Adding One More Vegetable Dish Through Everyday Shopping

Why not add one more serving of vegetables to your daily diet?

*This thumbnail image serves as a promotional banner encouraging participation in the rally.

Japanese cuisine is often associated with healthy eating and longevity, thanks to its balanced use of fish, vegetables, and other nutritious ingredients. Yet the average vegetable intake among Tokyo residents falls short of the level recommended by the national government.

To encourage healthier eating habits, the Tokyo Metropolitan Government (TMG) is promoting its “One More Vegetable Dish!” initiative, making it easier for people to add vegetables to their daily lives through their everyday shopping choices.

Vegetables provide essential nutrients such as vitamins, minerals, and dietary fiber, and getting enough of them can help prevent lifestyle-related diseases while supporting overall health and physicality. However, the average daily amount of vegetables consumed by Tokyo residents remains below the national target of 350 grams per day. Men consume an average of 293.5 grams and women 295.1 grams, leaving both groups about 55 grams short of the recommended level.

To help close the gap, the TMG has partnered with five retailers to launch the campaign at 310 supermarkets across Tokyo. Stores are displaying promotional materials in produce sections as well as prepared meals and delicatessen areas. Some locations are also placing stickers on vegetable-rich bento boxes and side dishes and distributing pocket tissues carrying messages that suggest simple ways to add more vegetables to daily meals.

Together, these efforts are designed to make residents more mindful of their food choices during everyday shopping. The campaign is also being promoted through online advertisements, TMG’s official social media accounts, and digital signage displays. The initiative runs through September 30.