Evert Jan Krajenbrink is active as an agricultural counsellor in Japan. In the summer of 2016 he started working at the embassy in Tokyo. He previously held the same job in Ukraine. Krajenbrink maps out which opportunities exist for the Dutch fresh produce sector in Japan.
Is it challenging to be on an agricultural council in a country such as Japan?
“Yes, it definitely is. Seen globally, Japan is the third economy of the world. The fresh produce sector is hardly a factor in that. Cultivation companies are small. The average cultivator is over 65 years of age. Many foodstuffs are imported. Incidentally, the government wants to change that. They even want to start exporting food in time.”
Import to export, will that be successful?
“A large-scale transition of the agrarian sector is being prepared. The change from the small-scale cultivation of rice to a knowledge-intensive, highly productive agriculture and horticulture is forthcoming. Dutch agricultural business can provide an important contribution to that. This is already happening in a number of fields. Our country is seen as an innovative precursor worldwide in the field of food production. To me, it is a challenge to get a foot in the door for companies which want to enter the Japanese market.”
Which items are high on your agenda?
“The start of a collective cultivation working group with Japanese and Dutch representatives is very important. More market access for Dutch business is an important item on the agenda, just as is modernising the horticultural sector, for which the Netherlands can provide an important contribution. It is clear that Japan applies strict rules in the field of food safety. Veterinary and phytosanitary requirements are nowhere else as strict as in Japan.”
Which sectors have opportunities in particular?
“Companies active in greenhouse farming have many opportunities. The Netherlands is a leader in that field globally: the building of greenhouses, climate control and cultivation knowledge. Dutch companies can offer much to Japan. Greenhouse farming is an innovative, technological industry sector, that matches the mindset of the Japanese.”
“Opportunities for exporters of fruit and vegetables also exist. Japan is home to 127 million wealthy people who make high demands on their food, and they are willing to pay for that. Food prices are very high here, which makes Japan an interesting market. Dutch companies should not be scared off by the high demands in the field of food safety. We are more than capable of meeting those demands. Japan is a difficult but also very lucrative market for Dutch companies that manage to meet the desires of Japanese consumers.”
“Besides, Japan has a need for agricultural knowledge. To actually trigger the revolution in Japanese cultivation, advisers are necessary. Japan is begging for knowledge in the fields of cultivation technology, processing, logistics, and, for example, chain cooperation. Dutch knowledge workers have much to offer in all of these fields.”
What is the influence of the Japanese government?
“Since President Abe took office in December 2012, cultivation has been high on the government’s list of priorities. Political pressure for modernisation is high: the sector is behind the times and is struggling with ageing. On the other hand, traditional rice cultivators have a lot of influence. Opening the borders is seen as a threat in those circles.”
Source: Agroberichten Buitenland