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Sociology of Agriculture and Food (SAFRIG)

Toward a Sustainable Fresh Produce Distribution System: The Function of Farmers’ Markets in Japan Haruhiko Iba*, Haruhiko Iba, Apichaya Lilavanichakul,

This study aims to clarify the significance and functions of farmers’ markets (FMs) in Japan and examines how FMs create new value for fresh produce in sustainable ways, thereby generating positive externalities for consumers, producers, and society. In addition, the study explores the structure of the fresh produce distribution system in a social welfare perspective. Two questionnaire surveys on 76 farmers and 300 consumers were collected to examine the new value to connect the relationship between farmers and consumers and generate the sustainability of FM in Japan.
In Japan, FMs emphasize local production for local consumption and are highly valued by both farmers and consumers for their role in distributing fresh produce. FMs are often contrasted with the traditional mainstream distribution system characterized by “mass production,” “wide-area collection,” and “long-distance transportation to wholesale markets” (MWL). In contrast, FMs are characterized by “diversified production,” “small-area collection,” and “short-distance transportation to retail outlets” (DSS). These characteristics suggest that DSS can contribute to a more sustainable modern society by reducing the negative externalities associated with MWL.
FMs are also distinguished by strong relationships between producers and consumers. These relationships add value to fresh agricultural products and generate positive externalities for both parties that are less evident in other distribution systems. However, MWL has economic advantages that DSS cannot fully replicate. Conversely, DSS has vulnerabilities in terms of functional stability.
In conclusion, an ideal distribution model should consist of both MWL and DSS and be designed from a social welfare perspective that takes into account both positive and negative externalities. Moreover, ICT and AI technologies can help improve the model. This issue is the next challenge for fresh produce distribution.