For agricultural cooperatives(JAs)in Hokkaido, in which agriculture-related businesses play important roles in management, a farming advisory service connects members to JAs through the everyday interactions. Wide area merger of agricultural cooperatives have been promoted. As contact with the members in the merged agricultural cooperatives, it is important to expand opportunities for the agricultural cooperatives and the members to meet face-to-face. Thereby to understand the needs of the members, and has implemented respond to it activities. In merger cooperatives, it has become a major issue to continue to build an efficient system its in limited labor costs. The authors revealed the significance and challenges of building a new farming advisory system in JA KITAMIRAI. To strengthen relation with the members, the JA allocated labour resources significantly to the “meet members” system where staff allocated the section is designed to visit members more frequently. It was expected that the staff as a generalist responded comprehensively to the various needs of the members. However, the above system was needed to change. Needs for farming advisory services has required generalist with expertise. Agricultural cooperatives change the duties of staff in charge of farming guidance. Through the functional reforms in the “meet members” system, it is aimed to achieve a response to farming guidance needs.
