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THE MEASURE FOR JAPAN BRAND

Background to be appointed as "Japan Brand"

Renowned for the freshness of its produce and technological excellence the seafood processing industry of Kiinagashima town has build up very strong reputation over the years. In recent years, however, these industries have come under increasing pressure primarily due to a fall in domestic seafood prices as a result of increased competition from imported produce. Human resources have also been negatively affected by changes in the demography of the area. Small and medium sized enterprises in particular have been affected.

In order to address these issues and also taking into consideration other societal factors (low fertility, aging population, lifestyle changes), CCI has been advising local businesses how to develop and market new products. One example of this cooperation has been development of the “Tabekiri” brand by a local enterprise which was launched in April 2001. This individually packed dried frozen fish won the Mie brand award in October 2002. Other varieties of “Tabekiri” were subsequently developed.

Along with new product development, distribution networks have been put in place for the Japanese and overseas markets. Currently Kiinagashima town is working to enhance these networks to supply the global markets and is continuing to develop further local food processing technologies to remain globally competitive.

In recent years, the whole community (residence, company, agencies, authorities) has organized voluntary tree plantation tours to preserve local resources under the catch phrase “the mountain is the lover of the ocean” in order to restore our once “bountiful oceans”.

Recent outbreaks of BSE and bird flue have drawn people’s attention to food safety. The traceability of products from the producer to the consumer has become very important. As such the local sourcing of food has become crucial and we believe the “Tabekiri” food project will continue to expand and create opportunities within Kiinagashima for other locally produced food