TOKYO -- A Japanese public-private fund will back an effort to sell domestic produce at supermarkets elsewhere in Asia to middle-class consumers who have mainly seen these imports as a luxury rather than everyday shopping.
The Cool Japan Fund's partnership with Tokyo-listed produce distributor Nousouken starts in Hong Kong, with 100 supermarkets to set up in-store stalls for Japanese-grown fruits and vegetables such as tomatoes, cucumbers, lettuce and spinach.
