This study examined the characteristics of information sources that new farmers consult when acquiring organic strawberry cultivation techniques, focusing on differences before and after changing varieties. First, prior to the variety change, farmers had a limited range of information sources. After the change, however, their sources expanded to include contacts within and outside the prefecture. Second, before the variety change, the farmers primarily obtained information on organic farming techniques, but after the change, they had also acquired knowledge on work efficiency. Third, following the variety change, farmers accessed information through face-to-face interactions and the Internet. In some cases, knowledge is acquired voluntarily, while in others, particularly through face-to-face meetings, it was obtained more passively or by chance. The findings suggest that face-to-face meetings may be more effective than the Internet for new farmers seeking information on crops like organic strawberries, where cultivation techniques are not yet fully standardized.

This study analyzes the consumer effects of a real-time image-sharing system for farmers’ markets and the factors influencing these outcomes. The results indicate that such systems enhance customer commitment and purchasing efficiency. These effects are particularly strong among customers who actively use farmers’ markets, intend to use them, and perceive high value in these markets. Conversely, the effects are weaker among older customers, though frequent market users experience significant benefits regardless of age. Based on these findings, we recommend marketing strategies where farmers use real-time images of their farm stands to differentiate themselves from competing stores and foster long-term customer relationships.

This study analyzes a business succession case, focusing on an agro-processing enterprise originating from a rural women’s group and transferred to a farmers’ market. While most agro-processing enterprises are run by small business owners and supported through product development initiatives, investments, and subsidies, some have created products with considerable asset value. However, farmers often encounter constraints limited capital, aging populations, and profitability challenges, which may lead to their withdrawal from agro-processing activities. Consequently, maintaining a stable supply of agro-products at farmers’ markets has become a critical issue. Business succession presents mutual benefits for small-scale farmers and markets by preserving production capacity and market diversity. For succession to be successful, it is essential to define a clear turnover period to ensure the timely transfer of manufacturing technology before it is lost, and to accurately evaluate the value of business assets. Expected outcomes include more proactive marketing strategies and improved profitability.

China’s rapid economic growth has fueled urbanization, drawing rural workers to cities and resulting in a shrinking and aging agricultural labor force. Addressing this challenge requires reforms to enhance agricultural efficiency. A key strategy involves restructuring the sector through optimization of farmland management rights transfer and mobility. This study investigates fruit farmers in northern Zhejiang Province, focusing on the dynamics of farmland management rights mobility. The findings indicate increasing fluidity in the transfer of farmland management rights, facilitating the development of larger-scale farming. Accordingly, both the transfer and the use of hired labor are on the rise. However, challenges remain, particularly the aging of farm managers and ongoing labor shortages. These findings highlight the need for policies that improve labor availability and support sustainable agricultural development. Addressing these issues is essential to maintaining productivity and ensuring the long-term viability of China’s agricultural sector amid continued demographic and economic transitions.

In recent years, various efforts have been made to promote the creation of “regional experience seekers” as a means to sustain and revitalize rural areas. This study investigated student groups engaged in rural activities and identified factors contributing to the continuation of these efforts, considering perspectives from the participants and supporting actors. It also clarified the factors that help foster and retain regional experience seekers through ongoing involvements in rural activities. Key factors that enable student activities to continue include support from intermediary organizations that connect students with the community, assistance from residents who welcome student activities, the development of relationships with other students and residents, and opportunities to learn about the activities and local characteristics. Moreover, the results suggest that promoting continuous activities and disseminating information from local stakeholders also helps retain regional experience seekers in rural areas.

Since around 2005, the rapid increase in the number of school trip students has led to the expansion of educational homestays in Okinawa Prefecture. These homestay programs have been valued for their significant contributions to regional revitalization. However, the COVID-19 has significantly disrupted educational homestay activities, leading to the temporary suspension of the Yomitan Educational Homestay. This study focuses on SKS Ltd. and the Yomitan Homestay Cooperation Association to explore their operational conditions during the pandemic, as well as the challenges and strategies for reconstruction. Four innovations were identified: 1) prioritizing GT through farmland rentals, 2) responding to the growing demand for host homes, 3) promoting inbound exchanges, and 4) attracting proposal-based training programs. The outcomes, challenges, and future directions of these initiatives are discussed.

This study, based on interviews with Satsuma orange farmers and supporters in the JA-KARATSU area, clarifies the introduction and operational realities of heat pumps in agriculture, as well as the obstacles to their use.

We gained five insights that promote heat pumps: 1) targeting younger or those with successors, 2) reducing the cost burden of equipment installation or replacement, 3) providing support to try the technology and perceive its benefits, 4) offering assistance to acquire necessary skills, and 5) establishing systems that provide similar usability to oil heaters.

Heat pumps are expensive equipment. Therefore, it will take time for large-scale farmers to adopt them on a full scale. Measures to support the adoption of heat pumps must consider the scale and sustainability of farming.

In this study, we focused on free cash flow to calculate the income and expenditure of family farms that produce wheat in Mongolia, to clarify the actual situation and characteristics of such income. We analyzed discrepancies in profit and loss calculations and their causes. Furthermore, we conducted a capital flow analysis based on the free cash flow calculation results. The results revealed that for most farmers, there is a disconnect between income and expenditure calculations and profit and loss calculations. The cause of this discrepancy was the purchase of fixed assets for business and household use. The results, reveal that it is important to control operating net cash flow, agricultural cash inflow and farm economic surplus in small-scale family farming operations in Mongolia.

This study examined the requirements and significance of continuously observing festival. Results of this study verified our hypotheses that an appropriate management system for each festival is necessary to observe its continuous celebration, attract vendors and visitors through organizers’ efforts and ingenuity in the event content, secure continuous funding, and operate the market while sharing the same goals with the organizers. The results also revealed that the significance of observing a festival continuously is to maintain relationships with visitors from outside the region.

This study examines the branding of Japanese pufferfish, a new specialty product from Soma City, Fukushima. The Great East Japan Earthquake has negatively affected Soma as a well-known tourist destination, with nearly 40% of respondents having no impression of the city. A survey of consumers in the Tokyo area revealed that Japanese pufferfish, known as a high-class fish, attracted as much interest as traditional flounder, with income significantly affecting Japanese pufferfish’s appeal. However, not all restaurants in Soma serve Japanese pufferfish due to its toxicity. Nevertheless, the Soma Nomaoi festival and “cross-cultural experience” are strong motivators for tourism. Thus, promoting such cultural aspects may enhance the branding of local specialties such as marine products. Accordingly, this study suggests that highlighting tourism motives can help market lesser-known destinations, such as Soma City, and their products.

This paper presents an empirical analysis demonstrating the effectiveness of community farming in advancing large-scale organic rice production. Specifically, it examines the production system, marketing structure, and financial performance of a community farming corporation that manages all of its fields organically. Key factors enabling full organic cultivation included reduced production costs and improved operational efficiency achieved through economies of scale, made possible by farmland consolidation and integration within the community farming framework, as well as the resolution of major cultivation challenges. In addition, the study highlights the importance of developing human resources with expertise in cultivation practices and production management.