To increase the visibility of Taiwan mangos in the international community and further develop the Japanese market, the Council of Agriculture (COA) sponsored the “Taiwan Vegetable and Fruit Day” activities simultaneously in Seiseki-Sakuragaoka, Higash-Nakano and Kitano supermarkets run by Keio Corporation, a renowned Japanese distributor of high-quality food, July 1-2, 7-8 and 14-15. And COA Vice Minister Yu-tsai Huang introduced to Japanese consumers safe Taiwan agricultural products in the Seiseki-Sakuragaoka store at 11: 30 a.m. on July 2, said the Council, adding that it is expected to lead to a boom of Taiwan mango sales in Japan.

Japan has been the most important export market for Taiwan fruits. For example, the export of Taiwan fruits to Japan totaled US$20.18 million in 2009, accounting for 47% of Taiwan ’s overall fruit export value (US$42.94 million). Among the exported Taiwan fruits, mango is particularly favored by Japanese consumers. Due to such factors as Taiwan’s sufficient sunshine and big temperature difference between day and night, mangos produced in Taiwan have bright red peel and taste smooth, delicate and sweet with rich fragrance. And mango’s rich tropical fruit contents amaze Japanese consumers’ taste buds and 76% of Japanese consumers chose Taiwan mango in a 2007 on-line survey by Yahoo! Japan as their favorite fruit, surpassing the Japanese Miyazaki and Ryukyu mangos.

Keio supermarkets started selling Taiwan mangos in 2008 and sponsored in cooperation with the COA the “Taiwan Vegetable and Fruit Day” promotional activities in 2009, which met with an enthusiastic response from Japanese consumers. Sold under the name of “Akila mango” and gained a reputation in Japan, mangos produced by fruit growers of the Yushan Cooperative Farm in Nanhua Township, Tainan County and carefully selected by Taiwan exporters became the star product of Keio supermarkets through active promotion. Cash registers of the Seiseki-Sakuragaoka supermarket had more than 10,000 invoice receipts in a single day during the “Taiwan Vegetable and Fruit Day” activity, setting a new record for the store. Manager Naito of the Seiseki-Sakuragaoka store specially paid a visit to the COA in early June and toured mango farms. Deeply impressed by Taiwan mangos’ quality and safety, he then planned Keio Corporation effort in co-hosting the July promotional activities.

Selling Taiwan mangos means the quality of Taiwan agricultural products has won the recognition of Keio supermarkets. In addition to mango, Keio supermarkets have made plans to sell eel, litchi, green bamboo shoot and other quality farm produce imported from Taiwan .           

Taiwan mangos being sold by the Japanese distributor of high-class food items means a lot to Taiwan agricultural products. Farmers who produce carefully quality agricultural products can sell them both at home and abroad to create sustainable profits. The COA will continue assisting Taiwan farmers in growing quality farm produce and help local exporters establish stable long-term supply relations with foreign buyers so as to increase farmers’ income by raising both quantity and quality of Taiwan agricultural exports.