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), ōkii (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."
Read more at The Japan Times
