Development and Challenges of Electronic Commerce of Agricultural Products : A Case Study of Grape Farmers in the Matsumoto Highland Agricultural Cooperative

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  • 農産物の電子商取引の発展と課題 : 松本ハイランド農協管内ブドウ農家の事例を中心に
  • ノウサンブツ ノ デンシ ショウトリヒキ ノ ハッテン ト カダイ : マツモト ハイランド ノウキョウカン ナイ ブドウ ノウカ ノ ジレイ オ チュウシン ニ

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Since 2020, with the spread of the new coronavirus, e-commerce has become more widespread in Japanʼs agricultural trade, with more and more consumers choosing e-commerce as one of their daily purchasing methods. Also, in the post-H 1 N 1 coronavirus society, online purchases of agricultural products are expected to grow as the number of single-person households and elderly households in Japan increases. Thus, it is highly likely that the online purchase of agricultural and food products will continue to penetrate the lives of more and more consumers in the future. In this paper, we will identify the efforts of grape farmers in agricultural areas who have chosen to sell their products online as a way to promote their sales. The study area for this paper is the Matsumoto Highland Agricultural Cooperative District in Nagano Prefecture. This is because the Matsumoto region is blessed with a variety of high-quality agricultural products and is relatively close to the Tokyo metropolitan area, making it one of the leading agricultural production areas in Japan, and it also has the conditions for the recent expansion of overseas exports of food and products and cross-border EC.

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