Much attention has been focused in Japan on the multivariate functions of agriculture and farming communities in relation to issues of ecology and food safety. Based on this concept, this study focused on the viewpoint of farmers with regards to agricultural management, albeit unstable factors prevail in perspectives related with agricultural business management. Based on the value management viewpoint, 17 selected elite cases of farmers were interviewed to analyze what aspects of agriculture they found interesting. The results revealed 5 farming interest-derived factors : the nature-crop relationship, human-relationship, business, family-life and cultural aspects. Of these, all cases showed keen interest in the nature-crop relationship and business aspect, and they manifested willingness to put in effort and financial investments without reservation in establishing product safety and life security in their farming ventures. Furthermore, interests in the family-life relationship were well expressed by all cases, and efforts were attempted to exploit arrangements for family-management so as to complement the two aspects of the family management, in other words, farming. Of these 5 factors, the respective farmers indicated particular interest in the human-relationship and cultural aspects. It should be pointed out, however, that their interests in the two factors were not confined to their own farming community but extended over the other communities as well, which shows those farmers are gifted with ability in management. In value management of agricultural industry, farmers' interests were particularly influenced by issues of both farm-income management and family business management such as when to pass executive authority from parents to children as well as to what degree wives take part in the farming part of the family business.
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