Abstract
In the Arida district, Wakayama Prefecture, a mandarin primary producing area, various shipping units supply their products independently, the market valuation of their products being relatively low. Consequently, this study clarifies the inefficient factors to improve the market valuation of mandarins produced in the district under the united brand “Arida QUALITY.” In the Arida district, low quality products are shipped because individual shipping units sort their products using their original standards. The united brand “Arida QUALITY”, which certifies high quality mandarins, cannot prevent individual shipping units from providing low quality mandarins and, thus, help improve their market valuation.
