Japan Rice and Rice Industry Export Promotion Association (JRE) is now planning to take active steps this year to boost exports of Japanese rice and rice products to North American countries in collaboration with the Ministry of Agriculture, Forestry and Fisheries (MAFF).
JRE, a general incorporation association based at Chuo-ward, Tokyo, is organized by ZENNOH or National Federation of Agricultural Cooperative Associations, rice wholesalers and food manufacturers in Japan.
JRE’s sales promotion will target at Japanese restaurants and other food service chains in North America, which are expected to increase their purchases of rice produced in Japan.
JRE will implement the various export promotion activities including publicity events inviting local chefs and restaurant owners in the United States, Canada and other North American countries as well as business talks.
Exports of Japanese rice rose to 2.2 billion yen in 2015, while the United States’ import amounts to only 0.1 billion yen.
Japanese foods, however, have been gaining popularity in the North American countries. The number of Japanese cuisine restaurants in these countries exceeded 25,100 in 2015.
JRE has drew up a business plan with a financial support provided by MAFF to promote sales of Japanese rice and rice products particularly by meeting the demands of food service industries in North America.
Preparations are being made to hold publicity events this year, inviting cooks of Japanese restaurants at San Francisco in the United State as well as Vancouver and Victoria in Canada.