New Rice Brands Hit Shelves in Japan

Economy

Tokyo, Dec. 1 (Jiji Press)--New luxury rice brands have been launched in Japan following the recent abolition of the government's decades-old "gentan" rice output adjustment program.

Amid a fall in rice consumption, local governments are promoting branding of home-grown rice such as through holding sales events in the greater Tokyo area.

After the busy harvest season, rice under five new brands was put up for sale on Nov. 1 at the "Komedokoro Yumeya" rice-selling area of Matsuya Co.'s <8237> long-established Ginza department store in central Tokyo.

The five brands included "Shinnosuke" and "Ichihomare," grown in the central Japan prefectures of Niigata and Fukui, respectively.

They are priced as high as the high-end "Koshihikari" rice produced in Niigata's Uonuma area, at around 1,000 yen per kilogram.

[Copyright The Jiji Press, Ltd.]

Jiji Press