Tokushima Prefecture, already established as Japan’s top producer of spring carrots, is taking bold steps to promote its agricultural gem. On April 12, designated as “Tokushima Carrot Day” (a clever play on the Japanese pronunciation of 4-1-2, “yo-i ninjin” or “good carrot”), promotional events swept through Tokushima, Yokohama, and Osaka to showcase the region’s prized “haru ninjin” (spring carrots).
Characterized by their thin skins, vibrant color, and signature sweetness, Tokushima’s spring carrots are planted in the autumn and harvested from March through early June. The prefecture produced approximately 35,000 tons in 2024 (Reiwa 6), and this year’s harvest is forecast to reach around 40,000 tons, according to JA Zen-Noh Tokushima—an increase of 5,000 tons, reflecting favorable weather and efficient cultivation methods.
At Tokushima City Central Wholesale Market, participants engaged in direct consumer outreach: handing out freshly harvested spring carrots, demonstrating recipes, and promoting the carrots’ culinary versatility. These public-facing events are designed not only to stimulate domestic demand but also to position Tokushima’s carrots as a unique, export-worthy agricultural product. With Expo 2025 on the horizon, Tokushima officials are eager to share their produce with a global audience.
“Growth this season was steady, and quality is excellent,” says Takushi Miyata, Deputy Director of JA Zen-Noh Tokushima. “With the World Expo starting tomorrow, we want international visitors to experience the freshness and sweetness of Tokushima’s spring carrots.”
In addition to local distribution, shipments are being sent to key urban markets in Kanto and Kansai regions, helping to maintain the carrot’s visibility and competitiveness in a dynamic vegetable market.
Market and Industry Impact:
- Japan’s annual carrot consumption remains stable, with increased consumer preference for locally grown, seasonal produce.
- Spring carrots from Tokushima contribute significantly to the domestic supply, fulfilling both fresh market demand and use in processed food and juices.
- The promotional push aligns with Japan’s broader efforts to highlight regional food specialties ahead of Expo 2025 in Osaka, enhancing the international profile of Japan’s agri-food exports.
Tokushima’s proactive promotion of its spring carrots is a model of how regional branding, strategic marketing, and timing with global events like Expo 2025 can converge to elevate agricultural products. With quality crops, increasing yields, and expanding markets, Tokushima’s spring carrots are not just a local pride—they’re becoming a symbol of Japan’s modern, market-savvy agriculture.
