fact that somatic cell cloning is a new technology, and calls for the establishment of systems to deal with any problems that may arise if products from somatic cell cloned cattle are released onto the market.

 

On the basis of this report, MHLW plans to ask the Food Safety Commission, which is to be established in July this year, to assess the safety of somatic cell cloned cattle before making its final decision on the matter.

 

Now that the report has confirmed the safety of somatic cell cloned cattle, the Ministry of Agriculture, Forestry and Fisheries plans, as soon as possible, to establish channels through which to ask the opinion of consumers, livestock farmers and distributors, and to begin considering how to handle issues relating to shipping, etc.

 

The first somatic cell cloned calf was born in Japan in 1998.  As of the end of February 2003, a total of 336 somatic cell cloned cattle have been born at some 40 research facilities.  Around half (162) of these animals were stillborn or died of disease at an early age.

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Somatic cell cloned cattle

Somatic cell clone cattle are bred by transferring the nuclei of somatic cells (e.g. skin or muscle cells) from the animal to be duplicated into unfertilized eggs, from which the nucleus has been removed, and implanting the eggs into surrogate mothers.  Calves bred in this way have the same genetic characteristics as the animal that supplied the somatic cells.

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Report Calls for Japanese Public to Help Conserve Forests

 On March 22, the Forestry Agency published its Annual Report on Trends of Forest and Forestry for FY 2002.  The report warns that the world's forests are shrinking rapidly, especially in Africa and South America, calls for measures to prevent global warming and desertification, stresses the importance of forests as a means of safeguarding water resources and urges greater support for the involvement of the general public in forest creation.

 

The report is due to be approved by the Cabinet and presented to the Diet on April 18.

 

The report reveals that between 1991 and 2000, the world's forests diminished by a total of 94 million hectares, an area roughly 2.5 times the size of Japan.  It warns that this loss will have severe consequences, in that it will lead to a rise in the concentration of carbon dioxide in the atmosphere (a cause of global warming), and aggravate problems such as drought and desertification.

 

The report urges that greater publicity be given to the involvement of central government, local government bodies, forest-related and forestry organizations, and NPOs (non-profit organizations) in forest maintenance, and stresses that, to ensure that Japan continues to benefit from the multi-functionality of forests, "It is important that we manage and protect our forests with the support and participation of the general public."

 

The report stresses the importance of education regarding forests and their role in the ecosystem in schools, the conservation of local woodland, forest volunteer activities, and exchange between cities and rural villages in promoting a deeper understanding of the importance of forests among the general public.

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Report on JA Reform Calls for Action to Promote Business Transformation
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 The Ministry of Agriculture, Forestry and Fisheries (MAFF) Study Commission on JA Reform, which has been examining issues relating to the reform of the organization and business activities of the JA Group, presented its report on March 28.  The report stresses the need for a transformation that will ensure that JA is the first choice of "core farmers" and other farming entities, and proposes the establishment of "voluntary rules on economic businesses" to ensure progress in the reform process.  It positions the reform of JA Zen-Noh as a "touchstone for the reform of agricultural cooperatives" and urges the JA Group to press on with reforms. 

Accelerating the reform of economic businesses has been the central theme in the deliberations of the Study Commission.  Under the title of "A Driving Force for the Reform of Agricultural Cooperative", the report calls on JA Zenchu to show stronger leadership.  Specifically, it says JA Zenchu should play a central role in the drafting of "voluntary rules" on economic businesses (along the lines of the "voluntary rules" for the reform of credit business drawn up by the Norinchukin Bank), and should supervise their implementation. 

It also urges the creation of "voluntary rules" on management systems that will ensure that persons with business skills are involved in the management of business activities.  The rules would include the establishment of systems to ensure that business management is entrusted to persons skilled in this area, allowing the engagement of such persons from outside the JA Group, the introduction of a retirement age and restrictions on the holding of multiple posts by officials, the establishment of management supervisory committees in larger JA cooperatives, and the engagement of "core farmers" as directors.

 The report urges the JA Group to press on with reforms, arguing that progress in the reform of JA Zen-Noh will speed the process of reform at the level of individual JA cooperatives, and stresses the need to show the general public tangible proof that progress is being made.


