生産者直営型農産物直売所の社会経済的分析--岡山県赤磐市の直売所Aを事例に

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  • 〈Original〉Socio-economic analysis of the direct-sale shop managed by farmers : Acase study of A in Akaiwa city, Okayama prefecture
  • セイサンシャ チョクエイガタ ノウサンブツ チョクバイショ ノ シャカイ ケイザイテキ ブンセキ : オカヤマケン アカイワシ ノ チョクバイショ A オ ジレイ ニ

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<Synopsis>Direct-sale shops of farm products have recently been increasing in terms of number and value of sales. However, professional farmers often criticize the direct-sale shops for setting such cheap prices. This paper examines if direct-sale shops are helpful for professional farmers or not, and how they should be managed to realize the potential of the direct-sale shop. This study was conducted as a case study of a direct-sale shop in Akaiwa City, Okayama Prefecture. The shop is operated by the farmers themselves, and its basic principle is to sell high quality farm products at a high price to compensate for added efforts. This principle leads to high and stable economic performance. Although direct-sale shops managed by farmers are likely to under-evaluate the reward for administrative and sale promotion activities, including quality control of farm products, the case study sums everything up appropriately. As shown in this case, sharing the basic principle for running a direct-sale shop plays an important role in its development. In addition, it is noteworthy for the shared concept to be linked with not only the norm but also the economic results.

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