Marketing Strategies of Agricultural Cooperatives under the Transforming of Fruit and Vegetables Marketing Systems

Recently the import of fruit and vegetables has increased rapidly in Japan, especially with perishable vegetables in the 1990's. Fruit and vegetables marketing systems have been running into the period of global marketing. At present it is well known that supermarkets have already got the largest share in the retail market of fruit and vegetables. Though selling conduct of supermarkets is very systematic, they have laid in stock of fruit and vegetables mainly from wholesale markets until now.But recently supermarkets have been trying to increase laying in stock from other venders like producers and from oversea countries. The increase of perishable vegetables import has been led by big supermarkets that attach great importance to the certainty of supply. On the other side, agricultural cooperatives have shipped local products mainly to wholesale markets, relying on their transaction functions. Consequently, marketing strategies of agricultural cooperatives has not been promoted fully in general.But, as some of agricultural cooperatives have now start to increase the direct selling for retailers, they are gradually strengthening marketing strategies. Under the new circumstances of global marketing, agricultural cooperatives have to adopt versatile marketing strategies on product, price and promotion, involving informational exchange with consumers.