More than seven years have passed since the Great East Japan Earthquake and subsequent accident at Tokyo Electric Power Co.'s Fukushima No. 1 nuclear power plant in 2011. A successful decommissioning of the plant and reconstruction of Fukushima is one of the most important missions of the government, especially the Ministry of Economy, Trade and Industry. Since 2016, I've been involved in the ministry's special unit on Fukushima reconstruction, and mainly charged with a mission to eliminate reputational damage.
After the accident, the government set very stringent standards on the level of radioactive substances in food (in principle, 100 becquerel/kg: 10 times stricter than the Codex radionuclides standard), and any food product exceeding that level is prohibited for market distribution. Food products from Fukushima have undergone stringent monitoring, including all-volume inspection on rice and beef. Since 2015, not a single grain of rice or any piece of beef has been found with radioactive substances exceeding that level.
Nevertheless, around 12 percent of consumers in Japan tend to avoid agricultural and fishery products from Fukushima, according to a Consumer Affairs Agency survey. Since such reputational damage lingers even at home, the popular perception gap concerning Fukushima is likely even more serious overseas. With a view toward bridging that gap, I would like to highlight the following facts.