Abstract
In Okinawan agriculture, stable supply systems for farm products in production areas have not been adequately established. The author studied the mango supply system in the production area of Tomigusuku city, focusing on the establishment of the selling system of an agricultural cooperative, its transition after integration into JA Okinawa, and the selection of distribution channels by farmers.
Since the initiation of mango production, it has developed under farmers' initiatives in many regions in Okinawa prefecture owing to agricultural cooperatives’ reluctance to become involved in the mango business. As a result, the agricultural cooperatives have had a low share in mango sales. In Tomigusuku city, on the other hand, due to the willingness of the supervisor of the agricultural cooperative to support mango farmers, a close relationship between farmers and the agricultural cooperative was established, and the agricultural cooperative had a high share in mango sales. Its marketing strategies were unique and the most advanced in the prefecture.
After integration into JA Okinawa in 2002: 1) the supervisor, a key figure in mango production, was transferred to another department; 2) the advisory services were downgraded; and 3) the fruit grading standards and shipping package were changed and unified. Subsequently, mango farmers began to complain about the reorganization and started shipping mangoes by themselves. Their reaction shook the supply system of the agricultural cooperative. Farmers can sell high-quality mangoes for premium prices through their own channels, and such sales provide strong incentives for innovative farmers. In response, the agricultural cooperative imposed preconditions on farmers for joining its distribution organization and undertook completely subsidized mango projects in the city to retain its share of mango sales.
