## 4 Budding “Mainstreaming”

A variety of entities have already launched social and economic activities paying heed to biodiversity. In this subsection, we describe activities by local governments, companies and nongovernment organizations (NGOs), centering on activities chosen for the first outstanding performance awards of the “Japan Awards for Biodiversity,” established by the Ministry of the Environment and the AEON Environmental Foundation in order to promote the conservation of biodiversity and its sustainable use.

## (1) Efforts by local governments

Prefectural governments and municipalities have been undertaking various efforts on the conservation of biodiversity, including preservation of nature parks and other protected areas, protection and management of wild birds and animals, protection of rare species of wild fauna and flora, conservation and revitalization of urban green areas and measures to deal with alien species. For example, regarding the protection of rare species of wild fauna and flora, all the prefectural governments have formulated the red data book and the red list by 2005, and 27 prefectural governments enacted ordinances on the protection of rare species of wild fauna and flora by FY 2009. Furthermore, a total of 30 prefectures introduced the forest environmental tax and similar tax systems for the purpose of conserving forests and water sources by FY2009, with specific efforts funded with these tax revenues.

In addition to these efforts, local governments are developing regional biodiversity strategies based on the Basic Act on Biodiversity, in order to proceed with the conservation of biodiversity and its sustainable use in accordance with natural and social characteristics of their regions. As of the end of March 2010, Saitama Prefecture, Chiba Prefecture, Aichi Prefecture, Shiga Prefecture, Hyogo Prefecture, Nagasaki Prefecture, Ngareyama City, Nagoya City and Takayama City have already formulated their regional biodiversity strategies, while many other local governments are considering the formulation of such strategies.

## (2) Corporate Initiatives

A construction company, in cooperation with organizations concerned, has expanded upon previous studies on ecological networks and developed a system to evaluate an impact of urban development projects on local ecosystems in an easy-to-understand manner, and is already applying the system to actual construction projects such as hospitals and business buildings. The company is also breeding Japanese honeybees, a native species, as a sentinel species of the urban environment for the collection and analysis of data on their flight paths and distances and honey source plants, and is making use of such data for biodiversity-friendly cities.

A housing maker, in order to allow for sustainable wood use, in collaboration with timber suppliers and NGOs, developed in 2007 “timber procurement guidelines” with 10 procurement policies from the broad perspectives of not only legitimacy of procured timber but also biodiversity conservation, livelihoods of residents in logging areas and revitalization of the domestic forestry industry. The company classifies timber into four categories by a sum of evaluation points for each procurement policy, and strives to increase the percentage of timber produced with due heed given to biodiversity. These efforts bring benefits to timber suppliers as well in that they can independently change timber procured in accordance with objective standards.

A shinkin bank (credit association) has offered the “time deposit for considering biodiversity” in order to help enhance the interest in COP10 to be held in Nagoya City, Aichi Prefecture, its business area, and deepen understanding about biodiversity. Bank employees met personally with over 20,000 customers and engaged in activities to mutually deepen the interest and understanding about the importance of biodiversity and COP10. The shinkin bank sold out the time deposit product two months earlier than originally scheduled, contracted ¥3,076 million in 4,164 accounts (about 3,400 depositors), with 0.01% of the deposited amount donated to the Aichi-Nagoya COP10 CBD Promotion Committee.

A detergent maker is purchasing land for the restoration of rain forests and engaged in activities to preserve Borneo elephants driven out of their habitats by donating 1% of sales of coconut detergents to the Malaysian government-sanctioned “Borneo Conservation Trust.” Aside from financial assistance, the company is also organizing Borneo eco-tours for consumers as part of diffusion and educational activities to enhance environmental conservation awareness. These efforts have drawn massive consumer support.

## (3) Efforts by NGOs, etc

The Shirotoko Nature Foundation has been conducting long-term monitoring and biological surveys and genetic diversity surveys on brown bears, Yezo sika deer, marine mammals, white-tailed sea eagles and other large animals living in the Shirotoko Peninsula, the world natural heritage site. Through environmental education and experience-based education programs making use of such research results, the Foundation is also engaged in activities to communicate the importance of nature and biodiversity in Shirotoko to local residents and visitors. Furthermore, commissioned by Shari Town and Rausu Town, its founders, the Foundation is contributing to the conservation of local biodiversity through continuous efforts, including the protection and management of brown bears and other wild animals and the “Shirotoko 100 m $ ^{2} $ Forest Trust,” one of pioneering national trust movements in Japan.

Since its establishment in 2001, the Research Institute of Agriculture and Nature, a specified nonprofit corporation, has developed an index of 5,470 species of animals and plants in rice paddies and a list of surveys on the distribution of their habitats, based on the belief that “ordinary insects,” not destructive inspects or helpful insects, form the rice field environment, and submitted them to relevant research institutions. The institute is also trying to make 230 species each of animals and plants into indicator species to evaluate biodiversity in