Private-Sector Farm Volunteer Matching and Its Sustainability

A Case Study of Daihatsu’s “Nouen Musubi” Project

Abstract

This study clarifies the key elements of a farm volunteer–matching system operated by a private, non-agricultural company and the conditions for its sustainability. We conduct a case study of Daihatsu Motor Co., Ltd.’s “Nouen Musubi” project, based on interviews with the company’s project managers and representatives from five participating corporate farms. The project has secured sufficient motivated volunteers while effectively reducing the burden on participating farms. Key factors include strategic social networking service promotion, appropriate participation fees, a well-designed matching system, and careful farm selection. Regarding sustainability, major challenges include maintaining a stable supply of high-quality volunteers and setting a matching fee that balances company profitability with farm cost constraints.