Convenience chain store operator FamilyMart intends to begin selling fresh Japanese-grown produce in its Chinese stores by 2015.
The Daily Yomiura reported the retailer hopes to grow its market share in the country by targeting wealthy Chinese consumers, who prize Japanese produce for its taste, safety and appearance.
Rice and fruit are expected to be the first agricultural products to be exported and sold in China at FamilyMart stores, added the newspaper.
The move represents the first full-scale attempt by a major Japanese retail chain to export and sell such foodstuffs in China.
Currently Japanese rice is only exported by agricultural cooperatives and retail channels are limited to stores that specialise in luxury items.
The entry into the Chinese market by a major retail chain, with its own sales channels for Japanese-grown produce, is also expected to revitalize domestic agriculture, reported the Daily Yomiura.
The move is designed to aid the company’s expansion push into China, with the retailer planning a 10-fold increase in outlets from 430 to around 4,500.
The Daily Yomiura also reported the company is looking to generate revenue in China as the Japanese market is not predicted to grow in the future.
