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Effective branding and promotion underway

Japan: Okinawa shallots

One of the agricultural products unique to the Okinawa Prefecture is shima rakkyo, or island shallots.

Iejima island lies to the northwest of Okinawa, and cultivates 60 percent of the island shallots in the prefecture. Island shallots are longer, thinner and smaller than ordinary shallots, and are distinguished by their aroma and refreshingly spicy flavour.

The shallots are planted from September to November and are then harvested at the beginning of the following year at the earliest. By February, the harvest is well underway, before peaking in March and concluding around April. The shallots are grown in red-brown soil, containing Ryukyu limestone.

An article on the-japan-news.com explains how efforts to brand and promote island shallots are currently underway. In 2007, the Okinawa prefectural government designated Iejima as an island shallot production base and has provided support for cultivation areas. 

In addition, Ie village declared itself to be the “home of island shallots” in March 2013, and designated March 6 as “Island Shallot Day.”

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