Thanks to its temperate climate and rich natural environment, Ehime Prefecture produces large quantities of agricultural, forestry and marine products as well as various types of processed food that are the envy of the whole country. However, in the past few years the economic situation has been rather bleak with flagging prices for citrus fruit and cultured sea bream, nationally branded products that exemplify the prefecture and lead the market. This continuing situation has been brought about by diversification and change of preferences in domestic food consumption, as well as intensification of competition between producing regions, and increasing imports of agricultural products.
In response to this, prefectural- and producer-group-centered promotional activities for the consumption of our products have been carried out under the unified catchphrase, "The love and care which goes intoeach and every product of Ehime". However, in order to further increase consumption from this point on, prefecture-wide initiatives are being sought from production to consumption, not only to aggressively promote the use of local products, but to spread the message nationally.
What is now required is to map out a coordinated strategy, find and approve new products and processed food that can become brands unique to the prefecture, provide development assistance for these new products, and develop markets for them. In addition, to support local production for local consumption and nutrition education, which has been the effort to date, the Ehime Ai-Food Promotion Organization is to be established. This group aims to encourage everyone from all quarters and walks of life to take a hand in the program, promote the prefecture's agricultural, forestry and marine products and related industries and by extension, revitalize the regional economy.
Ehime Ai-Food fervently hopes to marshal everyone's collective wisdom to continue with and further develop our varied food culture and the superb foodstuffs cultivated by tradition rooted in Ehime's moderate climate, as well as to safely and securely achieve healthier eating habits for the people of the prefecture.
Therefore, we ask for your support in the goals of the Organization in addition to your help and cooperation in creating a new Ehime with a focus on food.