FOCUS: Fukuoka Steps Up Protection for Amaou Strawberry Brand

Fukuoka, Oct. 7 (Jiji Press)–Amaou, a premium strawberry variety developed and grown in Fukuoka Prefecture, remains one of Japan’s most sought-after fruits, consistently fetching top prices. In January, however, the plant breeder’s right for Amaou, granting exclusive control over the production and sale of seeds and seedlings, expired after its 20-year term. The lapse has heightened concerns that seedlings could be taken out of the southwestern prefecture without authorization. To safeguard the brand, the Fukuoka prefectural government and the Fukuoka headquarters of the National Federation of Agricultural Cooperative Associations, or Zen-Noh Fukuren, are rolling out measures for trademark protection. “Seeing something I’ve devoted so much care rise to the nation’s top level is both a source of pride and a motivation,” said Nobuhide Suetsugu, head of the strawberry department at Zen-Noh Fukuren, reflecting on his 17 years’ work on Amaou strawberries. Officially registered in 2005 as strawberry variety Fukuoka S6, Amaou lives up to its brand name–an acronym of the Japanese words “akai” (red), “marui” (round), “okii” (large) and “umai” (delicious). Renowned for its striking appearance and rich sweetness, Amaou has enjoyed strong popularity since its debut and is often hailed as the top tier of sweet strawberries. Its name can be translated as “king of sweetness.” Collaborations with confectionery and beverage makers are thriving, while Amaou strawberries continue to command some of the highest prices in Japan. Their reputation rests on rigorous cultivation and quality control. Although Amaou is disease-prone and requires meticulous care, the dedication of producers has refined the variety’s quality over time, reinforced by strict oversight from the Fukuoka prefectural government and Zen-Noh Fukuren. The recent change in legal status, however, marked a turning point for the brand. Under Japan’s plant variety protection and seed law, plant breeders’ rights are granted to those registering new varieties, allowing exclusive production and sales of seedlings and harvested products to incentivize innovation. Such rights generally last 25 years. The Fukuoka prefectural government used this framework to restrict Amaou cultivation to within the prefecture, helping preserve quality and brand value. With the expiration of plant breeders’ rights for Amaou, cultivation outside Fukuoka is now legally allowed. A prefectural official voiced concern, saying, “We were able to address unauthorized removals of seedlings under the plant variety protection and seed law, but that is no longer the case.” If cultivation expands beyond the prefecture, maintaining consistent quality will become more difficult and the brand may be damaged. Overseas leakage is another risk. “In light of the example of Shine Muscat grapes, we want measures to prevent seedlings from circulating freely,” Suetsugu said. In the case of Amaou, however, Zen-Noh already holds the trademark, and the prefectural government together with Zen-Noh Fukuren plan to use this to safeguard the brand. Specifically, as a condition for licensing the trademark, they now require producers to sign a pledge limiting cultivation to within Fukuoka Prefecture. A Zen-Noh Fukuren representative said, “We can’t categorically forbid growers from moving outside the prefecture, but to protect (the brand) we have little choice but to rely on the systems already in place and on the consciences of producers.” The strategy of using multiple forms of intellectual property to protect a brand, often called an IP mix, has earned high marks from the Kyushu Regional Agricultural Administration Office for the initiatives relating to Amaou. To prevent overseas leakage, the prefectural government and Zen-Noh Fukuren have started registering the Amaou variety and securing related trademarks in foreign markets. They also monitor online marketplaces to identify and curb listings that could facilitate unauthorized shipments. END [Copyright The Jiji Press, Ltd.]