This study identifies behavioral and psychological characteristics of JA personnel in charge of marketing vegetable and fruit products and examines the response measures for future human resource development. Characteristics of JA activities for marketing vegetables and fruits consist of internal marketing activities to coordinate and persuade union members’ and producer associations’ actions, and external marketing activities to help customers achieve and continue sales. As such, JA is implementing various marketing activities by linking these aspects. Regarding human resource development, personnel acquire principles and skills of marketing activities by learning from others at the workplace (role models). For future development, JA requires policies addressing these personnel linkages and role models for the marketing of vegetable and fruit products.
