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Japan: 'Fast fish' gains popularity among consumers
February 14, 2013, 09:14 AM
Japan’s government wants to stave off the country’s declining fish consumption by promoting boneless "fast fish" products that are easy to prepare. Traditionalists, in turn, are complaining about the microwavable products because it constitutes disrespect toward Japan’s fish food culture.

The government’s initiative began in August with "boneless Pacific saury," told supermarket operator Aeon Co. Demand was high: the 400,000 packs sold out in less than two months, leading Aeon to expand production in Iwate Prefecture to keep up.

Kinzo Matsumoto, the general manager of Aeon's Seafood Department, explained that the products’ success is related to the advertising efforts tying fish with bread.

“As of late, we haven't had a new product with such sales growth," he stated, Asahi Shimbun reports.

Not only young but also elderly shoppers have become enthusiastic consumers of fast fish, Matsumoto told, because it is easy to eat. 

In mid-October, the Tokyo branch of Aeon Shinagawa Seaside offered 20 products, including vacuum-packed boneless saury and salmon, with flavours such as orange olive, garlic butter and "shiso."

Source: (fis.com)
Ngoc Ha
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