ISARIBI NO.80

ISSN1346-2512

ISARIBIJapanFisheries
Association Fishing Fire

漁火NO.80, FEB. 2014
Sankaido Bldg.,
9-13 Akasaka 1, Minato-ku,
Tokyo, Japan 107-0052
tel: 81-3-3585-6683
http//www.suisankai.or.jp

Views and Opinions of Japan’s Fisheries Industry

Challenge by Japan’s fisheries

ANew campaign to promote
fish consumption in Japans mentioned in our previous issue of ISARIBI on the meeting of the International Coalition of Fisheries
Associations (ICFA), the Japan Fisheries Association (JFA) is promoting fish consumption in Japan as astep to advance restoration of the Japanese fisheries industry. Following is an excerpt from "Let's Eat
Fish Network Booklet."
It is our hope that the data and analyses presented here will be of use to the readers in discussing
seafood consumption in their respective countries.

A. TRENDS IN FISH CONSUMPTION

Nowadays, fish consumption is booming in the world, with ever growing demand for seafood. In contrast
with this trend, consumption of fishery products in Japan has been declining ear by year.

1. Trends in the annual global supply of fish and fishery products forconsumption by country (per capita)

ISARIBI: First published by the Japan Fisheries Association in October 1992.
JFA President: Toshiro Shirasu; Editor: Masashi Nishimura

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In an international perspective, Japan had long enjoyed the top position in per-capita supply of seafood,but it slipped to the third position in 2009, falling behind Portugal and Korea.

2. The annual global supply of fish and fishery products for humanconsumption by country (per capita)

In 2006, the per-capita consumption of fish and meat per day in Japan went in reverse, with more people
eating meat than fish. Furthermore, the intake of fish decreased by 25% during the past decade, while meat
consumption increased by 10%. The gap between meat and fish consumption expanded in 2009 and 2010.

3. Daily levels of meat and fish consumption per capita in Japan

Source: Ministry of Health, Labor and Welfare: National Health and Nutrition Examination Survey (2003-2010)

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B. WHY FISH CONSUMTION IS DECLINING IN JAPAN
Here a question arises whether the Japanese have become less fond of fish. Studies show that mostJapanese mothers think that fish is healthier than meat; they want to eat more fish themselves and also
would like to have their children eat more.

4. Images of meat and fish in Japan

It is not true to say that the Japanese people came to dislike fish. But they now consume fish lessfrequently because it takes time to cook, they face the problem of raw kitchen garbage, and children tend to
dislike fish bones. For these reasons, it is considered that consumer demand is shifting to meat.

5. Reasons for not eating fish

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6. Why I don't like fishConsumption of fish such as mackerel and jack mackerel is shrinking because it is time-consuming toprepare cooking of these fish. By contrast consumption of salmon, yellowtail and skipjack is growing as theyare supplied as sashimi and slices and cooking is simple.

7. Changes in Food Expenditures per Household in Japan (where year 1965 = 1)

C. FAST FISH AS A NEW CAMPAIGN

Under these circumstances, a campaign, named "Fast Fish," was launched in Japan last year, with theaim to expand seafood consumption. This campaign is intended to make consumers enjoy fish dishes moreat ease. The seafood industry is encouraged to present new products such as boneless products and easyto-eat fish products that could be cooked quickly by microwaves. Soon after the campaign started, there
were oppositions from conventional fish retailers that such products would deprive them of their business
opportunities. But as time passed by, many Fast Fish products came to be displayed on the shelves ofsupermarkets and convenience stores mainly because they responded to the needs of Japanese women whotend to work outside their homes in an increasing number. The Fast Fish campaign may not solve all theproblems we face, but we expect that it would provide a good chance or a starting point for consumers toreconsider fish diet and increase fish consumption. The most important thing is that the Fast Fish campaign
does not cut into conventional demand for fish but rather add to the existing demand.
The JFA is now promoting its campaign to boost fish consumption through seminars and symposiums,
centering on "Let's Eat Fish Network" organized by the Fish Consumption Promotion Center.
We have developed "Let's Eat Fish Network Booklet" with the aim to carry out these activities extensively.
We are fully committed to redouble our efforts to propagate and promote seafood consumption in the future,including the programs targeting students--on elementary, middle and high school levels--by using thesepublicity materials.
In line with this general goal, the Marine Eco-label Japan (MEL Japan) is promoting sustainable
and responsible fisheries through its labeling scheme. (For detail, please visit http://www.melj.jp)
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