#Japan #Tokyo #U.S.M.H #Vegetable Campaign

Tokyo's Initiative for Healthier Eating

In an effort to promote healthier eating habits among its citizens, Tokyo is collaborating with United Supermarket Holdings (U.S.M.H.) to launch the "One More Dish of Vegetables! Campaign". This initiative is aligned with the Tokyo Health Promotion Plan 21 (third edition), aiming to increase the daily vegetable intake of Tokyo residents, which currently falls short of the national guideline of 350 grams per day.

Campaign Overview

The campaign will run from August 28 to September 30, 2026, across multiple U.S.M.H. group stores throughout the Tokyo area. Participating locations will feature a variety of vegetable-based side dishes and bento meals, as well as promotional displays to encourage customers to add just one more serving of vegetables to their daily meals.

Current Vegetable Intake Statistics

Recent statistics reveal that the average daily vegetable intake for men in Tokyo is approximately 293.5 grams, while for women it is around 295.1 grams. Both figures are notably below the recommended daily intake, underscoring the necessity of this campaign. Vegetables provide vital nutrients including vitamins, minerals, and dietary fiber, which are crucial for a well-balanced diet and overall health.

In light of these statistics, U.S.M.H. is committed to fostering healthier eating habits by utilizing the shopping experience to promote nutrition education and community health initiatives.

Participating Stores

The initiative will involve a total of 303 participating stores, distributed as follows:

• - Maruetsu Co., Ltd.: 155 stores
• - Kasumi Co., Ltd.: 5 stores
• - Inageya Co., Ltd.: 71 stores
• - AEON Food Style Co., Ltd.: 72 stores

Educational Events

Alongside the main campaign, U.S.M.H. stores will host a series of events focused on nutrition education targeting diverse age groups. These events will encourage families to engage with their health while adjusting their diets to include more vegetables.

Event Highlights

• - Maruetsu Stores:

- Maruetsu Itabashi Minamicho on August 31: A session to learn about the weight of 350 grams of vegetables and included intake measurements.
- Maruetsu Chofu on September 6: An interactive workshop featuring homemade dressings aimed at children.
- Maruetsu Edogawabashi on September 19: A colorful pickling event for adults to create engaging vegetable dishes.

• - Kasumi Stores:

- Interactive activities focusing on vegetable intake measurement and guess the weight contests, alongside the distribution of pocket tissues for participants.

• - AEON Food Style:

- Vegetable intake measurement events on August 31 to help participants track their consumption effectively.

These initiatives represent a crucial step in addressing the vegetable intake challenge faced by Tokyo residents. By engaging the community through educational events and promoting a culture of healthy eating, Tokyo and U.S.M.H. hope to foster habits that lead to a better quality of life for all citizens.

With such collaborative efforts, the city aims to inspire every household to integrate more vegetables into their daily meals, thus contributing to a healthier Tokyo.

Stay tuned for more updates from the campaign and take part in these enriching community activities launching this August!