#Japan #Tokyo #Ajinomoto #Cook Do #Fujiwara Takuya

Tackling the Summer Lettuce Waste Problem

With the arrival of summer, over 60% of households experience the challenge of food waste, particularly with lettuce. Ajinomoto Co., Inc., in collaboration with JA Zen-Noh Nagano, is launching an innovative initiative called "Cook Do®" Oyster Sauce – Takuya Fujiwara's "Buy Lettuce" to combat this pressing issue. The campaign aims to highlight not just the deliciousness but also the versatility of lettuce, particularly during the peak production months from summer to fall.

Starting from late July 2026, limited to 10,000 packages, the initiative features lettuce wrapped in eye-catching film featuring renowned actor Takuya Fujiwara. This marketing strategy is designed to encourage purchases while also providing consumers with easy-to-follow recipes to promote lettuce consumption. Each package includes a QR code leading to the "Lettuce Instant Disappearance Recipe" website, offering creative cooking ideas utilizing the versatile "Cook Do®" Oyster Sauce, thus addressing the issue of food waste in households.

The Background of the Initiative

The months from summer to fall witness a significant distribution of lettuce from Nagano Prefecture, a major producer, supplying around 60% of Japan's lettuce. However, the extreme heat conditions of recent years have adversely affected the quality of this delicate vegetable, leading to high rates of spoilage at the household level. A survey conducted by Ajinomoto revealed that over 60% of respondents reported having to throw away lettuce due to spoilage, highlighting the urgent need for solutions that will promote the quick and enjoyable consumption of this vegetable during the summer months.

Common Misconceptions About Lettuce Consumption

Among the reasons for the high waste rates is the limited perception of how lettuce can be used. Approximately 80% of survey participants indicated that they primarily consume lettuce in salads. Furthermore, the challenges of using lettuce extend to its fragile nature, with 58.3% of respondents indicating they struggle with spoilage, and 46.2% stating they find it difficult to utilize it in varied recipes. This fixed notion that lettuce is primarily for salads often leads to excess produce being thrown away, translating into considerable food waste.

Aiming to Reduce Household Waste

To tackle these concerns, the "Cook Do®" Oyster Sauce – Takuya Fujiwara's "Buy Lettuce" initiative was introduced. By utilizing attention-grabbing packaging and offering access to a variety of recipes via QR codes, the campaign invites consumers to explore new ways to enjoy lettuce beyond salads. The goal is to inspire customers in metropolitan and surrounding areas to make clever use of their lettuce, reducing summer food waste significantly.

The initiative will run from July 21, 2026, until supplies last at select supermarkets including Ginza NAGANO, Heiwado, and Commodities Iiida, which are slated to release 10,000 units of the uniquely packaged lettuce.

Recipes to Rediscover Lettuce

Ajinomoto has developed various creative recipes designed to maximize the enjoyment of lettuce while seeking to mitigate its waste through innovative cooking solutions. The appeal of "Cook Do®" Oyster Sauce is that it can be applied directly to dishes without the need for cooking, making it a perfect match for diverse recipes, such as:

• - Grilled Garlic Lettuce: Quickly grilled with garlic, offering a delightful appetizer that pairs perfectly with the richness of oyster sauce.
• - Lettuce Gyoza: A refreshing take where the flavors of the vegetables blend beautifully within the dish, providing a juicy-filled gyoza that emphasizes the merits of lettuce aside from salads.
• - Cool Lettuce Rice Bowl: A refreshing dish where shredded lettuce is combined with oatmeal, delivering a light and spirited dining experience for summer days.

These recipes not only highlight the versatility of lettuce but also offer solutions for families seeking to reduce food waste during the hot summer months, transforming perceptions surrounding this commonly underappreciated vegetable.

Conclusion

The "Cook Do®" Oyster Sauce – Takuya Fujiwara's "Buy Lettuce" initiative stands as an important step toward addressing the summer food waste problem in Japan. By encouraging innovative usage of lettuce and providing resources for diverse meal preparations, Ajinomoto hopes this initiative will help consumers enjoy their produce while minimizing waste, benefiting both their households and the environment alike. Let this summer serve as a vision for a future where food waste is drastically reduced and delicious meals are made every day.