Harrods Sells Fukushima Peaches as Japan Seeks to Rebuild Trust in Post-Nuclear Disaster Produce

British luxury retailer Harrods has introduced peaches from Japan’s Fukushima region to its shelves, marking a significant step in the region’s ongoing effort to rehabilitate its image following the 2011 nuclear disaster. Priced at £80 ($104) per box of three, this is the first time Fukushima peaches have been available in a European store.

The Fukushima Daiichi nuclear power plant disaster, triggered by a devastating tsunami in March 2011, led to a catastrophic meltdown of the plant’s reactors and a substantial radiation leak. The incident has had lasting impacts on agriculture and public perception of the region’s produce. Fukushima, Japan’s second-largest peach producer, has struggled with contamination fears, severely affecting its ability to sell fruit both domestically and internationally.

The sale of these peaches at Harrods is a part of a broader initiative by Tokyo Electric Power Company (Tepco) to restore the region’s reputation. This effort follows the UK’s decision to lift its import restrictions on Fukushima food products two years ago and after trial sales at various cultural events.

Harrods is also set to start offering a premium variety of grapes from the Fukushima region, known as Shine Muscat, beginning in October. This move is part of Tepco’s larger campaign to regain global trust in Fukushima’s agricultural products, which includes similar promotional efforts in the US and Thailand.

To address concerns about radiation, all agricultural and fishery products from Fukushima are subjected to rigorous radiation testing before export. Despite these measures, skepticism about radiation’s lingering effects continues to persist, particularly after the Japanese government’s announcement last year that it would release treated wastewater from the Fukushima plant into the Pacific Ocean. This decision sparked significant controversy, with China halting seafood imports from Japan and Russia suspending its purchases, accusing Japan of lacking transparency regarding the wastewater release.

In response to the situation, the US military in Japan increased its seafood purchases to support local markets. Meanwhile, efforts to clean up the Fukushima Daiichi power plant are ongoing. Recently, an operation to remove a small amount of radioactive debris was resumed. This initiative aims to assess conditions inside the nuclear reactors, marking the first substantial attempt to handle debris in 13 years since the disaster.

The initial trial to remove debris had been suspended last month due to equipment issues, highlighting the complexities and challenges of dealing with high radiation levels. Specialized robots, designed to endure the harsh conditions within the reactors, have been developed to assist with these critical operations.

The sale of Fukushima peaches at Harrods represents a notable milestone in the region’s efforts to overcome the stigma attached to its products and demonstrate their safety and quality. By reintroducing Fukushima’s produce to international markets, Tepco and local producers hope to signal recovery and rebuild consumer confidence in their agricultural products.