Health food exporters should try Japan

THE TREND among Japanese consumers toward health-related foods offers local exporters a lucrative opening. ThatÕs according to the Japan External Trade Organisation (JETRO) in Johannesburg, a non-profit trade promotion organisation which believes that future growth lies in value-added food items. These include cereal-based products, meats, fresh and processed fruits and vegetables, and alcoholic and non-alcoholic beverages, while key growth areas are named as oven-ready and convenience foods, health foods, private-label products, and food ingredients.