Originally published on metropolis.co.jp on April 2010

If you’ve swung by Akasaka Ark Hills or UN University in Aoyama on any recent weekend, you probably noticed a “chain” of farmers’ markets. Since launching last fall with help from the Ministry of Agriculture, Marche Japon has expanded to nine locations around the capital, including Asakusa, Ikebukuro and Kichijoji. The selection of fruits and vegetables varies from market to market, but visitors to Ark Hills—one of the more popular venues—can expect to find fresh, seasonal produce from the likes of Ibaraki Ichi, Farm, Wellness Club and Koyanagi Shoten. Another draw is the MPS Japan booth, whose flowers carry the MPS Florimark certification for environmental friendliness and social responsibility. “The key is that all the products are domestic,” says spokeswoman Etsuko Kubo.

While all of this has a very “slow life” feel to it, Marche Japon’s approach is utterly contemporary. Their “Veggie Juice for Beauty” campaign asks 12 public personalities, from “charisma chefs” to TV talents, for vegetable juice recipes. Aya Kakisawa of Nakameguro patisserie Potager, for example, suggests blending two spoonfuls of chamomile, 200g water, 60g pumpkin and 110g pineapple. More vegetable-themed ideas can be found on Marche Japon’s contest page on the popular recipe-sharing community site Cookpad (http://cookpad.com), while area restaurants that support the movement (400 and growing) are searchable through GuruNavi (www.gnavi.co.jp). How’s that for a truly 21st-century farmers’ market?

Markets are scheduled Sat-Sun from 10am-4pm at UN University and Sat from 10am-2pm at Ark Hills throughout April. For information on other venues, see www.marche-japon.org