Program Outline for the Recruitment of the Participants (Overseas Experts)

City

Prefecture

Saga City

Saga Prefecture

Program

Duration

27 January (Wed.) 29 January (Fri.) 2016 (Tentative)

Participation

Application

Deadline

27 November 2015

(Fri.)

Proposer of the

program Saga Prefecture Agricultural, Forestry and Fishery Products Export Promotion Council

Objective of the program produce

Saga Prefecture

Program No.15P281

Saga

Saga City

Karatsu City Higashi matsuura county

[Distance]

[Access] By Airplane: About 1 hr. 50 min. flight from Haneda Airport to Ariake Saga Airport and about 30 min. drive from the airport

Tokyo Osaka

Fukuoka

2

Area PR

Kyushu is located in the southern tip of the Japanese islands. Saga Prefecture is in the northern part of Kyushu. Saga Prefecture had profound exchanges with the Asian Continent since ancient times and a number of ruins remain to tell the history. One example is Yoshinogari Ruins. The ruins of this 2,000 year-old village had one of Japan still remain to show the ancient roots. Also, pottery techniques arrived from China and Korea ceramic culture such as Imari-yaki and Arita-yaki. In Saga Prefecture, rich nature and traditional techniques are still present.

Saga Prefecture is surrounded by beautiful nature such as the Saga Plain covering 30% of the prefectural land, 1,000 meter-mountains such as Sefuri Mountains and Taradake Mountains, the Sea of Genkai in the north and

Each year, various ingredients (feasts) are produced in this area.

Onions, wheat, soy beans, asparagus, and lotus roots produced in Saga are always on top of the rankings in terms of crop yield in Japan. Saga has large fruit production including strawberries and tangerines. Also, top quality Saga Beef and nutritious seaweed from the Sea of Ariake are treasured for their quality across Japan.

Program Outline

Outline

The main product of Saga Prefecture is Saga Honoka (strawberry). Since Saga Honoka has firmer flesh and is long lasting compared to other types of strawberries, it was originally said to be suitable for export. The flavor is very sweet, juicy, and less sour, so it can be clearly differentiated from other types of strawberries produced in Japan. In the area of Saga Honoka production, momentum for export is rising. However, finding powerful buyers and developing distribution channels remain difficult and there are also challenges related to keeping freshness during product transport.

For these reasons, the Saga Prefecture Agricultural, Forestry and Fishery Products Export Promotion Council would like to use this program to invite import wholesalers and retailers who have experience in dealing with Japanese fruit and vegetables in Thailand, Malaysia, and Singapore, which are our target countries. We would also like to invite human resources with knowledge of rules and regulations related to import clearance and sales in those countries. Through this program, we aim to promote export via observation of Saga Honoka production site, business meetings, and discussions regarding transport and sales overseas.

Local resource (1) Saga Honoka [Strawberry] (and other agricultural products)

Expected Outcome

If we can establish sales channels to Southeast Asia (Thailand, Malaysia, and Singapore in particular) via buyers and participants of this program, considerable sales volume and product branding can be expected in the concerned region. We believe that a stimulating effect in the area of production could eventually vitalize the local community.

In terms of goals we aim to establish sales channels within the fiscal year 2016 and start full-scale export operation. In regard to export volume, our first year target is 0.5 tons or more to each country. This is based on our past result that when we first exported to Hong Kong in the fiscal year 2007, the volume was 0.5 tons.

Furthermore, we will use the outcome gained from this program as a model case and share it

of agricultural products across Saga Prefecture including the development of other items or countries for export.

Overseas human

resources to be

Country/region Southeast Asia * In particular, Thailand, Malaysia, and Singapore

No. of persons to be recruited 10 persons

3

recruited Areas of expertise

Import wholesales and sales of agricultural products (especially fruit and vegetables)

Job type and position

Import wholesalers of agricultural products produced in Japan in the above countries / region

Retailers of agricultural products produced in Japan in the above countries / region

Persons with knowledge of export and sales in the above countries / region

Expected matters

Introduction of buyers for the development of overseas sales channels Suggestions and advice regarding sales promotions (product fairs, etc.) in each country

Advice regarding how to pack and keep freshness of product during transport

Language This program will be offered in English via an interpreter so English competency is required

Places to be Visited

Places to be visited

(1) Saga Fudo-kan Kira: Farmers market (direct sales of agricultural products), Saga Beef restaurant

(2) Saga Honoka farm: Strawberry-related facility

(3) Karatsu Agricultural Cooperative Association Strawberry Packaging Center: Strawberry-related facility

(4) Karatsu Agricultural Cooperative Association Karatsu Umakamon Ichiba (delicious food market): Farmers market (direct sales of agricultural products), directly owned restaurant

(5) Saga Prefecture Specialty Food Convention: Business meeting between local companies in Saga Prefecture

4

Timetable (Tentative)

Date In the Morning In the Afternoon Accommodation

1 26 Jan. Tue.

