In a bold move, Harrods, London's iconic luxury department store, has introduced peaches from Fukushima, Japan, priced at £80 for a pack of three. This marks the first time produce from the region, known for its 2011 nuclear disaster, has been sold in a British shop.
The peaches, displayed prominently in the store's food hall, have sparked curiosity and debate among shoppers. One customer from New Zealand expressed skepticism, comparing it to "selling grapes from Chernobyl." However, another shopper showed more openness, stating, "I wouldn't be afraid to try one, but you'd have to really love peaches at that price."
The author's tasting experience revealed a fruit that was unexpectedly firm and lacking the anticipated sweetness. Diana Henry, an expert on peaches, provided insight into the fruit's qualities, noting a unique combination of floral and tart notes. However, she concluded that the price was not justified.
This sale is part of a broader campaign by The Tokyo Electric Power Company (Tepco), the operator of the Fukushima plant, to rehabilitate the region's image and support its recovery. The 2011 disaster, caused by a 9.0 magnitude earthquake and subsequent tsunami, led to the evacuation of over 150,000 residents, many of whom have not returned despite decreasing radiation levels.
"We would like to continue to convey the appeal and tastiness of Fukushima Prefecture's produce to the world."
Harrods defended its decision to sell the peaches, stating: "Fukushima is the second largest producer of peaches in Japan and renowned for their unparalleled sweetness and juiciness. There are no restrictions for the UK in place on the import of food produced in Fukushima and we work closely with our suppliers to ensure our high standards of food safety are met."
The sale of these peaches raises important questions about perception, recovery, and the true cost of luxury. As Fukushima continues its journey towards rehabilitation, the world watches with a mix of curiosity and caution.