Current Situation of Commercial Activities for Vegetables and Fruits by Advanced Japan Agricultviral Cooperatives

Abstract

This study analyzed the current situation of commercial activities for vegetables and fruits by advanced JA in three respects, including the "positioning of the business," "operational system," and "commercial activities."
The following factors are important for commercial activities for vegetables and fruits. The first is to define the positions of strategy, sales activities, and business operation. The business operations should be positioned as a means to achieve the goal of the strategy. The second is to design an operational system and organization in consideration of the characteristics of products (those for commercial use, those for household use, and PB products). This process necessitates responses that are appropriate for resources (farmers group and farming supervisors) within the production area and decision-making for the investment in the physical infrastructure and technology to strengthen inter-organizational relations with retailers, restaurant operators, and other businesses. Finally, considering the discussion above, carrying out "interactive marketing" through acquisition and sharing of information related to actual consumers will be important.