山形県庄内地方における農産物直売所活動の展開経緯の分析と考察 : 「あぐり」と「しゃきっと」を検討対象として

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Summary : In this paper,I examine about the development process of farmers' markets in the Shonai district,Yamagata prefecture,Japan in this ten years time. The rapid expansion of the farmers' markets in this authentic agricultural production area suggests some aspects of the fundamental changing situation of the urban oriented market structure in agricultural products,which dominantly prevails after the 1960s' high economic growth period in all over Japan. At the first stage of this expansion, the key elements of the successful advance of farmers' market are a) the generous assistance from the local governmet and b) the human networks in the rural community, especially in the cace of females. But at this first stage time,the full time farming farmers could not fully engaged in this new trend,because they could not fully believe in this tiny business to support their economic lives. At the second stage of this expansion, so many full time farming farmers had rushed to this new trend and established many unique business models in the farmer'markests. But the excessive popularization of the farmers' market in this small and determinated local market raised many problematic situations,and in these day, the management oriented operations,which were line with the serious business competition experiences,have gradually prevailed in the famers' direct sale stores.
2010-02-10