This study examined the off-the-job training (off-JT) provided by the Japan Agricultural Cooperatives (JA) Group to reveal the main issues concerning human resources development for the marketing of fruits and vegetables. This study examined the nationwide off-JT provided by the Central Union of Agricultural Cooperatives (JA-Zenchu) and the National Federation of Agricultural Cooperatives (JA-ZenNoh) as well as the prefectural off-JT provided by the Prefectural Central Union of Agricultural Cooperatives (JA-Kenchu) and the JA-ZenNoh Prefectural Headquarters. Many of these training programs focus on teaching the skills needed to improve responses to production divisions in internal marketing. Few programs teach trainees the skills necessary for external marketing. Off-JT programs must be expanded to link internal with external marketing activities. Moreover, on-the-job training programs must be institutionalized within the JA Group to develop human resources for marketing.
