Japan Fruits and Vegetables Export Promotion Council - Export facilitation | Asia Fruit Logistica 2025
Exhibiting at Asia Fruit Logistica 2025
AsiaWorld-Expo
3 Sept - 5 Sept, 2025
Product Offerings
Product Categories:
Fruits and Vegetables, Processed Foods
Products:
Export facilitation: Japanese fruits and vegetables, processed products
Product Categories
Fruits and Vegetables
Processed Foods
Available Products
Japanese fruits and vegetables
processed products
Japan Fruit and Vegetables Export Promotion Council (J‑FEC) is a dedicated organization established with the mission of promoting Japanese fruits and vegetables in international markets. Founded under the guidance and supervision of Japan’s Ministry of Agriculture, Forestry and Fisheries (MAFF), J‑FEC plays a pivotal role in facilitating the global export of premium-quality, domestically-grown produce.
Core Business and Mission
J‑FEC operates as a non-profit, public-interest council that represents a coalition of agricultural cooperatives, regional promotion bodies, growers, and trading companies. Its primary mission is to increase the global visibility and consumption of Japanese fruits and vegetables by supporting exporters, organizing international promotions, and engaging in strategic branding activities.
The council actively promotes the “Japan-grown Fruit” brand, a government-recognized certification that guarantees premium quality and strict safety standards.
Product and Service Offerings
J‑FEC is not a commercial exporter but a facilitator and promoter of Japan’s fresh produce sector. Its key offerings include:
Export Promotion: Organizing trade shows, campaigns, and tasting events overseas.
Market Development: Identifying and nurturing high-potential export destinations.
Brand Building: Managing and promoting the “Japan-grown Fruit” quality label.
Exporter Support: Providing data, guidance, and connections to local producers and exporters.
The products under its promotion include:
Fresh Fruits: Shine Muscat grapes, Japanese pears (Nashi), persimmons, apples, strawberries, citrus varieties (Mikan, Dekopon).
Vegetables: Sweet potatoes, onions, daikon radish, carrots, and other seasonal vegetables.
Processed Products: Dried fruits, juices, jams, and ready-to-eat healthy snacks derived from Japanese fruits and vegetables.
Specialization and Core USP
J‑FEC’s core strength lies in its endorsement of premium-quality, safe, and traceable agricultural products. Japan’s farming industry is globally known for:
Strict agricultural practices
High food safety standards
Taste-centric crop development
Minimal pesticide usage under monitored systems
Additionally, the council offers exporters exclusive rights to use the “Japan-grown Fruit” logo, which has become a recognizable symbol of excellence in countries such as Taiwan, Hong Kong, Singapore, and Thailand.
Financials and Government Backing
As a government-endorsed body, J‑FEC does not publicly release revenue or profit figures. However, its activities are funded through a mix of MAFF subsidies, industry membership contributions, and public-private cooperative funds. In fiscal year 2023, MAFF allocated over ¥4.6 billion (~USD 32 million) specifically for fruit and vegetable export support, much of which is funneled into J‑FEC-led campaigns and programs.
Shipment and Export Data
J‑FEC has been instrumental in increasing the value of Japanese fruit and vegetable exports. According to trade data:
Japanese fruit exports totaled ¥38.5 billion (~USD 265 million) in 2023, up 12.6% year-over-year.
Grape exports, particularly Shine Muscat, led the category with over ¥12.4 billion in shipments.
Key markets include Hong Kong, Taiwan, Singapore, Vietnam, and the UAE.
Vegetables followed with steady growth, with sweet potatoes and onions leading shipments to Southeast Asia and North America.
These figures highlight the success of J‑FEC’s structured promotional campaigns in elevating the demand and value of Japanese produce internationally.
Target Market
J‑FEC focuses on high-value consumer markets where Japanese products are seen as premium imports. These include:
East and Southeast Asia (Taiwan, Hong Kong, Thailand, Singapore)
Middle East (UAE, Saudi Arabia)
North America (United States, Canada)
Europe (UK, France, Germany in niche luxury retail)
The council tailors its promotional campaigns for urban consumers, gourmet chefs, high-end supermarkets, and health-conscious buyers seeking safe and exotic produce.
Capabilities and Infrastructure
Export Readiness Programs: For local cooperatives and producers.
Cold Chain and Logistics Partnerships: With certified exporters and carriers.
Event and Media Management: Organizing international trade shows, live tasting events, and B2B matchmaking forums.
Regulatory Compliance Support: Assisting members with phytosanitary requirements and customs regulations in destination markets.
Certifications and Compliance
All products promoted by J‑FEC adhere to:
Japan Good Agricultural Practice (JGAP)
Global G.A.P. certifications for exportable produce
Japan-grown Fruit Label: A trademark issued and regulated by MAFF
These compliance standards ensure that only safe, high-quality, traceable products enter foreign markets, bolstering buyer trust.
Customer Testimonials and Market Feedback
Although J‑FEC does not publish testimonials per se, multiple trade fair reports and importer interviews from Singapore, Hong Kong, and Taiwan have highlighted the exceptional taste, consistent quality, and attractive presentation of J‑FEC-promoted products. Buyers often cite the “brand value of Japan-grown” as a market differentiator.
Major Achievements
Organized over 30 international promotional events in 2023 alone across 10 countries.
Successfully increased Japanese grape exports by 23% year-over-year through targeted promotions in Thailand and Taiwan.
Built strong collaborations with premium retailers like AEON, CitySuper, Don Don Donki, and Lulu Group.
Launched the “Smile Japanese Fruits Gift” campaign across Asia, enhancing cultural value and gifting appeal of Japanese fruits.
J‑FEC continues to be the cornerstone of Japan’s strategic export growth in the agricultural sector, representing a unique blend of traditional farming excellence and modern global market development.
