A survey by the Japan Agricultural Corporations Association found that 40.4% of large rice producers plan to increase direct sales to individual consumers, food companies, and the restaurant industry. Including sales to retailers, this rises to 49.1%. These producers want to better understand customer needs and improve satisfaction for both buyers and sellers. Only 5.6% of producers plan to increase sales through JA Group, a major agricultural cooperative. More producers are moving away from using intermediaries and connecting directly with consumers.
This survey, which was conducted for the first time in response to rising prices, aimed to identify distribution issues. The complex structure involving many intermediaries has been criticized. Expanding direct sales could reduce distribution costs, increase producers’ earnings, and potentially lower prices for consumers. The average size of the surveyed production corporations is 66.8 hectares, much larger than typical rice farms. The survey was conducted from July 1-8, with 126 members responding.
by MagazineKey4532