 In terms of specific directions for the reform of economic businesses, the report proposes an expansion of direct sales of agricultural products by individual JA cooperatives, the supply of safe agricultural products offering peace of mind, a reduction in the price of production materials to assure merits of scale to "core" farmers, and a full-scale review of uncompetitive consumer goods supply businesses.

 

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Yoshiyuki Kamei Succeeds Tadamori Oshima as Agriculture Minister

 

On April 1, Prime Minister Junichiro Koizumi appointed Mr. Yoshiyuki Kamei (age 66), a member of the Liberal Democratic Party, as Minister of Agriculture, Forestry and Fisheries, succeeding Tadamori Oshima, who had recently tendered his resignation.

 

At a press conference on the same day, the new Minister told reporters, "I am aware that the people of Japan want to see a radical form of the administration of agriculture, forestry and fisheries", indicating that he intends to continue the reforms of agricultural administration launched by former Minister Tadamori Oshima.  With regard to the WTO (World Trade Organization) agriculture negotiations, in which agreement on the "modalities" (standards for the reduction of protection measures) has been delayed, Mr. Kamei said, "Japan will coordinate with the EU and other parties, with the aim of achieving a realistic and balanced agreement that reflects Japan's needs," indicating that he would do his utmost to bring about the realization of the Japanese proposals.

 

With regard to the future management of agricultural administration, Mr. Kamei told reporters, "It is urgent that we overhaul policy on food, agriculture and farming villages, giving due consideration to the needs of the consumer," stressing that he intended to continue the reform process.  In terms of directions for agricultural administration he declared, "I shall seek to ensure that policy measures gain widespread support from the people of Japan."

 

On the reform of rice policy, the focal point of which, during the current session of the Diet, has been a proposed revision of the Staple Food Law, the new Minister said he believes the support of actual producers is the key to the success of the reform process, telling reporters, "Both the government and farmers' associations must take pains to ensure that the reforms are approved by producers."  On the issue of food safety, he stressed, "The most important thing is that suppliers should not cease in their efforts [to supply safe food]," calling on producers and distributors to step up their self-help efforts.  On the reform of the JA Group, Mr. Kamei told reporters, "We will be pressing ahead with reforms in accordance with the findings of the Study Commission on JA Reform.  In doing so, we will need the cooperation of the JA cooperatives."

  

Yoshiyuki Kamei

1936:   Born in Isehara, Kanagawa Prefecture

1962:   Graduated from Faculty of Economics, Keio University

1979:   First elected to House of Representatives

1996:   Appointed Minister of Transport

2000:   Appointed head of Liberal Democratic Party Political Reform Headquarters

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 MAFF Publishes Statement of Position on Revised First Draft of "Modalities" for WTO Agriculture Negotiations

 

On March 19, the Ministry of Agriculture, Forestry and Fisheries published a statement setting out its position on the revised first draft of the "modalities" for the WTO (World Trade Organization) agriculture negotiations proposed by Mr. Stuart Harbinson, Chairman of the Special Session of the WTO Committee on Agriculture, which says that the revised draft is excessively favorable to exporting countries and therefore unacceptable as a whole.  The content of the statement can be summarized as follows:

 

Apart from a few modifications, such as tariff reduction rates for developing countries, the content of the revised draft of the "modalities" for the agriculture negotiations is largely the same as that of the first draft, in terms of key elements such as the approach to tariff for developed countries, and still incorporates a number of fundamental flaws, including the section on tariff harmonization and the imbalanced treatment of importing and exporting countries.  For these reasons, Japan's position on the revised draft is the same as on the first draft.

 

In other words, the suggested method of tariff reduction essentially reflects the concept of harmonization, which calls for the elimination of tariff differences for all products, and, as it fails to take account of non-trade concerns and lacks balance in the burden on member countries, is excessively favorable to certain exporting countries and unacceptable as a whole.

 

As Japan has maintained throughout, it is essential that the "modalities" should take due account of non-trade concerns, and should assure "flexibility among commodities", "continuity of reform" and "balance between exporting and importing countries".

