Abstract
The mechanism to sustain the recent greenhouse horticulture in Asahi City was examined by focusing on the adoption of technological innovations. Vegetable production in greenhouses increased from the late 1960s to the mid-1980s. After the development period, the number of greenhouse farms and the area of greenhouse facilities stabilized. Greenhouse farms at present hold two generations of family farm wokers and 37a greenhouses on average, and carry multiple management of greenhouse vegetables and paddy rice. The success of their greenhouse management has been ensured by adopting new technological innovations one after another. The adoption of floriculture and new cultivars of vegetables represent the innovations. In the early stages of diffusion, a few farms with successors introduced flowers and new cultivars. The vigorous young pioneers gathered information on new technology from extensive areas through the production groups outside the city, nursery companies and wholesale markets. The diversity of greenhouse crops brought by the pioneers saved some farms' management from suffering from crop injuries through continuous cropping.
