<i>Marché</i> as a Place for Interaction between Organic Producers and Local Consumers: A Study of Hiroshima Prefecture

Abstract

The organic movement and the chisan chishō (local production for local consumption) movement are two of the most visible forms of alternative food systems in Japan. Despite having some ideological similarities, however, they have remained largely disconnected. One of the most recent developments in chisan chishōis the increase in number and popularity of marché (farmers' markets). To explore the overlap between the organic and local dimensions within marché, this study uses questionnaire survey data obtained at three locations in Hiroshima prefecture. First, it examines the reasons why visitors attend marché and whether the desire to buy organic products ranks highly among these reasons. Second, it assesses the presence of organic producers and their reasons for participating.The results suggest how marché could play a role in increasing the consumption of both local and organic products and in increasing the visibility of organic producers locally.

Hybrid food networks and sustainability transitions: Shared and contested values and practices in food relocalisation and resocialisation

“…One final aspect regarding organic farmers’ interaction with institutionalised forms of chisan chishō relates to the growing popularity of marché (farmers’ markets). While marché were initially promoted through government projects, much of their subsequent expansion has occurred through grassroots initiatives, often by local organic farmers’ groups and non‐profit organisations (Ojima et al., 2015; Zollet & Maharjan, 2020). Table 1 also shows that farmers’ markets are the most common marketing channel among the respondents, although the interviews revealed that farmers did not see them as a major income‐generating channel but rather as spaces for (re)connection and resocialisation.…”

“…Table 1 also shows that farmers’ markets are the most common marketing channel among the respondents, although the interviews revealed that farmers did not see them as a major income‐generating channel but rather as spaces for (re)connection and resocialisation. As discussed more thoroughly in Zollet & Maharjan (2020), marchés are especially important for beginner organic farmers, as they offer new spaces for direct interaction with, and exposure to, a larger number of local consumers, especially those not necessarily seeking ‘organic’ produce but who become more aware of its availability through the market. Marchés also tend to be more ‘organic friendly’, as they—unlike direct sales markets—do not limit farmers’ possibility to label their produce.…”

“…Marchés also tend to be more ‘organic friendly’, as they—unlike direct sales markets—do not limit farmers’ possibility to label their produce. Some farmers’ markets also specifically limit participation to producers growing in environmentally friendly ways (Ojima et al., 2015; Zollet & Maharjan, 2020).…”

“…These processes of exclusion, however, do not apply in the same way to all forms of hybrid food spaces that stem from the chisan chishō project: this is chiefly a result of the different levels of engagement of JA, one of the most powerful conventional food system actors, and whose practices act as a barrier to entry for farmers who operate outside of its system. Marchés , for example, have evolved independently from other chisan chishō initiatives and are one case in which grassroots actors – including organic farmers – have been able to reclaim a local consumption space (Hara, Tsuchiya, Matsuda, Yamamoto, & Sampei, 2013; Zollet & Maharjan, 2020).…”

Transformation towards Sustainable Agriculture, Rural Communities, and Ecosystems: Reviewing Global Trends and Local Realities Based on Interdisciplinary Approaches: Part 2

“…Regarding sustainable agriculture in Japan, Maharjan Further, marché, an alternative marketing channel expanding in Japan, where producers and consumers can meet face to face, is frequented by consumers who purchase local, fresh, and organic food products (Zollet and Maharjan, 2020). It offers organic farmers the opportunity to reach out to consumers directly and advertise themselves and their produce and traceability to create a long-term relationship.…”