In the affected areas by the disaster, resumption of farming is in full swing despite facing many difficulties. Against such a background, this paper discusses the changes of food supply and the transaction structure in the affected areas of Miyagi prefecture. Specifically, with an understanding of the situation regarding food supply in JA farmers market after the 3.11 earthquake, the paper proposes countermeasures for future disasters. In particular, by focusing on the changes in the supply and demand structure and the transaction structure of rice and strawberries as typical agricultural products of Miyagi prefecture, the research identifies the challenges that affected areas are facing. Analysis of statistical data along with a hearing survey of relevant organizations showed the following results. It is necessary for JA to make use of the advantages as an agricultural cooperative and to strengthen the food supply by focusing on local agricultural products and simple processed goods. Changes in the transaction structure of the affected areas clarified that resilience, degree of structural change and future issues are dependent on the nature of the agricultural products. For example, supply and demand structure of rice experienced no large changes before and after the earthquake necessitating compensation, but changes in structure of the wholesale market may occur as new companies enter the market in the future. In contrast to rice, strawberry production appears to require more time to recover. To restore the lost market share, not only recovering the production but consideration of the needs of contemporary consumers and changing breeds is required.

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One purpose of this paper is to confirm the process of reconstruction of the fishing industry from a state of destruction suffered by the Great East Japan Earthquake of 2011, and the other is to suggest a reconstruction plan that will yield an integrated fishing industry. Despite widespread criticism that the reconstruction is too slow, the process and the actual state of progress is not generally well known, and the stakeholders who were affected by the disaster have not recognized their present situation or identified appropriate steps for suitable reconstruction. In order to confirm the state of the reconstruction process from the day of the disaster 2011 to February 2013, the research identities four "stages," classifying the action pattern in four "types," following the behaviors of the fisheries processors. On this basis, the research identifies the problems emerging due to late reconstruction as well as what should be done to address this situation and what should be done in the future. The research emphasizes the contribution of local industries and communities rather than focusing solely on measures of economic growth. In order to ensure that such contribution continues in the future, it is proposed that the industry have balanced functions regarding fish utilization along with balanced distribution of local fishing resources among local industries and communities.

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Preventing reputation damage in the food industry in the aftermath of a natural disaster requires more than plaintive assertions of safety. People need to know the reasons why food has been determined to be safe and the grounds for determination, which in turn requires the development of inspection arrangements, as well as a mechanism for confirming inspection results at national level. The reputation damage in relation to food products and radiation which is currently under the spotlight cannot be addressed simply by assuring people that food is safe. Rather, consumers need to be provided with persuasive reasons to feel safe, as well as the grounds for those reasons. The necessary grounds for safety comprise: (1) information on the actual status of radioactive contamination in the agricultural environment; (2) elucidation of the mechanism by which agricultural produce receives radioactive contamination, as well as information on the implementation status of absorption prevention measures designed to address this; and (3) establishment of inspection arrangements geared to the particular nature of the risk and the creation of a certification system. It must be recognized that, according to a Consumer Affairs Agency survey, approximately 26 percent of consumers don't even know that inspections of radioactive contamination are being conducted. Radioactive contamination countermeasures and inspection arrangements need to be designed and implemented together within a systematized scheme.

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[in Japanese]

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The purpose of this paper is to analyze the development and problems of marketing strategies by Japanese processed food enterprises in foreign countries. The data are based on the results of fieldwork in Aomori and Aichi prefectures, Japan. The findings are as follows. First, exports of processed food and product differentiation by Japanese processed food enterprises have been thoroughly undertaken. Second, the enterprises have formed marketing channels that are suitable for their own products. In addition, the securing of markets by the Japanese processed food enterprises is important to realization of the promotion suitable for a product.

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