The fruit appeared on the shelves of London's luxury department store Harrods as part of a campaign by Tokyo Electric Power Company (Tepco) to promote food from Fukushima and support the prefecture's recovery from the March 2011 earthquake, tsunami, and subsequent nuclear accident.
The peaches were priced at £80 ($88) for a box of three. A tasting event was held to showcase the sweetness and juiciness of the fruit to potential buyers. The sale was organized in collaboration with the Japan External Trade Organization and the Fukushima Prefectural Association in London.
Fukushima, which accounts for about 26 percent of Japan's peach production, ranks as the country's second-largest peach producer after Yamanashi Prefecture, according to Japan's agriculture ministry data.
The region's peach industry has been grappling with reputational damage since the meltdown at Tepco's Fukushima No. 1 nuclear power plant. Producers hope this British market entry will boost sales and enhance the brand image of Fukushima peaches internationally.
