UK Retailer Harrods Sells Fukushima Peaches for the First Time

 

British luxury retailer Harrods has begun selling peaches from Japan’s Fukushima region, marking a historic first as European stores have not carried produce from the area since the devastating nuclear disaster of 2011. Priced at £80 ($104) for a box containing just three peaches, this move is part of a broader effort to rehabilitate the image of Fukushima’s agricultural sector, which has suffered from lingering fears over radiation contamination for more than a decade.

The 2011 disaster, caused by a massive earthquake and tsunami that led to the meltdown of the Fukushima Daiichi nuclear power plant, resulted in widespread radiation leaks. This cast a long shadow over the region, which is Japan’s second-largest producer of peaches. Farms in Fukushima struggled to sell their products both domestically and internationally due to ongoing concerns about safety.

In a bid to restore trust, the Tokyo Electric Power Company (Tepco), the operator of the damaged nuclear plant, has launched campaigns to reintroduce Fukushima produce to global markets. This includes not only the UK but also countries like the US and Thailand. Harrods’ decision to offer Fukushima peaches follows the UK lifting its remaining import restrictions on food products from the region in 2021, allowing the peaches to undergo trial sales at cultural events before being made available in the iconic London department store.

Harrods is expected to expand its Fukushima offerings in the coming months, with plans to sell Shine Muscat grapes from the region starting in October. To ensure the safety of exported products, all farm and fishery goods from Fukushima undergo rigorous radiation testing before they are shipped abroad. This measure is part of ongoing efforts to guarantee that the produce meets international safety standards.

The initiative has been seen as a symbolic step in rebuilding the region’s reputation and economy, with the sale of Fukushima peaches at such a high-end retailer like Harrods serving as an endorsement of the quality and safety of the produce. Tepco’s campaign is aimed at boosting confidence and encouraging consumers worldwide to once again embrace Fukushima-grown food.