Innovative Salad Rollout to Promote Vegetable Consumption in Fukushima

On July 10, celebrated as Natto Day in Japan, Kewpie Corporation and Fukushima City collaborated to introduce a new salad called 'Gomatto Salad' at the AEON Fukushima store. This exciting event brought together local residents to promote the new vegetable-centric dish aimed at fostering healthier eating habits in the community.

The Concept Behind 'Gomatto Salad'

Initiated under the 'with Vegetables' project, this salad encourages people to enjoy their favorites alongside vegetables, addressing the recent concern about decreasing daily vegetable intake among the populace. While a recent survey indicated that Fukushima residents have remarkably high vegetable consumption rates, there has been a noted decline in the frequency of daily consumption of green and yellow vegetables among city dwellers. This was particularly significant for younger populations in the 20-40 age group, suggesting that they often have less balanced diets.

Kewpie's Tohoku branch team recognized the regional love for natto - the fermented soybean dish that has the highest consumption per capita in Japan. Inspired by this tradition, they aimed to introduce a creative way to consume vegetables, hoping to connect with the community’s existing culinary preferences. The result was the birth of 'Gomatto Salad', which combines the exceptional flavors of natto with fresh vegetables, tailored to highlight natto's unique taste rather than mask it.

Crafting the Perfect Salad

The 'Gomatto Salad' features shredded cabbage topped with natto and flavored with rich roasted sesame dressing. The conception process involved numerous trials to find the best dressing that complements natto without overpowering it. After evaluating various options, the team concluded that a robust 'Deep Roasted Sesame Dressing' would enhance the flavors perfectly. Notably, the amalgamation of natto's stickiness with the cabbage creates a delightful 'neba-tsuru' texture that balances both creaminess and crispness, making the salad accessible to everyone.

Kewpie's official website offers a detailed recipe for this delightful salad, encouraging residents to try it out in their homes.

Community Engagement through Tasting Events

During the launch event at AEON Fukushima, local residents were invited to taste 'Gomatto Salad'. The responses were overwhelmingly positive, with attendees expressing their surprise at the unexpected combination of flavors. One individual, known for eating natto every morning, was pleasantly surprised by how well the salad worked for them, appreciating its unique taste.

Fukushima City’s officials remarked on the initiative's significance, noting that the blending of natto and vegetables opens new avenues for healthy eating habits. They expressed hope that this dish would not only find a place on family tables but also contribute to cultivating a vibrant food culture in 'Natto Town, Fukushima'.

Kewpie’s upper management echoed this sentiment, highlighting their commitment to enhancing the health of local residents through natto-based menus. Plans are in place to extend the salad's availability in restaurants, ensuring that the community can enjoy this innovative dish in various settings.

A Positive Approach to Vegetable Consumption

The 'Gomatto Salad' aims to shift the perspective of vegetable consumption from an obligatory task to an enjoyable experience. By presenting vegetables in a delightful manner, Kewpie hopes to foster a lasting habit of vegetable intake without the sense of duty. Moreover, the simplicity of the dish allows anyone to prepare it easily using packaged salad ingredients, making healthy eating more accessible.

In conclusion, the collaboration between Kewpie and Fukushima City represents a significant step toward promoting vegetable consumption in a fun and delicious way. By leveraging local food culture and preferences, 'Gomatto Salad' stands as a testament to innovative food solutions addressing community health challenges.