In September 2008, The Ministry of Agriculture, Forestry and Fisheries (MAFF) announced through its press release a promotional program that urges civilian action toward increasing Japan's food self-sufficiency ratio. The program encourages non-governmental entities and individuals to join in the efforts of enhancing the food self-sufficiency ratio through increased consumption of domestically harvested agricultural produce.

To initiate the program, MAFF established an office for the effort and created the name “FOOD ACTION NIPPON.” To embody the main theme of increasing the food self-sufficiency ratio, MAFF has been asking various companies and organizations that are registered for the program to promote activities that may lead to an increase in the consumption of agricultural produce harvested in Japan.

Through advertisements in Japanese newspapers, the headquarters has reached out to the public for participation in the program. The following is an excerpt from one of the advertisements.

　Japanese food producers have been thriving. Unlike their counterparts in foreign countries, farmers here are growing delicious and high quality food in much smaller fields. Agricultural produce that is grown and harvested here is highly regarded not only in Japan, but also in other countries. Also, agriculture has been playing various roles apart from the provision of food for consumption. It is an important part of the earth's natural environment, and has nurtured the culture of Japan as well. We hope that future generations will be able to continue eating food grown in Japan forever. Currently, Japan's food self-sufficiency ratio is at the low level of 40%. As a first step, let's try to increase the ratio by 1%, and then by another 1 % after that. Let's start from what we can do today.

New Holland HFT Japan has been trying to bring public attention to the same message through our corporate brochures and journals, as well as through the themes we adopt when we participate in exhibitions. We also believe that if “FOOD ACTION NIPPON” is able to take root, agricultural output will increase. We would like to support this program in the best way that we can.