Fresh Fruit Sales inJapan

 

Fruit shops in Japan usually offer a wide range of fresh andfrozen fruit from around the world. The prices range from the extremely high priced department store giftboxes to the local neighborhood stores discount specials. Emphasis is alwaysput on what’s in season and it is featured prominently in displays ofboth fresh fruit and the products offered. The displays and related advertisingmaterial often include pictures from the farm or farms that produced the fruitthat was sold to the cooperative. The awareness of even the more exotictropical fruit in Japan is very high. Seeing durian and common markets, 4 or 5varieties of tangerines at places like 7-11 and ads in daily papers forexotics, shows the acceptance on the part of the populace for enjoying the widerange of fruit offered daily. Some of this might be do to the products that arealways available based on fruit. Mangosteen chewing gum, and canned rambutanfor example. Miracle fruit sold at train stations and so on.

 

The pictures here show the range of what’s offered aswell as some of the differences in price. Prices shown are figured attoday’s exchange rate of Yen .009348 per $1 USD.

 

Picture:

 

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Loquat from two locations,

Left is from Nagasaki and right from Kagoshima. Thedifference in price is due to

the reputation that Nagasaki has, although both are the mogicultivar.

Usually loquat is priced by size. The most expensive is 5Lsize, (over 3.5 oz each)

And sells for 4800 yen, about $45.00.

 

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Two sizes of Taiwan starfruit at $2.34 and $2.81 each

Okinawa passionfruit at $3.74 each

 

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The small box of rambutan from Australia is $6.55.

The two Hass avocado from Mexico are $2.82

 

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Mangos are common in Japan and come from the Philippines,Thailand, and Okinawa. In some cases they are grown in greenhouses elsewhere inJapan. Those in this picture are ripe and ready to eat. They have beendiscounted. There are also Hawaiian papayas discounted to 280yen,  $2.62 each.

 

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Smaller mangosteen from Thailand sell for $1.41 each. 

Dried persimmon are to the left, 5 are $7.48

 

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This shop in the basement of Hanshin Department store inOsaka had a wide variety.

Mexican Hass avocados at $2.81 each.

Columbian petaya or yellow dragon fruit at $9.35 each

California cherimoya at $9.35 each

Okinawa passionfruit at $3.28 each

 

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Hawaiian papaya at 1200 yen or $11.22 each!

 

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Department store gift baskets are price from $60 to $200.

The more expensive fruit is grown in greenhouses in variouslocations around Japan but the baskets usually include a Hawaiian papaya.

 

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In season fruit, in this case strawberries can be bought foras low as $4.00 but the gift boxed perfect fruit can be as high as $84.14

 

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Off-season, house-grown cherries are $187.00

 

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Nagasaki loquat ($21.51) and watermelon for $28.05(upperleft)

 

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Almost all the shops in Japan have many varieties of citrusgrown in Japan although Florida grapefruit is growing in popularity and thereare some Sunkist oranges available.

Much Japan citrus are locally produced crosses. The fruitshown in this picture is Tosa buntan. Tosa is the old name of Shikoku Island.In Kochi-ken Shikoku there are a number of papaya farms as well as melon andcitrus. The papaya seed came from Kona a number of years ago. Tosa Buntan is aCitrus grandis or pummalo.

http://66.102.7.104/search?q=cache:Bb1xd34-bo0J:www.civil.soton.ac.uk/icuc/bibiography/1990_1995_annotated/pummelo_prop_and_prod.doc+tosa+buntan&hl=en&ie=UTF-8

is a link to a number of abstracts in English from theJapanese Journal of Tropical Agriculture.

 

One of the more interesting things with marketing in Japanis the inclusion of collateral that shows the farm or in this case the farmworkers in the field with the fruit. JA the national agriculture coop is ofteninvolved in the retail marketing of fruit and will often send officials tolarger markets to samples of in season fruit.

 

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Hawaiian Papaya at $9.92 each.

Japan grown kiwi at $2.95 each.

 

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A gift box with 2 Philippine mangos, one Mexican mango and 2Hawaiian papayas for $58.90!

 

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Thailand durian is sold in two sizes, the smaller being$18.70.

Pictured is the larger one at $28.05

Monthong, Chani and Kradum varieties are the commonly foundeven in small neighborhood fruit shops.

 

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Mangosteen from Thailand at $3.74

Starfruit from Taiwan at $2.81

 

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Shows dekopon (upper left), which was developed from ponkonand kiyoumi oranges and growing in popularity in Japan. They are calledtangerines in some areas of the country, oranges in other parts.

 

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With much packaged fruit, instructions are included. Thishow to cut mango paper was given to me when I bought a Philippine mango.

 

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Kumquats, called kinkan in Japanese are found though out thecountry, even in the smallest shops. They are also a favorite of those who maketheir own fruit wines, something common in neighborhood restaurants.

 

A few links for Japanese Citrus references.

http://www.pref.kagoshima.jp/home/english/product/fruits/fruits_main.html

http://www.dokidoki.ne.jp/home1/cyberfair/cf98_file/My_Father's_Orchards.html

http://emi.h.chiba-u.ac.jp/gmn/Posa0409FEBE.html

http://www2.netwave.or.jp/~harvest/frame4496.html

http://village.infoweb.ne.jp/~fwgd4578/senden/fdb.htm(Japanese)

http://www.koga.org/town/tokusan/orange/dekopon.htm(Japanese)

 

Link to photos of You-pick loquat and farming in NagasakiJapan.

http://www.nagasaki-city.ed.jp/mogi-e/biwa/biwa-top/biwa-top-rireki.htm(Japanese)

 

Other Japanese Coop Agricultural links. (JA)

http://nature.cc.hirosaki-u.ac.jp/lab/4/coop/tohoku.htm

http://www.jatokyo.or.jp/     (Japanese)

http://www.zenchu-ja.org/(Japanese)

http://www.ja-kyosai.or.jp/(Japanese)

 

 

 

 

 

Ken Love 

March 21, 2004