In Japan, the scale of rice farming management has been expanding (business size and farm size). We monitored diversification strategies and business innovation in rice farming. We selected three large-scale rice farms as the subjects for our case study. The study aimed to (1) examine diversification strategies for business and product sales, and (2) discuss the characteristics of diversification strategy and options for handling issues that may arise in future. Focusing on management objectives and sales management, we investigate the characteristics of diversification strategy in corporate rice farming. The survey results revealed that farmland location is important for an effective diversification strategy, as it influences both vertical and horizontal diversification in corporate rice farming.
