JAL, which has bases throughout Japan, has been continuously implementing regional revitalization initiatives (currently the “JAL Furusato Project”). In August 2020, flight attendants selected through an internal application process moved to the area and launched the “JAL Furusato Ambassadors” to promote regional initiatives, and in In December of the same year, JAL appointed “JAL hometown supporters,” who are involved in regional revitalization while serving on board. The aim is to develop products and solve regional issues for hometowns and other regions with which they have connections, utilizing the knowledge they have accumulated as flight attendants.
We spoke with Masako Takase, a JAL Furusato Ambassador in Yamagata Prefecture, who is working on a vegan diet using fruits grown in the prefecture.
–What can you tell us about your initiatives?
Yamagata Prefecture is engaged in activities aimed at raising awareness and expanding new business by communicating the appeal of prefectural products both within and outside the prefecture, and this project fits well with the concept of the JAL Hometown Project.
This time, we decided to develop products in cooperation with Urokoya Sohonten, which originated in Oishida-cho, Yamagata Prefecture and now has its head office in Obanazawa City, in order to contribute to the development of a dream town utilizing the rich resources of Obanazawa, Yamagata Prefecture, including its history, culture, and nature. This project started with the cooperation of Urokoya as an in-flight snack for first class passengers on domestic flights when we featured Tohoku as part of the JAL Hometown Project in May 2021.
–How are you involved in this effort?
Yamagata Prefecture is a region that produces so many fruits that it can be called a fruit kingdom.
Yamagata Prefecture boasts a 60% share of the national market for La France, but we felt that it was still not well known to the public, so we proceeded with the creation of this product with the hope that more people would become aware of it.
In addition to using La France in the product, I was in charge of providing ideas, such as using rice flour from the prefecture’s rice, Tsuyahime, and also incorporating my knowledge as a flight attendant regarding food diversity. Specifically, we were aware of diversity and inclusion in terms of increasing consumer choice and the SDGs, and we worked to create a vegan food product.
Each time a prototype was made, we asked the members who worked with us to taste it and listen to their impressions of the taste as we worked toward the final product.
Since I am familiar with veganism, I sometimes had trouble judging whether the taste would be preferred by the general public. It was difficult to find a landing spot by integrating various opinions, but I am very happy that I was able to create this project not alone but together with my diverse group of friends, and that we were able to complete the project.
–What are your future plans and prospects?
A special limited sales event will be held on March 18 and 19, the first day of sales, at the Yamagata Prefecture antenna store “Delicious Yamagata Plaza” (1-5-10 Ginza, Chuo-ku, Tokyo) in Ginza, Tokyo.
In addition, on March 25, we plan to distribute samples of the new product to passengers using Yamagata Airport (upon arrival at Yamagata Airport on JAL175 and upon departure from Yamagata Airport on JAL174) to commemorate the launch of the new product, and to begin offering the product at the Kiyokawaya Yamagata Airport Store.
–What is your message to travelers?
Yamagata Prefecture is so full of delicious things that it is named “Delicious Yamagata Airport. From now on, you can enjoy wild vegetable dishes and a variety of fruits. We hope you will visit Yamagata Prefecture and enjoy the harvesting of vegetables and fruits. We will continue to discover the various charms of the region, create new tourism resources and brands, and promote them to as many people as possible.
We look forward to seeing you all there!
© Source travel watch