 

At the negotiations which are due to begin in Geneva on March 25, Japan will coordinate its efforts with the EU and other parties and will continue to make every effort to win the support of as many other countries as possible for this position.  Japan will continue to press for the establishment of realistic and comprehensive "modalities".

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Japanese, Korean Ministers Agree Revised "Modalities" Draft Should Not be Used as Basis for Agriculture Negotiations


 

On March 20, at the 4th Session of the Meeting of Japanese and Korean Ministers With Responsibility for Agriculture, held in Tokyo at the Ministry of Agriculture, Forestry and Fisheries, Japanese Minister of Agriculture, Forestry and Fisheries Tadamori Oshima and Korean Minister of Agriculture, Forestry and Fisheries Young-jin Kim agreed to press for a fundamental reworking of the revised first draft of the "modalities" (standards for the reduction of protection measures) proposed by Chairman of the Special Session of the WTO Committee on Agriculture Stuart Harbinson, taking full account of the multi-functionality of agriculture.  Mr. Oshima also held a telephone conference with EU Commissioner for Agriculture, Rural Development and Fisheries Franz Fischler, during which it was agreed that the revised first draft should not serve as a basis for negotiations.

 

At the Meeting of Japanese and Korean Ministers With Responsibility for Agriculture, Mr. Oshima singled out a number of problems with the revised first draft, such as the fact that it is favorable to certain exporting countries, and proposed that Japan and Korea should seek a full-scale review of the draft at the agriculture negotiations which are due to begin on March 25.  Mr. Kim observed that [the revised first draft] takes proper account neither of the multi-functionality of agriculture nor of non-trade concerns, and said that Korea would coordinate its efforts with those of Japan.  The two ministers agreed to strengthen their cooperative relationships with the EU and other parties, and to seek the support of other countries for their position.

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3rd World Water Forum Recognizes Importance of Agriculture

 

On March 21, the Ministerial Meeting on Water for Food and Agriculture, held as part of the 3rd World Water Forum in the city of Otsu, Shiga Prefecture, adopted a recommendation that recognizes that efficiency in the development and management of agricultural water supplies is the most important issue if food production is to be increased with a view to alleviating poverty.  The recommendation also emphasized the importance of the multi-functionality of paddy fields and other agricultural water systems.

 

Hosted by the Ministry of Agriculture, Forestry and Fisheries (MAFF) and the FAO (Food and Agriculture Organization of the United Nations), the Ministerial Meeting was attended by ministers and representatives with responsibility for agricultural water supplies from 33 countries and 10 international organizations.

 

Noting that, in some regions of the world, excessive use of agriculture water is depleting water resources, the recommendation proposes a need for "sustainable water use" linked to the conservation of ecosystems.  The recommendation also refers to the multi-functionality of agricultural water systems such as the paddy field systems that are common throughout Asia, and states in explicit terms the recognition that agricultural water fulfills a broad spectrum of functions related to society, culture and the environment.

 

At a press conference, Japanese Minister of Agriculture, Forestry and Fisheries Tadamori Oshima told reporters that "Trade in agricultural products was not discussed directly, but we were able to agree on the basic philosophy that all countries should use water in a sustainable manner to increase food production.  Many of the countries represented recognize the importance of [food] self-sufficiency."  Dr. Jacques Diouf, Director-General of the FAO told reporters, "To achieve our goal of halving the number of people in the world who suffer from hunger (currently more than 800 million), we must increase food production by 60%.  Investment in irrigation will be the key to increasing production."

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Revised Customs Tariff Law Allows Illegal Imports of Agricultural Products to be Stopped at Customs

 

On March 28, a plenary session of the House of Councilors passed a Revised Customs Tariff Law, which includes provisions that will make it possible for imports of agricultural products grown from varieties taken out of Japan without the breeder's permission to be stopped at customs.  The revised law comes into effect on April 1.  If Customs accepts a claim by a breeder that agricultural products are being imported illegally, the revised law allows the imports to be stopped "at the water's edge", and destroyed, to prevent them from entering the country.

 

Until now, the burden of protecting breeder's rights from infringement by imports has fallen entirely on the breeder.  The Revised Customs Tariff Law involves the government in the protection of breeder's rights.  As part of a drive to protect intellectual property rights, it clearly positions varieties of agricultural products as intellectual property, alongside music, novels, etc.  

