The city of Kasugai, Aichi Prefecture, Japan's largest producer of cactus grown from seed, is promoting a full-fledged campaign to get people to eat prickly pear.
In September, the Kasugai Chamber of Commerce and Industry opened a shop to gauge the reaction of consumers. Events such as cactus-cooking contests have been organized at restaurants around the city, and a drive to expand production of the fleshy plants has also started.
"Customers from other prefectures are gradually increasing, and some women who tried fresh cactus showed an interest in cooking it at their homes," said Toshihiro Isaji, 37, manager of the cactus shop Sabobase, which was opened by the chamber of commerce on Sept. 17 to showcase not only ornamental cactuses but also 20 varieties of food products made from the the flesh of prickly pear pads, including ice-cream, instant noodles and bread.