Articles
THE ROLE OF THE KAWAGOE FRIENDS OF SWEETPOTATO IN POPULARIZING THE CROP IN JAPAN
Article number
703_4
Pages
47 – 54
Language
English
Abstract
The group Kawagoe Friends of Sweetpotato was formed in 1984 by Kawagoe citizens to learn more about the crop associated with their town.
Sweetpotato’s (Ipomoea batatas) image was negative then, and its acreage in that area was in decline.
Though local acreage continued to decline, the group’s activities succeeded in bringing a new awareness to the crop that spread even beyond Kawagoe.
The Friends were composed of people from widely varied backgrounds united by a common thread of interest in sweetpotato.
The resulting intensive cross-fertilization of ideas led to a better understanding of sweetpotato, and how to better utilize and promote it.
Various historical, geographical, and cultural circumstances peculiar to the Kawagoe area contributed positively to the group’s efforts.
Successes included improvement of Kawagoe’s sweetpotato image, encouraging the creation of new products such as sweetpotato noodles and frozen desserts, and encouragement of local restaurants to place innovative sweetpotato dishes on their menus.
A sweetpotato specialty restaurant funded the creation of a sweetpotato museum run by a Friends member.
The group’s members traveled throughout Japan to learn more about sweetpotato, also venturing abroad.
Visitors from Japan, as well as from abroad, also visited Kawagoe to learn more about the Friends’ activities.
A number of publications were printed on various sweetpotato topics.
The group’s sweetpotato activities were recognized by several organizations for contributing to the promotion of local culture, sweetpotato consumption, and tourism.
The Friends grassroots activities were done with few subsidies, and without guidance from the government.
The groups activities were widely presented to the public due to television, radio, and print medias continuing interest in the topic.
During the 1990s, the Friends activities began to decline.
Composed of small business members, the Kawagoe Sweetpotato Products Promotion Board, a branch of the Friends, continues to produce and market sweetpotato products.
Sweetpotato’s (Ipomoea batatas) image was negative then, and its acreage in that area was in decline.
Though local acreage continued to decline, the group’s activities succeeded in bringing a new awareness to the crop that spread even beyond Kawagoe.
The Friends were composed of people from widely varied backgrounds united by a common thread of interest in sweetpotato.
The resulting intensive cross-fertilization of ideas led to a better understanding of sweetpotato, and how to better utilize and promote it.
Various historical, geographical, and cultural circumstances peculiar to the Kawagoe area contributed positively to the group’s efforts.
Successes included improvement of Kawagoe’s sweetpotato image, encouraging the creation of new products such as sweetpotato noodles and frozen desserts, and encouragement of local restaurants to place innovative sweetpotato dishes on their menus.
A sweetpotato specialty restaurant funded the creation of a sweetpotato museum run by a Friends member.
The group’s members traveled throughout Japan to learn more about sweetpotato, also venturing abroad.
Visitors from Japan, as well as from abroad, also visited Kawagoe to learn more about the Friends’ activities.
A number of publications were printed on various sweetpotato topics.
The group’s sweetpotato activities were recognized by several organizations for contributing to the promotion of local culture, sweetpotato consumption, and tourism.
The Friends grassroots activities were done with few subsidies, and without guidance from the government.
The groups activities were widely presented to the public due to television, radio, and print medias continuing interest in the topic.
During the 1990s, the Friends activities began to decline.
Composed of small business members, the Kawagoe Sweetpotato Products Promotion Board, a branch of the Friends, continues to produce and market sweetpotato products.
Publication
Authors
B. Duell
Keywords
Ipomoea batatas, products, flour, noodles, ice cream, sherbet, museum, grassroots
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