The WASABI - Hot News from Japan Vol. 9 Issue 8

FAS Japan Honors Japanese Supporters of U.S. AG Products and Young Farmers: On June 19, 2013, Ambassador John Roos hosted a lunch to honor key players in the Japanese market who have continuously supported imports of U.S. food products. The lunch included a ceremony inducting honorees into the Foreign Agricultural Service (FAS) Third Annual U.S. Agriculture Trade Hall of Fame (HOF) in Japan. The HOF honors those companies that have been stalwart supporters of U.S. agriculture and food throughout the years. The five  honorees represent some of the most influential agriculture-related organizations in Japan. Ambassador Roos thanked the group for their foresight, innovation, and most importantly, their continuous support of U.S. agriculture. Each honoree received a framed letter from the Ambassador that included his thanks and appreciation. FAS Japan has set up a special Agriculture HOF website where all honorees, present and future, will be acknowledged.

FAS Japan Welcomes Yamagata Cherry Growers to the Embassy: On June 17, 2013, a group of cherry growers from Sagae City in Yamagata Prefecture visited the U.S. Embassy in Tokyo. Foreign Agricultural Service (FAS) Japan hosted a marketing seminar for the group who came to Tokyo to study how their products are being distributed and marketed in Japan. FAS Japan staff shared their experiences of marketing U.S. agricultural products to foreign markets, including Japan. The Japanese government is currently promoting policies that encourage its farmers to look at opportunities in foreign markets. Both parties enjoyed a lively discussion about the branding of agricultural products and the opportunities and challenges of exporting to foreign markets. Ambassador Roos participated in the seminar to greet the group and commended Yamagata for
its delicious cherries and high quality rice.

ATO Japan Director Awards Winners of California Wine

Promotion Event: On June 20, 2013, Agricultural Trade Office (ATO) Japan Director Steve Shnitzler presented the 2013 wine-by-the-glass awards on behalf of the California Wine Institute. The awards are to honor the most successful participants in the Wine Institute program. The twomonth long program that took place over April and May included 216 restaurants and wine bars from both the Tokyo and Osaka region. Winners ranged from French style restaurants, such as Grand Cross in Tokyo, to a famous Japanese beef restaurant in Kobe called Aragawa. The program encourages establishments to offer California wines at reasonable prices to encourage diners to try more than one variety, therefore helping to educate the public on the variety and diversity of California wines. Winners of the promotion will participate in the California Wine Dreaming Tour, this August/September to learn more about California wines