This paper clarified the development of a Farmers' Market using existing statistics and the actual condition and problems of urban-rural exchange from questionnaire surveys and hearing surveys. There are many efforts to develop such sales sites, such as urban-rural exchange, along with the expansion of retail functions in a direct sales store organized by Japan Agricultural Cooperative. In order for such a JA Cooperative direct sales store of to carry out urban-rural exchange, it is necessary to increase the number of employees and secure funds for that purpose. In addition, it is important to have a clear position of the business as it relates to an agricultural cooperative.
