A Taste of Britain: Expanding Food and Beverage Exports to Japan

Japan, the world’s fourth-largest economy, presents a lucrative market for international food and beverage businesses. With a population of 124 million and a strong appetite for premium products, the opportunities for exporters are significant. Recent developments in trade agreements between the UK and Japan have further enhanced these prospects, offering increased protection for distinctive British products and paving the way for greater export success. This article explores these developments and the exciting potential they unlock.

The Japanese market has long held allure for international food and beverage exporters, drawn by its discerning consumers and robust economy. Now, with strengthened protections for Geographical Indications (GIs), British producers have an even greater opportunity to thrive in this dynamic market. The recent announcement of new GI protections for 39 British food and drink products in Japan marks a significant step forward in bolstering trade relations and ensuring the authenticity of premium UK exports.

This landmark achievement follows previous successes, bringing the total number of protected British GIs in Japan to over 70. This expanded protection safeguards a diverse range of products, from festive favourites like Single Malt Welsh Whisky and Beacon Fell Traditional Lancashire Cheese to regional specialties such as Ayrshire New Potatoes and Carmarthen Ham. This protection not only benefits British businesses by preventing imitation and ensuring brand integrity but also assures Japanese consumers that they are purchasing genuine, high-quality British produce.

The significance of GIs cannot be overstated. They are a form of intellectual property right that protects products with qualities or characteristics specifically linked to their geographical origin. This designation not only signifies provenance but also often implies traditional production methods and unique qualities. For consumers, GIs provide assurance of authenticity and quality, while for producers, they offer a competitive edge and protect their brand reputation.

The recent expansion of GI protection in Japan is a testament to the ongoing efforts of the UK government to promote British exports and support businesses across the country. As Minister for Food Security Daniel Zeichner stated, “I’m thrilled to see there’s a taste for authentic British food and drink in Japan. We are committed to growing trade opportunities for British producers around the world as part of our Plan for Change, boosting growth and benefitting businesses across the country…The UK is home to a feast of flavours from every corner of the British Isles. With the new agreement between the UK and Japan, consumers will now be able to chew over their choices with confidence, knowing they’re getting the quality and reputation that British food is known for – it’s the perfect recipe for success.” Trade Minister Douglas Alexander added, “Iconic UK products such as Ayrshire New Potatoes and Carmarthen Ham will now benefit from protected status in Japan. From Sussex to Armagh we are securing protections for unique British food and drink products, ensuring Japanese consumers can rest assured that they are receiving authentic, high-quality British produce…This early Christmas present to British producers will give them confidence when exporting to Japan, helping them sell more, grow their business and ultimately drive economic growth.”

The impact of these protections extends beyond individual businesses. They also support jobs and tourism in predominantly rural areas, contributing to local economic growth. This aligns with the UK government’s broader “Plan for Change,” which aims to drive economic growth and create opportunities across the country.

Several producers have already expressed their enthusiasm for these new protections. Mark Driver, Co-founder of Rathfinny Wine Estate, stated, “We launched Rathfinny’s Traditional Method Sussex sparkling wines in Japan in 2023 and are delighted that the Sussex PDO will now be afforded protection in Japan. The Sussex PDO is a mark of both provenance and quality, ensuring any wine with ‘Sussex’ on the label has had to pass a stringent blind tasting and high analytical standards…Rathfinny’s Traditional Method Sussex sparkling wines are produced on a single-site vineyard, in the iconic South Downs near the Seven Sisters in East Sussex. They are now available across Japan through the specialist wine importer, Vin Passion.”

Stephen Davies, Chief Executive Officer of Penderyn Distillery, emphasized, “Japan is an important market for world-class single malt whisky, making it a key target market for Penderyn Single Malt Welsh Whisky…We have a great partner (Whisk-E) and together we plan to build awareness and reputation for our unique brand from Wales. The establishment of the geographical indication for Single Malt Welsh Whisky in 2022 was an important milestone in the development of the whisky industry in Wales and to have recognition in Japan will be a great achievement to support our export strategy.”

Alison Lea-Wilson, Co-Founder and Managing Director of Halen Môn, noted, “We are proud to have the name and method of Halen Môn recognised in Japan as authentic and possessing the special qualities that set it apart from other salts…GI status offers brands such as Halen Môn protection against passing off and another way of differentiating ourselves from our competitors. We know that Japanese consumers recognise the premium quality of British brands and are keen to buy the authentic product, so it’s great to hear that Japan is recognising further GIs from the UK.”

This success in Japan is part of a broader trend of expanding GI protections for British products globally. Recent agreements with Iceland, Liechtenstein, and Norway have secured protection for 14 additional UK GIs, including Welsh Laverbread, Vale of Evesham Asparagus, and London Cure Smoked Salmon. Furthermore, Scotch Whisky has recently gained protection in Brazil, South America’s largest economy, further demonstrating the UK’s commitment to safeguarding its iconic products in international markets.

The value of GI exports to the UK economy is substantial, estimated to be over £6 billion annually, representing 25% of the total value of UK food and drink exports. By protecting these valuable assets, the UK government is not only supporting businesses but also contributing to the overall economic prosperity of the nation.

This extensive list highlights the breadth of British produce now protected in Japan, reinforcing the message of quality and authenticity to Japanese consumers.

The success of British food and beverage exports to Japan is not solely attributable to GI protection. It also reflects the strong reputation of British products for quality, craftsmanship, and tradition. Japanese consumers are known for their appreciation of premium products and their willingness to pay for authenticity. This creates a fertile ground for British exporters who can offer unique, high-quality goods with a compelling story.

Looking ahead, the future of British food and beverage exports to Japan appears bright. The continued expansion of GI protections, coupled with ongoing efforts to promote British products in international markets, will undoubtedly lead to further growth and success for British businesses. By focusing on quality, authenticity, and innovation, British exporters can capitalize on the opportunities presented by the Japanese market and continue to delight consumers with the unique flavors of Britain.