The decrease in demand due to the lack of inbound tourism to Miyazaki Prefecture during the COVID-19 pandemic has had a serious effect on the consumption and distribution of Miyazaki’s local agricultural produce and seafood.
If something is not done to promote the swift restoration of the consumption of Miyazaki’s local beef and chicken, there is a serious risk of harm to the prefecture’s reputation for great quality produce.
The pandemic has also had a negative effect on schools: Elementary and Junior High schools all over the prefecture were forced to close, and the pupils found themselves unable to go to school to learn or see their friends.
To remedy this, and in order to raise awareness of the prefecture’s local produce such as Miyazaki Beef and Jitokko (local free-range chicken), to show thanks to the producers who devote so much time and effort to it as their livelihood, and also to produce the next generation of firm fans, the reopening of schools became a great opportunity not only to provide some great quality food for school meals, but also to educate the children about their food and where it comes from.
The children were all smiles as they enjoyed eating delicious school meals with their friends.
They were also very keen to offer their words of thanks and encouragement to the local producers, and to express their happiness at having been able to eat such delicious food, and how impressed they were to hear what goes into making great produce.
Listening to the honest words of encouragement from the children was a great chance to re-discover just how good Miyazaki’s local agricultural produce is.
Beef provided is from Kuroge Wagyu cows raised in the prefecture, mostly classified as Miyazaki Beef.
Miyazaki Beef has won the prestigious Prime Minister’s Award at the five-yearly gathering of the Japanese Wagyu Beef Quality Association three times in a row. It is also held in such high regard overseas that it has also been served at the after-party for the Academy Awards ceremony in America the last three years in a row.
Chicken provided is locally-produced, and mostly classified as Miyazaki Jitokko.
Miyazaki Jitokko is a brand of chicken with its origins in an ancient breed of Japanese chicken called Jitokko, that strives to maintain that unique and incredible flavor. It is well known for its firm texture and rich, savory taste.
Spicy Fried Chicken
This initiative is being carried out in accordance with the Ministry of Agriculture, Forestry and Fisheries’ emergency measures to encourage the local sale and consumption of domestic produce, outlined in the budget for the fiscal year 2020-2021.