TOKIO and Lovely are supporting Fukushima Prefecture agricultural products.

Fukushima Prefecture launched the "Reborn! Fukushima's Blessings Promotion Project" in 2012 to dispel unfounded rumors about locally produced agricultural, forestry, and fishery products following the nuclear disaster. The project promotes the appeal, safety, and security of these products.

As part of this initiative, a new TV commercial titled "Fukushima Pride" began airing on July 30th. On August 4th, an event was held at a supermarket in Tokyo to introduce fresh produce to consumers.

• TOKIO

At the launch event held at the Jiji Press Hall in Chuo Ward, Tokyo, on the day the commercial aired, Governor Masao Uchibori stated, "We want to restore the pride of our producers through this commercial. We asked TOKIO, who support Fukushima as their second home, to appear, and the director is Michihiko Yanai, originally from Koriyama City. We hope many people will eat the prefecture's vegetables and fruits and smile."

Yanai commented, "We made this with respect for the tremendous efforts of the producers. I believe it conveys the excellence of these agricultural products." The commercial introduces the deliciousness of the peach variety "Akatsuki" and "Nango Tomatoes," along with their producers.

On stage, TOKIO members Shigeru Jojima and Masahiro Matsuoka appeared pulling a handcart loaded with agricultural products. Jojima remarked, "I felt the producers' 'passion' more than the weight of the handcart."

The two engaged in conversation with Governor Uchibori and Mr. Yanai, enthusiastically conveying the deliciousness of the peaches and tomatoes. Governor Uchibori stated, "There is no magic cure for the issue of unfounded rumors, but it is important to continue carefully using various methods." The two members of TOKIO expressed their determination, saying, "We want to continue representing Fukushima, conveying the producers' love and the excellence of the agricultural products."

• Lovely

On August 4, the "Fukushima Prefecture Summer-Autumn Produce PR Event" was held at Ario Kitasuna, an Ito-Yokado store in Koto Ward, Tokyo. The Seven & i Group, including Ito-Yokado, is implementing the "Tohoku Kakehashi Project" to support the recovery of disaster-affected areas. This involves collaborating with the governments of Tohoku's disaster-affected prefectures to conduct in-store sales campaigns and events.

On the day, Governor Uchibori, JA Fukushima Goren Chairman Nobuo Ohashi, and Ito Yokado President Kazuhisa Toi appealed to shoppers about the safety and deliciousness of Fukushima's produce.

During a talk session joined by model Lovely as a consumer representative, topics included "Akatsuki peaches, representing the prefecture," "Ten no Tsubu rice, which rivals Koshihikari and Hitomebore," and "efforts to dispel unfounded rumors." Shoppers listened intently.

After tasting the "Akatsuki" peach, Lovely exclaimed with a smile, "I've become a huge fan of Fukushima!" due to its exceptional flavor. The venue bustled with activity as samples of Akatsuki peaches and Akabeko straps were distributed.

The website "Fukushima New Releases" ( http://www.new-fukushima.jp/ ) provides information on many agricultural, forestry, and fishery products, and also allows viewing of TV commercials and making-of videos.