 

The economies of agricultural production areas in Japan are being threatened by imports of strawberries, green beans, etc., grown from seedlings taken out of Japan without the breeder's permission.  Until now, the cost of bringing legal action against importers with a view to securing damages has been prohibitively high, and there have been limits to the ability of small seedling companies and individual breeders to act on their own.

 

Under the revised law, a breeder whose rights have been infringed can submit evidence relating to the infringing business to Customs, in the role of "plaintiff".  If the breeder's claim is accepted, procedures for the recognition of the infringement are instituted, and the imported agricultural products are stopped at Customs.  Customs listens to both the breeder's and the importer's side of the story, before deciding whether or not an infringement has occurred.  If an infringement has occurred, either the importer voluntarily destroys the goods, or Customs will do so.

 

The Ministry of Finance Customs and Tariff Bureau commented on the relationship between the protection of breeder's rights and non-tariff trade barriers as follows:  "The WTO (World Trade Organization) agreement states both that intellectual property rights should be properly protected and that the protection should not be so excessive as to become a barrier to trade.  We believe the revised law is in accordance with this agreement."

 

Germany and the United States have adopted similar measures to stop agricultural products at Customs.

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Japan to Give Food Aid Worth YEN 700 million to Iraq

 

On April 9, the Japanese government decided, on humanitarian grounds, to give 10,000 tons of rice and 7,000 tons of beans to Iraq, by way of emergency food aid.  Both rice and beans will be donated through the WFP (World Food Programme).  The rice, to be supplied from government reserves, will consist of 7,600 tons of Thai rice imported under Japan's minimum access commitment and 2,400 tons of domestically grown rice.  The beans will be procured by the WFP.  The food aid will cost a total of $11.5 million (approximately YEN1.4 billion).

 

The government's decision to give food aid to Iraq follows the decision, taken on the same day, to implement a comprehensive package of humanitarian aid with a maximum value of $100 million (just under YEN12.0 billion).

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Children Don't Enjoy Meals After Being Scolded or When Eating Alone

 

The results of a survey of dietary habits among children of elementary and junior high school age, published by the Ministry of Agriculture, Forestry and Fisheries (MAFF) on April 3, show that elementary school pupils do not enjoy their food when they have been scolded before the meal or when they are eating alone, suggesting that children are highly sensitive to the atmosphere at the table.

 

The survey, carried out in January and February 2003 via the MAFF website, gathered the opinions of some 160 elementary school and 69 junior high school pupils.

 

The survey found that more than 90% of children of elementary and junior high school age eat breakfast.  More elementary school pupils (53%) than junior high school pupils (39%) say their whole family sits down to eat the evening meal together.

 

Among elementary and junior high school pupils alike, the most commonly cited occasions on which children say they enjoyed their food are when the meal included a favorite dish and on birthdays and other special days.  By contrast, children of elementary school age do not enjoy their food when they have been scolded before the meal (cited by 60%), when the meal includes an okazu ["side dish":  i.e. dish other than the staple food] that they do not like (59%) and when they are eating alone (46%).

 

Children of junior high school age do not enjoy their food when the meal includes a food (other than the staple food) that they do not like (61%), when they have been scolded before the meal (54%) and when they are missing a favorite TV program because it is time for the meal (42%).  MAFF commented, "It appears that the younger the child, the stronger the psychological associations of meals."

 

Occasions When Children Do Not Enjoy Their Food
(multiple responses allowed)
 

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Elementary school pupils

Junior high school pupils

When I have been scolded before the meal

60.0%

53.7%

When I am told I must eat something

31.3%

31.3%

When I have to miss my favorite TV program because it's time for the meal

31.3%

41.8%

When the okazu is a frozen food, etc.

16.9%

17.9%

When there are not many okazu

23.1%

29.9%

When the rice doesn't taste good

19.4%

29.9%

When the meal includes an okazu* I don't like

58.8%

61.2%

When I am eating alone

45.6%

29.9%

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China, Korea & Japan to Study Environmental Issues With a View to Assuring Sustainability and Development of Agriculture

 

The National Institute for Agro-Environmental Sciences (NIAES) is to launch a joint study with research institutions in China and Korea of environmental issues such as emissions of greenhouse gases from paddy fields and pollution due to excessive use of fertilizers.  It is planned that the joint research team will also collaborate with researchers in the ASEAN countries, where farming conditions are similar, in researching environmental issues with a view to assuring the sustainability and development of agriculture in Asia.

