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- W1915283603 abstract "green lantern (GL), MIDORI CHOUCHIN (in Japanese) is a symbol of voluntary activity attempting to raise the food self-sufficiency ratio of Japan that has fallen to 40% or less. GL has a sign, shop that aids domestic products, on its face, and is hung up over shops, restaurants, taverns, farmers' markets, etc..., fronting businesses that are using domestic products positively. Shops using 50%, 60%, 70%, 80%, and 90% of domestic products in the total calories base of its commodities can display the one, two, three, four, five stared GL, respectively (Fig.2). A unique point of this movement is its indirect strategy that does neither push farmers to produce nor consumers to purchase domestic products. movement encourages retailers, shops, and restaurants to use domestic products to attract more customers who like to consume and support them. GL movement was borne in Hokkaido in 2005, and spread to the Kanto-area (around Tokyo) when its activists moved there in 2006. number of shops hanging the GL has increased gradually up to about 100 for 3 years. GL movement was then popularized by the mass media. One of the major newspapers in the agricultural field, The Japan Agricultural News, on January 15, 2008 reported the movement, and it was also covered in a major news show of many TV program in Japan. An explosion of concern about food security and the requirement of safe domestic food accelerated the rate of award of the GL to shops, and the numbers of shops has now jumped to about 860 (covering every prefecture in Japan) in less than 3 months. In this paper, we introduce the GL movement as a bottoms-up type marketing strategy and the web system supporting it, and give tips for the policy making for sustainable food security." @default.
- W1915283603 created "2016-06-24" @default.
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- W1915283603 date "2008-01-01" @default.
- W1915283603 modified "2023-09-26" @default.
- W1915283603 title "The green lantern movement, its strategy, and road-map as a bottoms-up movement for improving the food self-sufficiency ratio of Japan." @default.
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