Ajinomoto Collaborates with Yoshitake Shinsuke to Tackle Kids' Vegetable Issues

Boosting Vegetable Interest: The Launch of Uchu News

Ajinomoto Co., Inc., headquartered in Chuo, Tokyo, is excited to announce the launch of an original story titled Uchu News, created in collaboration with renowned children's author and illustrator Yoshitake Shinsuke. Beginning August 20, 2023, this initiative aims to cultivate more interest in vegetables among families as they approach Vegetable Day on August 31. The story will be available in the morning edition of Asahi Shimbun and on a dedicated website.

The Story Behind Uchu News

Uchu News presents a humorous narrative from the perspective of an alien who discovers Earth's pressing issue: children's aversion to vegetables. The story highlights the contrasting perspectives of parents and children, revealing parents’ desires for their kids to eat healthy and children’s candid thoughts about their experiences with vegetables. This interactive narrative encourages readers to see both sides, leading to alien suggestions for reestablishing interest in vegetables.

The Fun of the Seed Pot

What makes this initiative particularly engaging is the Seed Pot, a product crafted from the Uchu News article itself. By cutting out and folding the paper, families can create their own little pots to grow vegetables from seeds. This activity not only fosters curiosity and a sense of responsibility in children but also becomes a perfect summer holiday project that sparks independent thinking.

Imagine kids asking, "How tall has our plant grown?" or "What shape do the leaves have?" while observing their vegetables flourish. This interactive gardening experience transforms the way children perceive vegetables, from reluctance to enthusiasm.

Addressing the Vegetable Consumption Gap

Recent studies by the Ministry of Health, Labor and Welfare indicate a stark contrast between the actual intake of vegetables among children and the recommended amounts. For instance, children aged 1-6 average 121.1 grams per day, while the guidelines recommend 180 grams for ages 1-2, 240 grams for ages 3-5, and 350 grams for ages 8 and older. This project arose from the urgent need to address this gap, emphasizing the importance of encouraging children to be curious about vegetables rather than forcing them to eat what they don't like. Through this engaging tale narrated by an alien, parents and children are prompted to discuss and reflect on their feelings towards vegetables.

Campaign and Special Features

On the Uchu News website, which will launch on August 20, there will be downloads available for kids to color their own version of the Seed Pot paper. Families can explore recommended vegetables for their projects, designed and examined by Sakata Seed Corporation, a seed manufacturer with over a century of expertise. Furthermore, exciting recipes that utilize the homegrown vegetables will collaborate with the food information site AJINOMOTO PARK.

To celebrate the launch, a special Seed Pot Campaign will be held on the AJINOMOTO PARK official Twitter account, offering participants the chance to win exclusive goodies featuring Yoshitake’s illustrations.

Yoshitake Shinsuke’s Thoughts

Yoshitake expressed satisfaction in bringing children's voices to light and thanked Ajinomoto for allowing him to present the children's side of the story. His approach focuses on understanding rather than the authoritarian perspective that often overshadows children’s experiences. This collaboration aims to create a dialogue about children's preferences around vegetables and promote healthier eating habits in a fun and engaging way.

Ajinomoto’s Commitment

An Ajinomoto spokesperson emphasized the significance of addressing children's aversion to vegetables. The company believes that creating a positive relationship with vegetables from a young age can lead to lifelong healthy eating habits. By providing playful and imaginative ways for kids to interact with their food, Ajinomoto hopes to inspire future generations to embrace a varied diet.

In conclusion, the Uchu News initiative not only serves as an innovative educational tool but also promotes family bonding over nurturing plants and discussing health. With the launch set for August 20, families can look forward to embarking on this exciting vegetable adventure together.

For more information, visit the special Uchu News site: Ajinomoto Uchu News which launches at midnight on August 20.