As of the end of May 2013

## Topic 3 : Launch of the “Delight of a Fish-Rich Country” project as a public-private collaboration effort to expand consumption

- The “Delight of a Fish-Rich Country” project, which includes the following activities, commenced in July 2012 as a public-private collaboration campaign to stimulate the overall fishing industry, aiming to expand consumption of fish and fishery products.

(1) A program was launched in August 2012. Since then, various efforts to expand consumption of fish and fishery products, including events and cooking classes, have been registered as “Delight of a Fish-Rich Country” demonstration activities. These activities have been periodically publicized and advertised nationwide by the Fisheries Agency.

(2) A system was established to seek handy and tasty processed fishery products and seasonings from the public, and select Fast Fish products from among them. Applications have been accepted since August 2012. (2,290 products from 296 companies have been selected as Fast Fish products as of the end of May 2013.)

(3) In order to enable fishery-related entities to provide schools with fish-rich-diet educational programs, etc. that meet schools' needs, the Fisheries Agency, through its Website, has informed the public of the website of the Ministry of Education, Culture, Sports, Science and Technology (MEXT) since October 2012, with a view to match schools with fishery-related entities.

(4) A program was started in November 2012. Since then, the Director-General of the Fisheries Agency has appointed persons who are engaged in spreading and passing on fish-rich dietary culture as Osakana Kataribe (fish storytellers) and endorsed their activities. (58 persons have been appointed as of the end of May 2013.)

Overall image of the “Delight of a Fish-Rich Country” project

# “Delight of a Fish-Rich Country” project

“Delight of a Fish-Rich Country” promotion conference

(with representatives from producers, fishery-related organizations, processors/distributors, and consumers)

## August-

“Delight of a Fish-Rich Country” demonstration activities

Periodically publicizing various activities that contribute to expanding consumption of fish and fishery products, such as fishery events

Activities of 102 entities have been registered. $ ^{*} $

## August-

## Fast Fish

Participants' activities

Selecting Fast Fish products based on criteria, such as convenience, handiness, and potential for demand growth

Through five selection sessions, 2,290 products from 296 companies have been selected. $ ^{*} $

## October –

Supporting promotion of fish-rich diet through school education

Collaborating with MEXT, etc. to enable schools and the local community, society, and industry to collaborate/cooperate with each other in providing educational activities

Forum for exchanging opinions and interacting

Introducing and publicizing members' activities, etc.

Providing information on events, etc.

Proposing projects, inviting collaboration partners

Participants' activities

## November-

## Osakana Kataribe appointed by the Director-General

The Director-General of the Fisheries Agency appointing fish storytellers to endorse them in spreading and passing on diverse fish-rich dietary culture in various fields

58 persons have been appointed. $ ^{*} $

Osakana Kataribe Conference 2012 and 2013 have been held.

Participants' activities