A Four-Year Recovery Review

I Am Fukushima

Economy Society

People are all too prone to attribute Fukushima Prefecture’s post-3/11 problems to a uniquely “Fukushima” set of circumstances. But on closer observation we find that some of Fukushima’s most serious problems stem from issues that are nationwide in scope. Addressing these problems effectively will hinge on approaching them from a national perspective.

Radiation-Free Agricultural Produce

Misperceptions of Fukushima’s reality have been especially vexatious in regard to the prefecture’s agricultural industry. Unfounded concerns persist about the safety of Fukushima produce since the nuclear power plant disaster of 2011.

Rice is Fukushima’s signature crop, so figures for rice production are a good indicator of the prefecture’s agricultural output. Fukushima’s farmers produced 445,700 tons of rice in 2010, the last full year before the Great East Japan Earthquake and tsunami and the ensuing nuclear power plant disaster. Their rice production declined to 353,600 tons in 2011 and had recovered only to 382,600 tons in 2013.

Fukushima’s rice production in 2013 was thus 14.2% less than in the year before the temblor. A sustained reduction in output on that order would come as a body blow to any industry in any sector. Sadly, Fukushima agriculture has suffered as much from misperceptions as from the actual aftereffects of the March 2011 disasters.

Every single bag of Fukushima rice undergoes testing for radioactivity before it goes on the market. Inspectors detected radioactivity in excess of the legal limit of 100 becquerels per kilogram in just 71 30-kilogram bags in 2012, in only 28 in 2013, and in absolutely none—zero—in 2014. Continuing rigorous testing by agricultural inspectors has also verified the absence of significant radiation in Fukushima-grown fruit and vegetables.

Farms remain idle in districts where radioactive contamination from the nuclear disaster was most severe, especially Futaba and Sōma. But researchers are developing cultivation methods and other techniques for keeping the levels of cesium in produce below the legal limits, and gradual progress toward resuming agricultural production is underway. Trial cultivation is taking place even in the town of Ōkuma, the unfortunate home of the Fukushima Daiichi Nuclear Power Plant.

The Pricing Handicap of “Grown in Fukushima” Labeling

Even as concern about radioactive contamination subsides and Fukushima’s agricultural output recovers, the prefecture’s rice and other agricultural produce suffer a pricing handicap in the marketplace. The market exacted a pricing penalty of Fukushima produce in the aftermath of the nuclear power plant disaster, and prices declined precipitously in 2014.

Several factors combined to depress rice prices for producers throughout Japan in 2014; for example, declining demand associated with changes in the Japanese diet, excess inventories, and expectations of bumper harvests in eastern Japan. But the price declines for Fukushima-grown rice were especially sharp.

The penalty exacted of Fukushima rice varies by variety, by production district, and by distribution channel. Representative examples are the prices paid to Fukushima producers by Zen-Noh (National Federation of Agricultural Cooperative Associations) for Koshihikari, a premium-grade variety of rice. Zen-Noh buys rice from producers and supplies it to the market through nationwide distribution channels. The prices it paid for 2014-grown rice were down 37.8% from the previous year for Koshihikari from Fukushima’s Hamadōri district and down 35.1% for Koshihikari from the prefecture’s Nakadōri district.

Fukushima’s rice producers are at the mercy of market forces outside their prefecture. Wholesalers in other prefectures purchase about 53% of their output. Fukushima remains a leading supplier of rice to the Kantō region centered on Tokyo, which consumes about 46% of its rice production. But the labeling on rice sold through retail outlets includes prefecture-of-origin indications, and numerous consumers in Tokyo and elsewhere continue to eschew Fukushima-grown rice. That has relegated an increasing portion of Fukushima’s output to the restaurant and prepared-food sectors, where prices are lower.

Restoring prices to their former higher levels after a fundamental shift in brand perceptions is extremely difficult. Some producers and vendors of Fukushima rice have responded by detouring around the traditional market channels. They have achieved some success by reaching out directly to consumers with a message of safety and flavor. But that is essentially a niche marketing strategy, and it is unlikely to transform the market structurally.

The Enervating Effect of Consumer Ignorance and Apathy

Although it was the events of March 2011 that triggered the crisis that continues to bedevil Fukushima agriculture, Japanese consumers have worsened the crisis, albeit unconsciously, through the market mechanism. We have swallowed, unthinkingly, blithe verdicts about the alleged unviability of Japanese agriculture, dismissing our farmers as quaint anachronisms. We have been passive bystanders as the Trans-Pacific Partnership agreement and “agricultural reform” have attained an air of inevitability. In so doing, we have propagated a self-fulfilling prophecy, the death knell for sound, homegrown produce.

If we seek quality produce—safe and delicious—at reasonable prices, we need to take responsibility for understanding the rudiments of production and distribution. To fail to fulfill that basic responsibility is to invite an inundation of questionable foodstuffs.

Fukushima is the vanguard of the quest for survivability. Coming to terms honestly with what is happening there is a crucial step in coming to terms with our future as a nation. Just as Fukushima’s demographics are a microcosm of Japan’s overall, Fukushima’s agricultural vitality is a microcosm of Japan’s larger industrial, economic, and social sustainability.

Those of us professing to pray for the recovery of Fukushima need to undertake a frank rethinking of our own prejudices and misperceptions. Most of the problems that our compatriots face there are issues for all of us everywhere in Japan. Let us confront those issues forthrightly in the spirit of “I am Fukushima.”

(Originally published in Japanese on May 7, 2015. Banner photo: Rice cultivation is resuming gradually in former no-entry zones in Fukushima, even as soil-decontamination work continues elsewhere in the prefecture. @ Jiji.)

Related Tags

Great East Japan Earthquake Fukushima agriculture Fukushima Daiichi Nuclear Power Plant Radiation cesium 3/11 revitalization population exodus

Other articles in this report