Existing Conditions of Rural Community Business

Evaluation from the Viewpoint of the Demand Side of the Relationship between Regional Distribution Constructed by Magoyasai, a Distributor of Vegetables via Internet Sales, and Rural Society

Abstract

This study aims to clarify existing conditions of rural community business from the viewpoint of the demand side, with a case study of Magoyasai Co., Ltd. (hereinafter, the M company), which conducts vegetables sales via the Internet, in Akitakata City, Hiroshima Prefecture, with survey research by questionnaire for customer restaurants. The M company sells fresh vegetable to the restaurants in Hiroshima City with internet, corroborating with small-scale farmers who cultivate in the area less than 10 km far from the M company. According to the result of the questionnaire survey, for their existence, rural community businesses have to have a concept given a story line, fresh and safe food that is suitable for various customers' needs and human resources that have high communication skills.