Made in Fukushima
METER Group Inc
Issue 52 | September 2019
Agency
Serviceplan, Germany
Creative Team
Chief Creative Officer: Alex Schill Creative Directors: Franz Roeppischer, Lorenz Langgartner Art Director: Eduardo Alvarez Junior Copywriter: Carolina Soto Freelance Writer: Quentin Lichtblau
Production Team
Head of Print Production: Robert Kaminski Creative Producer: Saurabh Kakade Photographer: Nick Frank Production Company: Moby Digg GmbH
Other Credits
CEO, METER Group: Scott Campbell VP Environment, METER Group: Dr. Colin Campbell VP Marketing, METER Group: Christian Hertel Head of Global Agricultural Sciences, Director, The University of Tokyo, Fukushima: Dr Masaru Mizoguchi
Date
March 2019
Background
On March 11, 2011, a tsunami hit the Fukushima Daiichi Power Plant, triggering the meltdown of the nuclear reactors. In the following days, wind and rain carried the radioactive material inland. More than 25,000 hectares of farmland were contaminated. Environmental technology specialists from METER, together with Dr. Masaru Mizoguchi from The University of Tokyo and the not-for-profit organisation Fukushima Saisei, have developed a sustainable decontamination method that allows farmers to grow perfectly safe rice again. The data proves that the rice is safe, but no one buys it, because people don’t understand scientific data.
Idea
‘Made in Fukushima’ is a book made out of rice straw from the decontaminated fields in Fukushima.
It tells the story of the region, its culture, the disaster and the decontamination procedures.
It shows the farmers and their products and, with visualised data, sets out the proof that the rice they grow is as safe as rice anywhere.
Results
More than two years in the making, ‘Made in Fukushima’ was published in 2019 with a first edition of 1000 copies. Books were sent to decision makers in the environment and food industries to which METER has access through their other products. From this and the ensuing PR, many conversations and millions of contacts were created.
The price of Fukushima rice is on the rise and the sustainable decontamination method is being used by more farmers and organizations in Fukushima and beyond.
Our Thoughts
On pages 60-61, have a look at Rothco’s book of grass.
And here we have a book of rice.
Both are demonstrations of sustainable farming methods without having to take people out to a farm to show them.
It’s peculiar how the same idea can happen in two different places at exactly the same time.
It fascinates scientists not so much because of who should get the credit but because understanding exactly how ideas enter human consciousness could help predict the future and suggest the sort of directions we might investigate for further innovation.
Perhaps this is only the beginning for the farmed book?