Overview
Until recently, no clear definition of "organic product" existed for the Japanese organic market. Both green labeled products and organic products were considered to be same. In fact, even today the average Japanese consumer is still unaware that certified organic food products are the better products for both their health and the environment.
In Japan, green labeled products are products that “are said” to meet all the standards of organic except the stipulation that no chemicals have been used for more than 3 years and no inspection of the farm and product handling procedures require inspection.
All Japanese consumers view organic and green products as healthier than conventional products, but many are under the mistaken impression that uncertified domestically grown green products are actually as good as or better than certified organic products simply because the food is trackable and a picture of the farm owner’s face may be displayed next to the display in the store.
Japanese retailers are beginning to handle Organic JAS products more actively as part of their efforts to respond to the heightened consumer interest in food safety. Nevertheless, the fact remains that the share of domestic Organic JAS products in the food market is only 0.15%. Considering various constraints of domestic organic supplies, such as small quantities, high prices and instability in supply, the general consensus among surveyed retailers is that the market share of organic products should not increase dramatically.
Most organic sales in Japan are made up of rice, wheat-based products, soybeans and a variety of processed products. Fresh and frozen fruit and vegetables make up less than 5% of organic sales.
Fresh Organic Fruits & Vegetables Sold in Japan
Mandarins, kiwis, strawberries, oranges, bananas, tropical fruits, onions, carrots, potatoes, bell peppers, salad vegetables, broccoli, cabbage, asparagus, pumpkin, sweet potatoes, green beans, ginger and taro
Growth is expected in the organic market, however due to the barrier presented by port officials fumigating up to 70 percent of shipments regardless of whether the shipment carries quarantine pests. Under the JAS, fumigated products cannot carry the organic label. However, they can still carry the green label.
Prices for organic and green labeled products can charge a premium on average of 20 to 30 percent, but can range anywhere from 10 to 100 percent depending on the product.
(Examples)
Organic Standards in Japan
On April 1, 2001 the “organic” labeling law took effect in Japan. Below are the main events that led to the creation of the law.
1992: MAFF produced organic labeling guidelines. Not a law, so no punishment for non-compliance.
1998: MAFF decided to establish Organic Certification rule in JAS law.
1999: Revised JAS law was passed by Diet (Congress).
2000: Revised JAS law took effect. Producers and traders no complying with law could be punished.
2001: Control of “organic” label took effect.
The establishment of the JAS law is based on the CODEX guidelines for organic agriculture. Organic certifiers are required (accredited) with MAFF and are called Registered Certifying Organizations.
Click here for information on key characteristics of Japanese organic market.
Click here for information on Japanese organic market distribution channels.