20 September 2010

Japan Launches Point Awards Trial to Promote Domestically Produced Foods

Reposted in full from
Japan for Sustainability, 10 May 2010

'The Japanese Ministry of Agriculture, Forestry and Fisheries (MAFF) conducted a giving-point experiment for the purchase of domestically-produced foods during the period between January 5, 2010, and February 28, 2010, in order to promote its consumption. The campaign was held in cooperation with retailers, local governments and producer's associations.

Dobbed as "Eat Japanese Delicious Foods! ", the campaign was carried out at 80 supermarkets owned by the Tokyu Store Corporation, Ito-Yokado Co., and the Daiei in the Tokyo, Kanagawa, and Chiba areas. During this period, consumers who purchased domestic foods were given purchase points, which they were then able to trade in for prizes.

There were three ways for people to claim their prizes: exchanging a number of points for a fixed prize, entering a draw at the store, or applying for a prize by postcard or via the Internet. The prizes included seasonal foods produced in Japan, gift certificates, and meal tickets, as well as farming experience tours for families.

Through the campaign, MAFF aims to encourage consumers to buy domestically produced foods and improve food self-sufficiency in Japan.'

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