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Issue Date: Vol. 54, No. 2, February 2014, Posted On: 1/30/2014

Vended Tomatoes Fuel Tokyo Joggers

Emily Jed
TAGS: Japan's Kagome Co., tomato vending machine, fresh tomatoes, vending machines in Japan, Tokyo's Chiyoda Ward, Tokyo Marathon

TOKYO -- Japan's Kagome Co. is selling fresh tomatoes to joggers through vending machines as a replenishing on-the-spot alternative to sports drinks and energy bars.

The Japanese beverage and tomato product manufacturer installed the machine at a support facility for runners in Tokyo's Chiyoda Ward. It will remain onsite until Feb. 23, when the Tokyo Marathon will be held.

The machine's graphics promote the high nutritional value of tomatoes, which vend in two sizes for 300 yen or 400 yen ($2.90 or $3.80) apiece. They are reportedly restocked every other day.

Kagome, a sponsor of the Tokyo Marathon since last year, has been encouraging tomato consumption through sports. The company said it plans to distribute 72,000 tomatoes to 36,000 runners, twice as many as last year.

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