Okayama Prefecture is promoting Hareichigo, a new variety of strawberry, in order to solidify its position as the "fruit kingdom." Shine Muscat grapes and peaches, the prefecture's main crops, are in season from summer to autumn. Expectations are high that the new brand of strawberries can help promote the prefecture's presence throughout the year and fill the marketing vacuum from winter through spring.
The prefecture made Hareichigo a branded product in 2019. The strawberries are characterized by their large size, red flesh — even inside the pulp — and strong sweet taste. Growing them in greenhouses in the prefecture, which has long hours of sunshine, is said to increase photosynthesis in strawberries and make them sweeter. The prefecture is known as the "Land of Sunshine."
In 2019, the prefectural government made a manual for the cultivation of Hareichigo, detailing conditions such as the timing of fertilizer application, temperatures that differ according to the growth of the fruits, and the concentration of carbon dioxide to be injected into greenhouses to promote photosynthesis.
Oi-C Berry strawberries, that have been cultivated in the prefecture, will be shipped as Hareichigo only after being grown in accordance with the manual.
Read more at japannews.yomiuri.co.jp