 

On March 25, a preparatory workshop was held in Tsukuba, Ibaraki Prefecture, under the title "International Workshop on Material Circulation Through Agro-Ecosystems in East Asia and Assessment of its Environmental Impact — Toward International Cooperative Research", with the aim of identifying issues and establishing what research has already been done in each participating country.  Besides the NIAES, the workshop was attended by representatives of the Korean National Institute of Agricultural Science and Technology and the Chinese CAS Institute of Soil Science.

 

Dr. Katsuyuki Minami, Director General of the NIAES, commented, "Asia's population is growing, making it a focus of attention worldwide, but the region faces a great number of environmental problems," and explained that the aim of the joint research is to "accumulate scientific data to help ensure the sustainability of agriculture".  The results of the research will be made available to other countries, including the ASEAN countries.

 

At the workshop, the Korean and Chinese delegates reported on the problem of ground water pollution due to excessive use of fertilizers.

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Trends in Japan's Food Imports

 

The diversification of eating habits and economic globalization have brought considerable changes in Japan's food imports over the past 40 years.  Japan is highly dependent on a few countries (including the United States and China) for its food imports, and in recent years, fresh foods have accounted for a growing proportion imports.

 

According to the Ministry of Finance's Foreign Trade Statistics, the value of Japan's food imports in FY 2001 reached $4,381 million.  The leading source of imports was the United States (26.5%), followed by China (14.1%), Australia (7.0%), and Thailand (5.5%), these five between them supplying approximately 60% of all Japan's imports.

 

The principal imports from the United States were meat, cereals and cereal-based products.  The principal imports from the China were fish, vegetables and vegetable-based products.

 

On a volume basis, the most common import was maize (16.22 million tons), followed by wheat (5.52 million tons) and soy beans (4.83 million tons).  For all three of these items, Japan is heavily dependent on the United States, which supplies more than 70% of all Japan's imports of maize and soy beans in particular, and half of all its imports of wheat.

 

On a value basis, the largest single import item was pork, followed by beef, prawns, and skipjack tuna or stripe-bellied bonito.

 

Between 1960 and 2000, imports of agricultural products grew approximately 7 times on a volume basis and 12.5 times on a value basis.  In 1960, the largest import by value was wheat.  Later, as the Japanese diet became richer and consumption of livestock products and oils increased, imports of maize for use as animal feed and soy beans for the making of oil rose.  Since the 1990s, meat, vegetables and processed products based on meat and vegetables have registered spectacular growth.

 

In 2001, imports of fresh and refrigerated vegetables reached a record high for the fourth year in succession, at 970,000 tons.  Imports of frozen vegetables also reached a record high at 780,000 tons.


          

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China's Share of Rice Imports Falls;  Safety Consciousness Boosts US Share

 

China's share of the imported rice market is falling, but that of the United States has seen a remarkable recovery.  Growing safety consciousness among Japanese consumers, trigged by concern over residual agricultural chemicals, has helped to boost the US share.

 

On February 26, the USA Rice Federation, an association of producers and millers, announced that it had concluded sales agreements with 40 rice retailers in the Tokyo area and other major cities, securing a year-round sales network in place of the spot sales in a few supermarkets that have been the norm until now.  The Federation's Japan office expressed confidence that American rice would find popular acceptance in a face-to-face sales context, where it is possible to explain its quality and safety.

 

Shares of the simultaneous buy & sell (SBS) tenders on foreign rice, which concern rice for consumption as a staple food, changed substantially during FY 2002.  Chinese rice commanded a 66% share in FY 2001, but saw this fall to 48% in FY 2002.  American rice saw its share increase from 25% in FY 2001 to 40% in FY 2002.

Although China did not lose first place in the imported rice market, which it has held since FY 1998, the difference in vigor is clear to see.  While imports of Chinese rice fell by 63% in terms of tender volume, imports of American rice fell by only 18%.

