Kagome Co. Installs Vending Machine Offering Fresh Tomatoes to Joggers in Tokyo’s Chiyoda Ward


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Mon. January 27th, 2014 - by Sarah Hoxie

<p>Thinking about hitting the pavement or track in Tokyo’s Chiyoda Ward? Nagoya-based Kagome Co., a major beverage and tomato product manufacturer, is offering a new item as an alternative to energy bars or sports drinks to supply and replenish nutrition...tomatoes.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">The company is installing a vending machine that offers tomatoes at a support facility for runners Chiyoda Ward, according to THE ASAHI SHIMBUN. </p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><p>Kagome hopes to call attention to the tomato's high nutritional value, which the company believes will reduce fatigue in runners jogging around the Imperial Palace.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">"I recommend runners have one after jogging to supply nutrition,” a Kagome official said.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">The vending machine will remain on site until Feb. 23, when the Tokyo Marathon 2014 will be held. Placed at Hanzomon Runners' Satellite JOGLIS, the machine is designed with the vegetables in mind with a logo saying “Tomato loading.”<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">For sale are 280-gram and 180-gram tomatoes, priced, respectively, at 400 yen ($3.80) and 300 yen each. The tomatoes are replaced every other day to maintain a fresh host of offerings.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">According to the Japan Automatic Merchandising Association, while there are vending machines offering bananas and apples, tomato vending machines are uncommon.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">The company, which has been a sponsor of the Tokyo Marathon since last year, has been encouraging the business strategy of tomato consumption through sports. Kagome plans to distribute twice as many tomatoes this year, 72,000, to 36,000 runners.</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><p><a class="btn btn-sm btn-primary col-lg-12" style="white-space: normal;" href=" http://ajw.asahi.com/article/economy/business/AJ201401250015 " target="_new">THE ASAHI SHIMBUN</a></p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">