市場とのつながりを意識した流通販売対応

―兵庫県南あわじ市南淡漁協を事例に―

抄録

At the Nandan Fishery Cooperative, located in Minami-Awaji City, Hyogo Prefecture, after the bankruptcy of a once central fishing company (S Suisan) in 2012, the fisheries cooperative association was forced to secure a new shipping destination, fearing a drop in fish prices. After the new shipping system by the fishery cooperative association started, the fishermen voluntarily started “greeting to shipping partner and business partner” and “trying not to catch small products”. The case study of the shipping system implemented by this cooperative association, the subsequent change in fishermen's awareness, and some problems faced during the operational phase provides a point of discussion for the consideration of distribution and sales strategies that have become increasingly active in recent years.