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Initiatives for Popularizing Fish Consumption

Initiatives for Popularizing Fish Consumption

The Fish Masters’ “Eat Fish Project”

The “Eat Fish Project” was started in May 2013 to promote seafood consumption by the Nissui Group company, Yamatsu Suisan Co., Ltd. As part of this project, “Fish Masters” from Yamatsu Suisan have been visiting local elementary schools mainly in Niigata Prefecture.
In fiscal 2021, 2 sessions were held, in which children were given a lecture, gained hands-on experience and ate horse mackerel sourced from Tottori Prefecture. In the lecture, children learned about the environment surrounding fish, when fish comes into season, the logistics involving fish (catching → production → sale → development → regional revitalization), and gained hands-on experience in stripping off the skin of horse mackerel.  The participating children listened to the lecture with an eager look. 

【Picture】The Children Ate Grilled Fish and Learned Where Each Bone Was Found

The Children Ate Grilled Fish and Learned Where Each Bone Was Found

Coho Salmon Meeting

Yumigahama Suisan Co., Ltd. of the Nissui Group, in cooperation with Sakaiminato-shi, Tottori Prefecture, has been holding “Coho Salmon Meetings” every year as part of food education activities to increase the interest in local foodstuff since 2013. Previously, Yumigahama Suisan had visited nursery schools and held picture-card shows to read out each step involved in delivering Sakaiminato Salmon to the dining table, from the egg stage. In fiscal 2020-2021, however, the shows were held by teachers at each nursery school at Yumigahama Suisan's request. The children enjoyed learning about the farming of coho salmon through picture-card shows and videos, and were full of smiles as they enjoyed the flavor of coho salmon served as part of their school meal.

【Picture】The Children Listened to the Picture-story Shows

The Children Listened to the Picture-story Shows

Visiting Schools to Give Classes to Popularize Fish Consumption and PR Activities

The Nissui group company, Hiroshimasuisan Co., Ltd., is engaged in numerous activities to communicate the good taste and the positive effects of fish as well as the fun of cooking. In fiscal 2021, some staff from Hiroshimasuisan visited schools and local governments 3 times to give lectures on the cooking methods of fish including cleaning fish, while also communicating the positive effects of fish and the role of the market. In addition, they make 18 appearances a year on TV and radio to promote fish eating by teaching people about seasonal fish and fish preparation.

【Picture】The Scene from the Market Festival

The Scene from the Market Festival

system, 日本水産株式会社 サステナビリティ推進部, 外部協力者, 日本水産株式会社 コーポレートコミュニケーション部