Japan is starting to see the effects of having 'washoku' listed as a UNESCO Intangible Cultural Heritage in 2013, and the promotional efforts made at the Milan food expo last year.

Been saying for years to folks here that there is a world wide market / demand for high-end primary produce. Not long ago I had a discussion with a group of very smart people about the chances for estaqblishing high quality export markets. Most laughed or thought it was too difficult and or expensive. I said millions of Japanese people pay top prices for food products from Europe because they believe they're getting quality. Why can't it be the other way around?

The negativity, esp of the agricultural community, about the doom-gloom of their lot has been oppressive at times.

The inability to innovate, refresh and take on a challenge to the changing world has seen the 1 hectare part time rice farmers and their associates complain woe is us.

Now finally the great spirit and vision of some - farmers, marketers, entrepeneurs is being realized. I for one think it's great and hope this is just the start.

Maybe the bogey of the TPP has got the blood rushing and is the start of the weaning off of the govt subsidized nanny- system.

browny1 beat me to it; stop protecting the old farmers here who don't produce enough and can't be competitive so they need saving while the government ALSO sticks it to you on the same products being imported and start pushing the farmers to USE the TPP to their advantage, and push exports of quality materials. Gotta be a two-way street, though.