Japanese Willing to Pay More for Safer Food

The Japanese are willing to pay more for safer food.

One in six will pay 30-50% more for something safe to eat.

Two in three will pay 10-20% more "for organic vegetables and other foods that are viewed as being safer and more natural."

The figure is twice what it was just two years ago.

The company, Ito-Yokado said "Sales of farm-fresh vegetables with place-of-origin, which are priced 10-20% higher, have increased 40% from a year earlier."

Imports from China with residual pesticides in veggies and false labeling of food contents have been in the news in Japan.

More than nine in 10 say the are "more sensitive about safety when purchasing food items than a few years ago," and 95% of females, the shoppers are more sensitive.

The top concern – the place of origin of imports – 87%.

One organic vegetable delivery service has seen the number of its members grow by 5% annually.

Looks like a good business opportunity to me.

How much more will you pay to know the food is 'safe?'

And why isn't all food safe before we buy it anyway? 

What do you think?