"All publicity is good publicity." Nowhere does this specious PR maxim ring more hollow than in Fukushima Prefecture. As if the horrors of the 2011 Great East Japan Earthquake and the meltdown at the Fukushima No. 1 nuclear plant weren't traumatic enough, the region's economic and agricultural recovery has been severely hampered by the reputational damage it has suffered since 3/11. If you think that's difficult, try farming organically in Fukushima.
Falling prices and an aging agrarian population have made things tough for farmers all over Japan, but the presence of the word "Fukushima" on a supermarket label is often enough to discourage shoppers from buying produce, organic or not, grown in the area. Regardless of how far from contaminated areas it was grown — Fukushima is Japan's third-largest prefecture — the region's produce can't easily shake the stigma of radiation.
An important hub in the network of NGOs, government bodies and corporate benefactors trying to change the prefecture's image has been Orgando, a cafe and mini-market in Tokyo's Shimokitazawa neighborhood, run with the backing of the Fukushima Organic Agriculture Network. For the past three years, Orgando has built a devoted following by serving Tokyo residents the best of Fukushima's seasonal organic produce, in particular the crops that Fukushima is perhaps most known for: peaches, apples and rice. The menu changes daily, making creative use of the ingredients that come in, and the walls are proudly decorated with profiles of the 30 or so farmers who have grown the food. Sadly, as with many post-3/11 schemes, Orgando was only guaranteed official financial support until the five-year post-disaster milestone and is set to close March 20.