Abstract
The purpose of this study is to consider shipping of fruit and vegetables outside the prefecture by wholesale market wholesalers in Nagano Prefecture, a horticulture production area. Specific factors considered were: 1) the reasons for, and circumstances surrounding, selling outside the prefecture by wholesalers; 2) the effects of this initiative; and 3) the significance of this initiative in fruit and vegetables distribution. The findings showed that a reason for selling outside the prefecture is that contraction of wholesalers' sales channels occurred because of expansion into Nagano Prefecture by a volume retailer from outside the prefecture. Simultaneously, changes in the selling strategies of agricultural cooperatives within the prefecture promoted selling outside the prefecture. In addition, selling outside the prefecture by wholesalers filled a gap between supply and demand in the distribution of fruit and vegetables.
