- How did you set up a system of "vegetable sommelier" is?

Originally it is in the section dealing with organic food trading company, had been the leader of the Organic team. Only it did not rise to the topic at that time the issue of food, which has become a hot topic now, is a story that is from before 20 years 10 years. At that time, before the now of the revised JAS Law is introduced, even organic treatment under reduced pesticide. We have see and hear that kind of talk in a trading company, as one dealing with food, now feel the question, "Do not my kind of thing is to eat with confidence in a child." So If you examine various, in the United States and Europe found that have established market is called organic. I have problems in the promotion of organic I think that it is "value transfer". For example, even side by side carrot using the cultivated carrot and pesticides in organic do not know to look. Organic agricultural products, is transmitted the value for the first time consumers to convey the information in the background. At first, but it had paid the organic ingredients in the food service chain stores and major supermarkets, still not sell easily. It is, because only supermarket is arranging the simply ingredients without the "value transfer". I was going to transfer information in a company called "Oisix" to sell agricultural products on the Internet. But, I think that still can not win in the information transmission of the face-to-face. When you are in a trading company, it was considered a "Do get to know When you do if the goodness of organic agricultural products" is the first opportunity that I thought Let's Make a system of this vegetable sommelier. It is the story of around 1998, I was able to actually system is because it is in 2002, during which time had much continues to trial and error.

- Why I began to feel "not win the information transmission of the face-to-face" is?

By the contents of the information, such as television, magazines, the Internet and e-mail, whether you think that means appropriate each a variety, the biggest difference of the face-to-face and other means is tailored on a case-by-case basis to the other party I think. For example, or wanted information of pesticide residue is the most you were pregnant women to choose the carrot, the two women if the diet effect of about ten years old or in the mood, "what about in this metabolic syndrome?" When was our generation Toka ... need information that you are is different. In other means, then you sink the information, such as "this carrot is sweet I", "sour by" unilaterally to the other seller, tells only the information you want is their own. There is, I think the biggest difference between the face-to-face and other means. Definition of vegetable sommelier, is "the information that consumers are looking for is now the subject, people tell in the form of easy to understand that person."

- In terms of going to create a system, or something there was it unexpected?

Qualification of Nowadays vegetable sommelier, which is divided into beginner, intermediate and advanced, with Japan Vegetable & Fruit Meister Association originally launched the Meister system one in 2001, the first fee 20 number It was a million. Greengrocer's the beginning, towards the distribution industry, those who are working at the supermarket, I was assumed to qualify for and ... professional food people wholesale. But, people who came to the actual test is the more than 90 percent were general consumers. Originally, qualification, but I thought that it shall be taken from a plus was completely different in their work whatsoever. So standing about a year and a half, and change from one Meister system, was provided with a 3-course Beginner course and intermediate course and advanced course. Each of the definition, beginner is "they can enjoy the fruits and vegetables as one of life's", Intermediate is "able to convey to people the splendor", senior is "can play an active role in society." Even if you're of the consumers of the general that has not been the food to work until now been received without difficulty, it was changed to a system where you can enjoy.

- Why do you think has been accepted until there to the general public of consumers?

I think that it is a change of values ​​for the food. To those who now general of consumers there is a sense of value that "enjoy the food." The values ​​also said that did not be relied obtained there in the 1950s. I think that from about a few years ago, but in Japan, change the general people of the society of "enjoy the food," I think it's because there was a change of values.

- And "enjoy the food" is, what do you mean?

From time to time, and the experiment in the internal Association. Apple two put in the, you ask the "right of apples somehow's Saitama, such using organic compost was brought up. Left of the apple has been bought at the bottom of the super. Which is tasty?" . The fact is the same apple, but the people of about 90% refers to the apples grown in organic compost to say that "here is delicious." By putting in the ear a variety of information, it is a translation to feel the taste to about three times. This is not a story of only Japan. Modern people, in addition to the fact that eating in the tongue, eat in the head and heart. For example, in everyday life, tomatoes at the supermarket will be a side-by-side 10 types. Sweet even the sour hard to soft to be both, There are many. On which there is a need for hand eaten by the mood of the day, as that "today is going to buy this tomato" on which he was aware of the characteristics of each of tomato, if it is possible to choose one of the ingredients, of the human food life / food culture is, I think that still depth deepens. For those who are buying casually tomatoes as tomatoes, it will be fun to experience.

- "Vegetable sommelier" will soon break through the 20,000. Do you Irasshai and this number is how to capture?

The presence of vegetable sommelier We hope that the coming era is not special. And, we now think that we must inherit the food culture that have in the next generation. For example, grandma and mom and the era that usually is the daughter is in the family, there was a tradition of food culture in the home, it has now been lost. So, familiar place in the fun and pleasure of the vegetables, the presence of the people to be transmitted the interest of the food is, I think that there is a great significance in order to inherit the food culture to the next generation. In that sense, I believe that still not enough for 20,000 people of 120 million persons. However, fun people that the knowledge of vegetables increases is fun, but you have absolute people that such knowledge is not needed even for free in reverse. It is the difference of life style. For example, we want people to feel that vegetables sommelier is suits your lifestyle are 20 million people out of 120 million people. But 20 million people all Not subject to this test. Toka is high cost, Toka schedule does not fit, for the 20 million people who are unable to receive a variety of reasons, that will be removed one by one the factors that has become a reason to not subject the, interested in many people even alone I think I'm happy if you have a. So, the Association is advertising promotion does not perform particularly.

- I've also started expansion into overseas.

In the autumn of this year, I gave a seminar at the center of the person who lives of Japanese in Bangkok. Very well received, the next is scheduled to conduct a course in Korean for those who of South Korea in South Korea. Of course there is a course to learn vegetables, the fruits, but still You Unlike Japan, so they also food culture, we believe of course that it is necessary to adjust the Nari local.