10:00 Arrival at Fukuoka Airport 11:00 Move to Saga City [Chartered

bus]

14:00 Orientation [Prefectural Office] Saga City

2 27 Jan. Wed.

09:00 Common information preparatory training [Prefectural Office]

13:00 Saga Prefecture Specialty Food Convention (*)

17:00 Saga Fudo-kan Kira observation

Saga City

3 28 Jan. Thu. 10:00 Move to Karatsu City

[Chartered bus]

13:00 Umakamon Ichiba (food market) observation

15:00 Strawberry Packaging Center observation

Karatsu City

4 29 Jan. Fri 10:00 Saga Honoka farm

observation

13:00 Evaluation / final session 15:00 Move to Fukuoka City

[Chartered bus] Fukuoka City

5 30 Jan. Sat. 07:30 Go to Fukuoka Airport

Departure from Japan

* Saga Prefecture Specialty Food Convntion is tentatively scheduled on 27 Jan. If the date of the Convention is

changed, the implementation period of the program will be changed accordingly.

Outline of Saga-

Saga is a leading prefecture of strawberry production, ranking 5th in Japan for shipment of strawberries in 2013. Strawberries grown in Saga are shipped to the markets in Kanto, Kansai, Chugoku, and Kyushu regions starting from around November to June each year. This year, the shipments started from the end of October. Healthy strawberries are growing without any major damage from natural disasters. Shipments will reach their peak from the end of February, so the best season for strawberries is just around the corner. Strawberries are one of the major agricultural products in Saga.

less sour.

The moment you bite into the fruit, the sweetness spreads and the refined flavor lasts in your mouth. Saga Honoka has a high reputation for having clear sweetness and the firm flesh gives a fulfilling texture. Saga Honoka makes you truly enjoy the flavor and sweet aroma of strawberries. Saga Honoka has large pieces of flesh and they are juicy and filling. Since its adequate firmness prevents damage, the quality of Saga Honoka is long lasting. <<Composition of strawberry varieties in Saga Prefecture>>

By strawberry variety, Saga Honoka accounts for about 97% of strawberries grown in Saga Prefecture. Other varieties include Sachinoka, Benihoppe, and Yayoihime. (Source: Japan Agricultural Cooperatives Saga (JA Saga), Survey data 2014)

Celebrating the 15-Year was developed in 1991 at the Saga Prefectural Agriculture

Research Center after many strict selection processes. It was developed by cross-fertilization nosuperior flavor. We applied for variety registration in March 1997 and the

March 18, 2014, we commemorated the 15-year anniversary of the name

In commemoration of the 15-year anniversary, we had a nationwide open call for ka- girls named Honoka to support our PR activities. There were 996 applicants from 43 prefectures. We will continue to - m all over

with the Second Largest Planted Area in Japan! From September 1, 2003, we accepted the cultivation of Saga Honoka outside of Saga Prefecture. As a result, it has been cultivated in each prefecture of Kyushu including Kumamoto Prefecture and all over Japan. In terms of strawberries in 2014, Saga area ratio by variety and it has the second largest planted area after .

(* The cultivation area ratio is from the material compiled by JA Zen-Noh) [Strawberry nationwide cultivation area by variety]

Tochiotome 767.7 ha (1st) Saga Honoka 401.0 ha (2nd) Amaou 340.4 ha (3rd)

[Cultivation status of Saga strawberries]

System cultivation area 177.1 ha (5th) Yield per 10 a 4.13 tons (3rd) Shipment 7.462 tons (5th) (From the survey data by JA Zen-Noh in the end of October 2014) * The area data is for strawberries of 2014 and other data is the

results of 2013 strawberries.

Highest Premier-S

From the yield of 2012, we launched a brand Strawberry Premier-S top brand of Saga Prefecture both in the name and the quality. Premier- - from Saga Prefecture that passed the strict shipment standards (sugar content of 11 or higher, rank of 3L or higher, beautiful color and superior external appearance). This year, limited sales of

- available at luxury fruit stores from late December. [Collaborative strawberry selection facility] In general, strawberries are selected and packed by individual growers and then delivered to collection facilities for shipment. In Saga Prefecture, we conduct collaborative selection and shipment of strawberries in four production areas (Kanzaki, Midori, Shiroishi, and Uwaba) to reduce the burden of individual growers. These packaging centers accommodate various shipment standards to meet the needs of retail stores in addition to the standard sales and their efforts are improving the sales of Saga strawberries.

Cultivation in hothouse Saga Honoka near harvest

Strawberry selection process Cross section of Saga Honoka