Abstract
This study illustrates the key role of small-scale farmer's markets. While many large-scale farmer's markets are established, the regional promotion base of small-scale farmer's market in the rural area where management of local shops is difficult due to progress of depopulation was considered in the case of the Otagawa farmer's market of Akiota town, Hiroshima Prefecture. In the Otagawa farmers market, reform has been advanced from 2015 on the basis of a management crisis. Through a hearing and questionnaire survey, we identified thoughts about the significance of the existence of the store and devised responses to local residents in terms of management strategy. It is suggested that focusing the day-to-day life patterns within the area and having social function to support it will lead to enhancing the significance of the existence of small farmer's markets.
