Behind this change in the traditional distribution channels is a strong consumer demand for lower priced, fresher products. After arrival in Japan, importers send the products directly to wholesalers or retailers with whom they have a long-term supply contract. In 1996, when the Japanese government decided to permit the entry of seven varieties of Canadian tomatoes, this company sent representatives to Canada to investigate the fresh vegetable industry. Canada has excellent growing facilities, better climatic conditions and a geographical advantage over the Netherlands in terms of proximity to Japan. As for tomatoes, as mentioned earlier, the seven varieties allowed for export to Japan from Canada do not seem to be suitable for the consumer market.
Japanese consumers prefer sweeter tomatoes with fruit that is more pink.
Canada should continue to work with the Japanese authorities to open fresh vegetable markets, particularly in the case of peppers and tomatoes. Further, and this can not be over-emphasized, it is recommended that Canadian growers work with Japanese seed companies in selecting varieties best suited for the Japanese marketplace. Japanese seed companies are aggressively trying to develop fresh crop production areas overseas, and then bring the harvests to market in Japan. Immediate opportunities exist in the export of endives, chicory and zucchini, which are relatively new Western vegetables to most of the Japanese consumers. According to a number of vegetable wholesalers, these kinds of special vegetables were not of interest whatsoever 20 years ago.