Oishii Nippon (A Taste of Japan), the first dedicated store in Dubai selling premium Japanese fruits, opened  on the ground floor of the Jumeirah Center, under the management of Fit Fresh.

Launched by Japan’s Ministry of Agriculture, Forestry, and Fisheries (Maff) as part of a major initiative to promote premium Japanese food products in the Arab region, Oishii Nippon is administered by Kintetsu World Express Sales (KWE), and supported by Zen-Noh, National Federation of Agricultural Co-operative Associations.

The first store of its kind in Dubai, Oishii Nippon will not only sell premium Japanese fruits that have a host of healing properties, but will also be known for the unique way fruits are sold, in a finely crafted traditional Japanese gift basket known as Furoshiki.

“With the opening of Oishii Nippon in Dubai, people now have a new and healthy option when it comes to fresh fruits, whether for personal consumption or as an interesting gift,” said Dennis Selva, general manager of Fit Fresh.

Emphasising the innovative fruit cultivation techniques of Japan, Kenji Saito, acting consul general of Japan stated that Japanese fruits were reputed the world over for their delicious taste and natural goodness.

“Japan’s favourable agricultural conditions, sophisticated production techniques and careful nurturing processes give Japanese fruits a natural edge when it comes to quality, and Oishii Nippon’s range of products epitomises the superior quality standards of Japanese fruits,” added Junichi Takeuchi, director for the Export Promotion Office of Maff.

In ancient Japan, fresh fruits were given as gifts by nobility in specially designed Furoshikis, which were originally used to wrap treasure and hence the practice of giving fruits in Furoshikis rose among the noble class to symbolize their importance and respect for the recipient.

Japanese fruits are known for having the highest sugar content among fruits worldwide, making them extremely delicious and juicy. Furthermore, their exceptional quality is maintained through the careful supervision and monitoring of every stage of cultivation.-TradeArabia News Service