 

The most significant impact on market share was the series of scandals involving residual agricultural chemicals in spinach and other vegetables that emerged last year.  Residual agricultural chemicals were detected in a wide range of vegetables produced in China and restaurants also began to shun Chinese rice.  Thanks to a marketing campaign emphasizing the safety of American rice (e.g. the fact that it undergoes three inspections) the United States was able to minimize the impact of the fall in the price of domestic Japanese rice on imports.

 

Owing to the current surplus, the price of Japanese rice is falling, and some brands are cheaper than imported Chinese rice.  Chinese rice, which is normally very competitive in price terms, faces hard times.

  

  

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COMMENT

 

"Simplified Eating":  Now is the Time to Reconsider Lifestyle Habits

 

"Simplified eating" is becoming ever more widespread.  Consumers show a growing tendency to use fast foods or nakashoku [take-out meals, pre-cooked dishes and delicatessen foods].  With more women working outside the home and commuting distances growing longer, it is increasingly rare for the whole family to come together for meals.  In families where both parents work, the number of children eating alone is rising.  Many young people do not eat proper meals at regular times, and lead wayward dietary lifestyles, eating whatever they fancy, whenever they choose to do so.  Over the past few years, assuring food safety has become a major problem with a series of scandals involving residual agricultural chemicals and the falsification of food labeling, but this has not affected the trend for "simplified eating".  Now, when the safety of food is in question, is surely the time to reconsider lifestyle habits such as imbalanced meals and "simplified eating".  Assuring a supply of safe food is not the only important thing — if anything, it is more urgent that the government should encourage the people of Japan to consider what constitutes a healthy dietary lifestyle.

 

Professor Hiromi Tokikoyama of Japan Women's University says the trend of simplification in food consumption started to grow stronger around 1990.  An analysis which divides current food consumption patterns into "high-class food orientation", "diversification", "health & safety orientation" and "simplification" shows that the age in which consumers sought "high-class" foods is long past, and that dietary lifestyles are now in a mature period, in which the strongest trend is towards simplification.

 

The most conspicuous element of this trend is the "externalization" of meals as a result of more women working outside the home and a fall in the number of people in each household.  As the growing shortage of labor due to population aging is expected to lead to yet more women working outside the home, the factors behind the "externalization" of dietary lifestyles are set to strengthen.  The number of nakashoku meals, based on ready-to-eat dishes and delicatessen foods and the number of restaurant meals consumed are likely to rise.  In recent years, a rapid trend towards simplification of diet has emerged even among elderly people.

 

Advances in information technology have brought significant changes not only in the consumption of food, but also in consumption patterns at large.  A recent buzzword is "ubiquitous consumption", which refers to the fact that consumers are now able to buy things at any time, from anywhere, over the Internet.  According to estimates published last autumn by Dentsu Inc., a major Japanese advertising agency, the ubiquitous market is likely to be worth YEN 2.5 billion by 2006, around 5.3 times as much in 2002.  Given the present consumption slump, this would constitute remarkable growth.

 

Thus, it is becoming possible to obtain information and make purchases without regard for time or place.  Dietary lifestyles show increasing signs of a similar trend.  Take rice, for example.  Pre-cooked rice in packs to which the user need only add boiling water, and which can even be eaten standing up, are growing in popularity.  One reason that convenience stores sell so many o-nigiri [stuffed rice balls, often wrapped in seaweed] is, no doubt, that they conform to the trend in consumption.  It is quite natural that people should seek convenience and comfort, but when it comes to food, excessive simplification and "externalization" may not be quite so desirable.  Pre-cooked foods should also be consumed in moderation.

 

Organizations related to the Slow Food movement, which places great importance on local foodstuffs are coming into being even in Japan.  Many farming villages have preserved foods and culinary traditions unique to the region.  Many distributors have taken up the "5-A-Day" campaign, which urges that we eat at least five servings of fresh fruit and vegetables a day as a means of ensuring a healthy diet.  Now, at a time, when interest in food is growing, is surely the time for producers and distributors to come together and strive to win the people of Japan back to a healthy dietary lifestyle.
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