Harrods in London has begun selling luxury peaches from Fukushima Prefecture, Japan, marking the first retail appearance of these fruits in the UK. Priced at £80 for a box of three, the peaches are part of a promotional campaign by the Tokyo Electric Power Company (Tepco) aimed at improving the region's image post the 2011 nuclear disaster. Customers at the tasting event praised the peaches for their exceptional taste, which has been historically regarded as the sweetest in the world. The initiative follows the UK's lift of import restrictions on food products from Fukushima in 2022, and aims to bolster the prefecture's economy and reputation. Fukushima is the second-largest producer of peaches in Japan, producing about 26% of the nation's supply. This effort also involved collaboration with the Japan External Trade Organization and local associations to support the region's recovery.