Jetro unveils campaign to support certification of Japanese foods

The Japan External Trade Organisation (Jetro) is launching the Fudo Nippon campaign, a certification programme launched for outlets serving Japanese foods and beverages. The certification attests to the partners’ use of authentic Japanese products and ingredients, offering consumers added reassurance of the quality of products from Japan. The campaign is funded by the Ministry of Agriculture, Forestry and Fisheries (MAFF).

“With the growing appeal of Japanese foods among the discerning population in the UAE and the region, we are pleased to launch this campaign to encourage Japanese Food Ingredients Supporter Stores Overseas in their efforts to provide their customers with the best foods, beverages, and ingredients from Japan,” said Masami Ando, managing director of Jetro Dubai and Mena.

Fudo Nippon will include tastings for consumers, competitions and a dedicated microsite about restaurants, ingredients, and distributors. For businesses, webinars will be held to provide them with a wide range of resources to facilitate commerce between the two nations, improve food distribution networks, and set up operations in the UAE. 

“When it comes to food and beverage, trust is the most important ingredient you can have. A certification that a restaurant is using authentic Japanese ingredients, distinguishes an outlet from its competitors as they are using products of the highest quality. It also contributes to the healthy growth of businesses across the value chain from farm to fork,” added Noboru Sekiguchi, Japan’s Consul-General in Dubai.

Certificates have already been awarded to a variety of Japanese local restaurants and online and physical stores, which have witnessed tremendous growth in sales in response to increased demand for online delivery services due to compliance with Covid-19 precautions.