While it's well known that the traditional Japanese diet is very healthy, surprisingly organic food has yet to achieve a great impact with the Japanese consumer. Perhaps people think that although organic food may be healthy, it might be expensive and not so tasty. But many people, including one British company, think its time to change that perception.
On 7 September, Daylesford Organic , a highly successful British organic lifestyle brand, held an event at the British Embassy Tokyo to launch “Daylesford Japan”. With their Japanese partner Kataoka & Co Ltd, they also announced the opening of their first Japanese store on 11 November in Aoyama, an upmarket shopping area in Tokyo. The UK Trade & Investment team in Japan helped arrange this event, the result of a long working relationship with Daylesford Organic, providing market advice and business introductions.
Erik Bruun Bindslev, from Daylesford Organic, invited the audience to experience the delicious and sophisticated organic food at their cafe/restaurant and to help develop Japan's organic movement.
Akiko Yanagisawa, UKTI Japan
Akiko.yanagisawa@fco.gov.uk