On October 2013 the Ministry of Agriculture, Forestry and Fisheries launched the No-Foodloss Project as a cooperation between six Ministries in Japan: Consumer Affairs Agency, Government Of Japan (CAA), Cabinet Office, Ministry of Education, Culture, Sports, Science and Technology: Japan (MEXT), Ministry of Agriculture, Forestry and Fisheries (MAFF),  Ministry of Economy, Trade and Industry (METI) and Ministry of Environment (MoE).

The No-Foodloss Project aims at reforming all food stakeholders’ behaviour and consciousness by supporting the adoption of loss reduction models in every step of the food supply chain where loss is generated.

The actions taken include support to food banks and to initiatives by local governments, the promotion of the use of the doggy bag and the launch of a series of pilot projects. These include trial attempts to loose deliver-by dates, to extend consume-by dates and to develop strategic communication among retailers, mass media and SNS service to develop new consumer awareness strategies.

The No-Foodloss Project is using the character called “Rosu-non” (Loss-non) in some cafeterias, restaurants, convenience stores and supermarkets in order to appeal to the wider public and to advocate for change in habits and support to the national initiatives.