Restaurants in Japan urged to declare ‘menu ingredients’ country of origin

Supermarket signage in Japan indicating the price of the food item is in some instances been overshadowed with information explaining the food is actually safe to consume.

The Japan government is also urging restaurants to declare the country of origin of the menu ingredients to patrons as Japanese consumer confidence in imported food safety deteriorates

It’s by no means panic but more a subtle repositioning by officials and several retailers in the wake of the latest food recall of a Gyoza manufactured in China.  

In 2007 there were 756 instances of voluntary food recalls in Japan up from 237 in 2006. 42% of the recalls were as a result of labeling breaches which ranged from omitting additives to blatant falsifications.

New Zealand exporters may well gain leverage from Japanese hospitality industry providing country of origin to dinners however few NZ exporters could provide the kind of proof Japanese consumers need.

The Japanese have become skeptical of brand marketing since some of the countries most familiar and trusted brands have been convicted of food safety breaches. Consumers are increasingly researching products, companies, consulting banned ingredient checklists and self importing for personal consumption.

For exporters considering Japan it may soon be a prerequisite to supply an audit trail and certification of ingredients and the manufacturing process in format clients can view from their mobile phone in the shopping isle.

Aeon, Japans second largest retail group is one supermarket offering such customer data access via the product packing and has noticeable increased printed point of sale information to reassure customers of the foods orgin, particularly Aeon's home brand range 'Top-Value'.

NZ exporters able to provide consumers with food safety assurances will become an attractive proposition for Japan retailers.

 www.galleriejapan.blogspot.com