September 22, 2020
Ministry of Agriculture, Forestry and Fisheries
-From Ishikawa Prefecture, Nippon Food Shift. ~
Since 2021, the Ministry of Agriculture, Forestry and Fisheries has been implementing the national movement “Think about Japan from food. Nippon Food Shift”, which focuses on deepening the connection between food and agriculture.
As part of this initiative, from October 1st (Saturday) to October 31st (Monday), 2022, we will collaborate with local media companies in Ishikawa Prefecture to broadcast joint campaign commercials and programs with their own themes.・We will carry out efforts such as dissemination of articles, and develop “Think about Japan from food. NIPPON FOOD SHIFT FES.
1.Purpose of the event
While securing a sustainable food supply has become a common global issue, the Ministry of Agriculture, Forestry and Fisheries is aware of the recent changes in the food situation, and is working to ensure the future of Japan and our own food. In order to do so, we aim to create opportunities for consumers, agriculture, forestry and fisheries workers, and food business operators to meet and interact, make new awareness and discoveries about “food and agriculture,” and change their awareness and behavior.
This time, in collaboration with local media such as TV stations, radio stations, newspaper companies, etc. in Ishikawa Prefecture, we will create an opportunity to think together about the challenges facing Japan’s “food” and the future we aim for. FOOD SHIFT FES.Ishikawa” will be developed.
“Thinking about Japan through food. NIPPON FOOD SHIFT FES. Ishikawa” is a collaborative project with local media in Ishikawa Prefecture.
Efforts in collaboration with local media in Ishikawa Prefecture at the prefecture-sponsored event “The 43rd Ishikawa Agriculture, Forestry and Fisheries Festival” Period: October 15 (Saturday) to 16 (Sunday), 2022
3. Main initiatives for collaboration with local media
Broadcasting campaign commercials jointly with local TV stations
Announcers and casters from regional TV stations (NHK Kanazawa Broadcasting Station, Hokuriku Broadcasting, Ishikawa Television, TV Kanazawa, Hokuriku Asahi Broadcasting) appeared in the campaign CM “From Ishikawa Prefecture, Nippon Food Shift.” with the theme of “food and agriculture.” will be aired from October 1st.
Dissemination of programs, articles, etc. independently planned by local media companies
Local TV stations, radio stations, and newspaper companies will take advantage of their respective media characteristics to launch programs and articles based on their own themes based on field experiences of “food and agriculture” based on the concept of “Thinking about Japan through food.” It will be broadcast and transmitted in the center.
In addition, in collaboration with FM Ishikawa, we will produce a local support song for Nippon Food Shift, “Ishikawa Prefecture to Nippon Food Shift Support Song: Change My Life, Change Your Live” and perform it on programs and events.
Dissemination of information at prefecture-sponsored events in collaboration with local media
Information will be disseminated in cooperation with the 43rd Ishikawa Agriculture, Forestry and Fisheries Festival on various initiatives for the shift to Japanese food by local media.
(1) Stage event
On October 15th (Saturday), announcers and casters from 5 local TV stations will be on stage, and a talk session will be held to introduce experiences related to “food and agriculture”, videos of interviews with local farmers, forestry fishermen and food business operators, commercials, etc. will be held.
On October 16th (Sunday), the local idol group “Hokuriku Idol Club”, which has a wide range of fans from the local Z generation to the family group, performed the local support song for Nippon Food Shift, “Ishikawa Prefecture to Nippon Food Shift Support Song: Change My Life, Change Your Live” will be performed. At the same time, generation Z local university students who have experienced food and agriculture will take the podium and make presentations.
(2) Information dissemination space
In addition to introducing the efforts of Nippon Food Shift, information will be disseminated through commercials and programs produced by local media, and products of producers introduced in programs will be exhibited and sold.
(Reference) Date and place of the 43rd Ishikawa Agriculture, Forestry and Fisheries Festival
Date: October 15, 2020 (Saturday) 9:30-16:00
16th (Sunday) 9:00-16:00
Venue: Ishikawa Prefectural Industrial Exhibition Hall No. 4 (Minami 193, Fukurohata-cho, Kanazawa City, Ishikawa Prefecture)
Please see the attached document for details.
The contents of this event are subject to change due to measures to prevent the spread of new coronavirus infection, requests from government agencies, policies, etc.
4.Inquiries about interviews, etc.
For details and coverage of “Think about Japan from food. NIPPON FOOD SHIFT FES. Ishikawa”, please contact Regional Power Revitalization Laboratory Co., Ltd.
Regional Power Revitalization Laboratory Co., Ltd. TEL: 076-224-1019 (Contact: Nakajima)
“Think about Japan through food. NIPPON FOOD SHIFT FES. Ishikawa” Overview (PDF: 1,204KB)
Food Security Office, Policy Division, Minister’s Secretariat
Person in charge: Okuizumi, Ozaki, Himeno, Sato, Iwahori
Representative: 03-3502-8111 (extension 3805)
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