The 5ADAY Association Japan is a non-profit organization established in 2002 and now consists of 100 members across retailers, fresh produce distributors, wholesalers, fresh-cut processors and growers. The mission is to consistently provide information on health benefits of fruit and vegetable consumption and to take a leadership role to develop educational programs for children and adults maintaining close coordination with supermarkets across Japan.
In Japan, 3.7 percent of the population is considered obese. According to a national survey, 75 percent of adults 20 years and older are trying to maintain a healthier diet. Due to the influence of Westernization and rapid economic growth, traditional Japanese cuisine—which features rice as a staple food, small portions of various vegetable dishes and a main dish comprised of healthy proteins such as fish or soybean protein—is disappearing. As a consequence, weight gain, in particular among middle-aged men, is on the rise. The younger generation’s diet is also suffering. In response, we developed a new program that focus on understanding the importance of food
supply-chain and processes of production to make people realize the benefit of production and healthy eating.
Through this pilot program, 90 percent had a high comprehension about the benefits of food supply-chain and appreciation for production and the traditional Japanese cuisine. Furthermore, it was increased by 92 percent to 95 percent after three to six months in spite of the time that has passed. Many parents reported there was a behavior change in their daily diet both for themselves and their children. Thus, this program design that focuses on grace for production and traditional healthy cuisine was evaluated as effective. To expand, more promotion and partners are required to take this to the next step.