Ajinomoto has launched an initiative with Tenmaya Store and other partners to promote consumption of vegetables from Okayama Prefecture and increase consumption of locally grown vegetables by offering student-developed recipes in stores. Approximately 10,000 recipe books will be distributed from this month through next February.
Ajinomoto has begun offering recipes in stores in collaboration with Tenmaya Store, Kurashiki Sakuyo University and JA Zen-Noh Okayama. The initiative aims to encourage residents to consume more vegetables and increase consumption of locally grown produce. Approximately 10,000 recipe books will be distributed at Tenmaya Store locations from this month through next February.
A press briefing was held at the Kōnan store on the 5th, where students who developed the recipes encouraged customers to sample them. The recipe book features 5 dishes under the theme “Recommended recipes for every lifestyle,” and related products will be sold in stores in line with the seasonal recipes.
The 2 dishes served that day were “Nice Rice” and “Try It! Chilled Sesame Tantan Udon.” Both use plenty of vegetables and can be prepared easily. Ajinomoto’s Chushikoku branch said the students had been encouraged to develop recipes using their own ideas.
An executive officer of Tenmaya Store referred to Okayama’s low vegetable consumption and said the company aims to use students’ ideas in promoting menus and developing store displays, thereby increasing visit frequency and the number of items purchased. The Okayama Prefectural Headquarters of JA said it hoped people would become more familiar with locally grown vegetables and continue choosing them.